About

Protect (or @protect.ldn) was started by two high-school friends. Egor and Peter.

The brand launched in 2022, but the idea was born back in 2019, while we were still in school. Way before either of us thought it could turn into our daily life.
We came from two different backgrounds and two different places, both grew up moving, switching schools - But somehow met, and became friends over our shared interest in fashion and streetwear - a scene that wasn’t cared for by the people around us.

In 2020, after we were finally done with school, we both moved to London. Didn’t know anyone, it was a brand new place to us. Thankfully, it didn’t take us long to find our people. We were welcomed in - met people who liked the things we liked, and we all supported each other’s little and big wins.

The name carries “ldn”. You know why? Because the “protect” username was already taken (still trying to get that). But ldn stuck.
London isn’t the city either of us was born in, but it’s the first one that actually feels like home.

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DOYOURTHING.

As people we naturally feel this pressure to shrink ourselves down until we match everyone else, but fitting in is exactly how you lose the parts of yourself that make you, you. 

DOYOURTHING is not just a slogan, but a message. 
Do what you like, pick up that hobby, try something new.
Stay true to yourself and and do your thing. 

Love,
Protect