The Great Elephant Migration | Why Elephants? The ‘Love’ in Love Brand
Dive into the deep connection between LOVE BRAND & Co. and the awe-inspiring elephants of Africa and Asia.
As our majestic herd of 100 Indian elephants roam across the USA—currently gracing the historic 'Cliff Walk' of Newport, Rhode Island—you might find yourself curious about the bond between Love Brand and the largest land mammal. Let's go back a few steps steps which have led to 'The Great Elephant Migration' USA, a global odyssey to amplify indigenous wisdom and inspire humanity to coexist harmoniously.
An Elephant Parade
Back in 2010, the spark for a loving beachwear brand with a mission to help endangered elephants was ignited. It all started with the Elephant Parade in London. Oliver Tomalin, moved by the realisation that wild elephants might disappear within his lifetime, was inspired to merge his passions for design and travel with helping the natural world. Thus, Love Brand was conceived, with a loving ethos rooted in elephant wildlife conservation. He shared his idea with the late Mark Shand, co-founder of Elephant Family, and his dream 'Trunks for Trunks' - swimming trunks to help save elephants - soon turned into an exciting reality.
Pictured left: Oliver Tomalin revisiting India with Elephant Family in 2024
The Love in Love Brand
Oliver's life-changing moments were all happening at once. That same year, Oliver met his now wife Rose. Rose had recently been in Kenya visiting the Sheldrick Wildlife Trust. So whilst on their first date, talking elephants, Oliver and Rose started designing the logo of two elephants forming a heart on the restaurant napkin. With a shared love of elephants, the beach and travelling the world, it was only a matter of months before the love-struck pair embarked on an enchanting journey to India. There, they witnessed Elephant Family’s on-the-ground efforts and met Tara, the elephant heroine of Mark Shand’s epic tale, Travels on My Elephant. This journey cemented their brand's mission and Love Brand was born. Oliver and Rose still run the family-owned brand, blending their love of wildlife with their love of the beach.
Pictured right: Oliver and Rose Tomalin with Tara the Elephant 2010
Coexisting With Elephants
From day one, Love Brand's mission has been to help and save Asian elephants, teaming up with our remarkable charity partner Elephant Family. The charity strives to find ways for humans and wildlife to live harmoniously. In India, human settlements often overlap with elephant migratory paths, leading to conflicts. Since Love Brand's inception, we’ve donated over £100,000 to Asian elephant conservation efforts, helping promote human and elephant coexistence.
"Every year without fail LOVE BRAND & Co. have been there for the last remaining wild elephants of Asia."
Ruth Ganesh, Patron and Former CEO, Elephant Family
Elephants Never Forget
And not forgetting African elephants, Love Brand is also a long-standing supporter of Tusk Trust and the Sheldrick Wildlife Trust and their incredible conservation efforts across Kenya and East Africa. The Sheldrick Wildlife Trust's Orphans’ Project, is the world’s first and most successful elephant rescue and rehabilitation program. It operates alongside daily aerial units monitoring wildlife, deterring illegal activities, and providing swift responses to anti-poaching efforts, human-wildlife conflicts, and veterinary needs in the Tsavo Conservation Area and Lamu District. Their mission is to keep these gentle giants and other wildlife safe and thriving.
Prints With Purpose
Our prints tell a story, raising awareness of conservation efforts around the world. Oliver hand-designs the prints, with his favourite being ‘Elephant Palace,’ an intricate print of elephants creating the illusion of majestic Indian palaces with their trunks.
“It encapsulates the style of my prints. From afar, they are geometric patterns, but on closer inspection, there is a story to be discovered. The animals are lost in my prints, as they are almost lost in the wild. Our mission is to do our bit to help ensure these wild animals and wild places still exist in the future.”
So, next time you slip into a pair of our trunks, know that you’re part of a bigger story—one that stretches from the bustling streets of London to the vibrant landscapes of India and Kenya. Every print, every stitch, and every sale is a step towards a brighter future for elephants and the wild places they call home. Together, we’re making a difference, one stylish swim at a time.
We’ll be continuing to document The Great Elephant Migration across America, so why not stick around and be part of the change?
Images courtesy of The Sheldrick Wildlife Trust, Elephant Family and LOVE BRAND & Co.
The Great Elephant Migration
Find out more about the global fundraising adventure created by Elephant Family.
An Elephant Blessing in Newport
Read about the launch of the 1st Exhibition in Newport and the enchanting elephant blessing ceremony.
Official The G.E.M. Merchandise
LOVE BRAND & Co. is proud to be the official merchandise partner of The Great Elephant Migration.
