The Revolution of Tailoring
Noose & Monkey is a story of mistaken identity and disguise. During the Napoleonic wars, the crew of a French naval vessel dressed their pet monkey in an officers uniform. After being shipwrecked off Hartlepool, the monkey was discovered on the beach. The locals, assuming he was a Frenchman and therefore the enemy, hung him in the town square.
The brand looks at the truth and the lie, the innocent and guilty, the Noose and the Monkey. The concept is to focus on the two sides of every story and every man, and to play with twisting those sides.
Alex is a perfect fit for both Noose and Monkey.