A very young David James walked into our studio in Wharf Road in 1989 and enquired about printing on a medical grade PVC he'd found. The material was made by ICI and had a very distinct quality to it–it was soft, clean and very maliable. It was also very difficult to print being not at all dimensionally stable.

David, who went on to become one of the UK's outstanding creative talents knew the potential of it and clearly explained why: the job was for a seminal fashion / sportswear label (before the idea of the two being one and the same had dawned on anyone) and he wanted something that would capture the essence of the fabric but not imitate it.

He also listen to our concerns about how it would print and designed a simple, powerful and exceptionally beautiful brochure consisting of big simple graphics in bright bold colours that wouldn't mind if they were a little mis-registered. To finish it off, the book was thread sewn to remind people once more of its fashionable subject-matter. This remains one of my all-time favourite projects.