Breadcrumbs [Home](/index%2Ephp/) > [A Cool Brand Founder Shares His Little Black Book](/index%2Ephp/markdownify/node/3562) ![A Cool Brand Founder Shares His Little Black Book](https://media.slman.com/dpFpN0MhJPWBVUYeU6W4ZakE9Mc=/800x0/smart/https%3A%2F%2Fslman.com%2Fsites%2Fslman%2Ffiles%2Farticles%2F2025%2F05%2Fsl-man-email-070525-lbb-freddie-elborne-new.png) ![A Cool Brand Founder Shares His Little Black Book](https://media.slman.com/oMjSf7hKHDCYVs3pui70fSwsmw0=/400x0/smart/https%3A%2F%2Fslman.com%2Fsites%2Fslman%2Ffiles%2Farticles%2F2025%2F05%2Fsl-man-email-070525-lbb-freddie-elborne-new.png) Photography: @freddie_elborne [Culture](/index%2Ephp/culture) / 07 May 2025 # A Cool Brand Founder Shares His Little Black Book As the founder of eyewear brand MONC, Freddie Elborne naturally has great style and taste – something that extends to travel and restaurants too. Here, we asked him to share his favourite destinations, brands, hotspots and more… ByHarvey James Photography: @freddie_elborne [ ![](https://media.slman.com/U06ZqSgwOqe2t2qnVOsDDHb3uO8=/800x0/smart/https%3A%2F%2Fslman.com%2Fsites%2Fslman%2Ffiles%2Farticles%2F2025%2F05%2Fsl-man-little-black-book-freddie-elborne-credit-freddieelborne-3.jpg) ](https://www.instagram.com/freddie_elborne/?hl=en) @freddie_elborne **Travelling is addictive because every trip brings a new purpose** – be it work, relaxation or exploration. What unites them all is the opportunity to immerse yourself in another culture: how people live, eat, dress, and move through their day. This exchange of perspective is endlessly enriching. A standout memory is hiking up Yosemite Falls with one of my closest friends. The view from the top across the entire valley, with its iconic rock faces like El Capitan and the tallest waterfall in North America, is etched in my mind. Climbing from a misty pine-filled base to a snowy plateau complete with babbling rivers and sheer cliffs tested my fear of heights and rewarded me with unforgettable scenery. **For architecture and design,** [**Maison Brummell Majorelle**](https://maisonbrummellmajorelle.brummellprojects.com/) **in Marrakech is breathtaking** – a project built from scratch by New Zealand architect Bergendy Cooke alongside Moroccan architect Amine Abouraoui, for Austrian hotelier Christian Schallert. It was created to host friends, family and travellers with an eye for style and authenticity. For unbeatable city buzz, [The Ludlow](https://ludlowhotel.com/) on New York’s Lower East Side is surrounded by incredible restaurants, shops and music venues – plus, it offers panoramic views of the city. In Europe, [The Lydmar Hotel](https://lydmar.com/) in Stockholm stands out for its stunning interiors and curation of contemporary art. When I need to disconnect, Le Jardin des Douars near Essaouira, Morocco, lets me completely unwind. Coming into the eyewear industry as a designer, I was shocked at how unsustainable and opaque it was. I wanted to disrupt that. **Italy has a special place in my heart** **both professionally and personally.** I’m lucky to visit regularly for work and leisure, and every trip feels like a return to something deeply familiar yet always new. My first visit was to Puglia, staying in a farmhouse surrounded by fruit trees and vineyards. Every meal featured produce picked straight from the surrounding farm. Florence is my favourite city; I first went for [Pitti Uomo](https://uomo.pittimmagine.com/) and have returned countless times since for weddings, holidays and work. We manufacture [MONC](https://www.monclondon.com/) eyewear in Italy, sourcing everything locally from our two small factories. Visiting these sites isn’t just a chance to oversee production hands-on but also a way to recharge and reconnect with why I started the brand. **Setting up MONC was the result of wanting to do things differently.** Coming into the eyewear industry as a designer, I was shocked at how unsustainable and opaque it was. I wanted to disrupt that. Of course, it hasn’t been easy – there’s a lot of resistance to change but the satisfaction that comes from making progress and hearing our customers' feedback makes it worth it. We're now planning to open a couple more London stores over the next 18 months and take MONC to a global audience. [ ![](https://media.slman.com/pi42r28BePX9L02zEKiE8iV-T5o=/1920x0/smart/filters:no_upscale()/https%3A%2F%2Fslman.com%2Fsites%2Fslman%2Ffiles%2Farticles%2F2025%2F05%2Fsl-man-little-black-book-freddie-elborne-credit-maisonbrummell-kolrestaurant-freddieelborne-full.jpg) ](https://maisonbrummellmajorelle.brummellprojects.com/) @maisonbrummell; @kol.restaurant; @freddie_elborne **When I opened our shop on** [**Chiltern Street**](https://www.google.com/maps/place/MONC/@51.5191949,-0.1551657,17z/data=!3m1!4b1!4m6!3m5!1s0x4876112048862127:0x54a05c4d33b3399b!8m2!3d51.5191949!4d-0.1551657!16s%2Fg%2F11fvt0jwbv?entry=ttu&g_ep=EgoyMDI1MDUwNi4wIKXMDSoJLDEwMjExNDU1SAFQAw%3D%3D)**, a friend urged me to try** [**KOL**](https://www.kolrestaurant.com/)**.** I got a spot thanks to a last-minute cancellation and ended up going a week later. It remains one of the most memorable dining experiences I’ve ever had. For something more relaxed, I love an evening at either [The Plimsoll](https://theplimsoll.co.uk/) in Finsbury Park or [The Clarence Tavern](https://www.clarencetavern.com/) in Stoke Newington – both are local favourites. **A food-focused trip to New York is another of my most memorable experiences.** Every meal was planned meticulously based on recommendations from friends and our own research. For coffee, [Ludlow Coffee Supply](https://ludlowcoffeesupply.com/) became our daily go-to. The best pizza was at [L’Industrie Pizzeria](https://www.lindustriepizza.com/) in Brooklyn, classic New York style, followed by their olive oil-drizzled soft serve, which was a revelation. For Italian dining, [Lilia](https://www.lilianewyork.com/) was a highlight. Quick bites have to be had at [Los Tacos No.1](https://www.lostacos1.com/) – just make sure you order the special. And for the most memorable overall meal, [Fish Cheeks](https://www.fishcheeksnyc.com/) served up Thai food that was full of authenticity. **If I had to choose one favourite cuisine, it would be Italian.** Every region has its own distinctive dishes, each one fiercely protected and proudly served. There’s something beautiful about that local pride. Every time I’m in Florence, I make sure to book a lunch at [4 Leoni](https://www.4leoni.com/) and order the pear fiocchetti, nothing else compares. Later, you’ll find me at [Gusta Pizza](https://www.gustapizza.it/) in Santo Spirito, enjoying slices and drinks in the buzzing square. **My approach to travel packing is modular.** I think day by day and always consider climate and company. If I’m heading somewhere warm, you’ll find linen, relaxed fits, versatile swimwear, and of course, a different pair of [MONC](https://www.monclondon.com/) sunglasses for each day. For colder climates, layering is key. I’ll pack items that are cosy yet adaptable, so I can remove or add layers and still feel confident in what I’m wearing. [ ![Ludlow Coffee](https://media.slman.com/BRGcvE46P7ahc2Yb27ynngt0hO8=/800x0/smart/https%3A%2F%2Fslman.com%2Fsites%2Fslman%2Ffiles%2Farticles%2F2025%2F05%2Fsl-man-lbb-freddie-elborne-ludlow-coffee.jpg) ](https://ludlowcoffeesupply.com/) Ludlow Coffee [ ![](https://media.slman.com/iQuH8AKu8BOgzjKbi6jlG0bF0d8=/800x0/smart/https%3A%2F%2Fslman.com%2Fsites%2Fslman%2Ffiles%2Farticles%2F2025%2F05%2Fsl-man-little-black-book-freddie-elborne-credit-theclarencetavern.jpg) ](https://www.clarencetavern.com/) @theclarencetavern [**Chiltern Street**](https://www.chilternstreetstudio.com/) **is the best place in London for discovering independent brands.** You’ll often find the founders in-store, ready to chat about their designs, their philosophy and their journey. That kind of connection is rare these days. I buy clothes infrequently but always with intention. I usually take time to think about whether something truly deserves a place in my wardrobe. Many pieces I own carry memories of a trip, a meeting with a designer or a meaningful moment. When something no longer fits in, I’ll sell it on [Vinted](https://www.vinted.co.uk/) or pass it onto a local second-hand shop. **My personal style? I’d call it minimalistic.** I steer clear of loud logos. Sometimes I’ll go tailored; other times, I’ll lean into a relaxed ‘fit. It depends on the day, but it always comes back to simplicity. Right now, it’s the MONC Tampere Sunglasses in Pacific from our [CAPSULE 01](https://www.monclondon.com/collections/capsule-one) collection, a new addition that I’m wearing daily. A great day is all about the simple things: a film, a round of golf, a good pint at a favourite pub, yoga, a swim or just a beautifully brewed coffee or tea. **A few fashion brands stand out for me.** [Toast](https://www.toa.st/uk) offers relaxed fits and beautiful materials while maintaining a circular, sustainable mindset. [King & Tuckfield](https://kingandtuckfield.com/) is a unique menswear label, and a new neighbour of ours on Chiltern Street. And [Studio Nicholson](https://www.studionicholson.com/), led by Nick Wakeman, continues to create timeless, Japanese-inspired pieces. **For product design, I admire the honesty and clarity of Dieter Rams.** In fashion, I look to Nick Wakeman of Studio Nicholson – her work is effortlessly refined. And for interiors, I’m hugely inspired by our own shop designer, [Nina Woodcroft](https://ninawoodcroft.com/). Much of my inspiration comes from a desire to challenge the status quo and create products that offer positive change. That could be from great architecture, everyday objects, or brands that disrupt for the better. Our latest collection, CAPSULE 01, draws on historical moments when iconic eyewear was shaped by bold individuals. **A great day is all about the simple things**: a film, a round of golf, a good pint at a favourite pub, yoga, a swim or just a beautifully brewed coffee or tea. London Fields is my go-to area. Exploring Broadway Market, picking up pita from [Oren](https://www.orenlondon.com/), grabbing a coffee and pastry from [Pophams](https://www.pophamsbakery.com/)… the food scene in that area is one of the best in the city. Follow [@Freddie\_Elborne](https://www.instagram.com/freddie_elborne/?hl=en) and shop the new CAPSULE 01 collection at [MoncLondon.com](https://www.monclondon.com/collections/capsule-one) DISCLAIMER: We endeavour to always credit the correct original source of every image we use. If you think a credit may be incorrect, please contact us at .