WHAT IS YOUR LONDON IDENTITY?

We thought we’d pose this question as a way for us to answer it and to give you more insight into LDNA. If we were to go academic on this, we’d start by discussing the many definitions of identity and the reference list would be endless. But to be honest, this question isn’t the kind that requires a direct answer; it is more of a thought-provoking and reflective one.

Our answer starts with our mission statement - to celebrate your London identity and inspire positive conversations about your experience of the city with the world - which if we breakdown, is underpinned by the ideas of celebration, connection and confidence. These three qualities very much represent our brand ethos, our personality and therefore our London identity.

Celebration: LDNA celebrates the diversity of people, communities, ideas, architecture and landscape of London. For us, being a Londoner is about absorbing and championing this impressive mix. In a five-minute walk (or even five seconds!) you can travel 200 years admiring a building from the Regency era to current contemporary new builds; from a hipster restaurant with no-booking 2-hour queue to finding a low-key Thai food kitchen run out of a local boozer; from iconic art galleries to an art project run by a local youth initiative. This mix inspires and excites but is humbling all at once. 

Connection: London is a city of binary opposites and then everything in between; a myriad of experiences and backgrounds that differentiates us but brings people together too. For LDNA, we see this as an opportunity for connection through conversation and experience. It is a way to educate ourselves to be placed in the world where we feel openness and empathy to others is fundamental.

Confidence: Whether we learn about the life of a fellow Londoner through a conversation in an Uber or reflecting on messages of some art we have seen, we Londoners are absorbing experiences that constantly challenges us to open up our minds. The endless opportunity for learning is a source of empowerment for us, giving a confidence that is exciting and invigorating.

LDNA is shaped by a lifetime of London living, education, work and play, which has provided unique references for how we go about navigating the world. We look forward to inspiring you do the same through our products, whether that’s through your own personal reflection or through conversation with others.  

Image by Samuel Regan-Asante via https://unsplash.com/@fkaregan