We're crazy about people. People are classic. People are awesome. One of the biggest inspirations during our design process each season are the creative heroes we've met around the joint. This winter we decided to recognise some of our favourite muses. There's a couple you might recognise… then there's a few you really should get to know.

This is Luke Stedman. A couple of years back he started the feel-good label Insted We Smile. Although Stedman – or Steds as his mates call him – has always had a thing for fashion before he put his mind to running and designing a men's clothing line he was a professional surfer at the elite level on the ASP World Tour competing against the like of Slater, Irons, Parkinson and Fanning.

After years of getting paid to spruik sponsors threads that Steds believed didn't really compliment his own style, he was eventually inspired to produce his own gear. Getup that resembled his flavour... And going off the building retail support and A-List celebrity following people love what the man is offering.

With each Insted We Smile collection you'll see a solid variety of pieces but we're always impressed by the clever original prints and superb yardages worked across dreamy fitting tees, shirts and walk shorts. To find out more about the label and do a little shopping got to instedwesmile.com

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