S1: Boden’s founder Johnnie Boden is living proof that it takes passion and personality to build a brand people love

Since launching as a menswear catalogue in 1991, Boden has grown to become synonymous with a colourful and creative spirit, which founder Johnnie Boden personifies. Holly visited Johnnie, now creative director of the company, in Boden's London offices to hear about what led him to start Boden, finding creative fulfilment, and a very special letter (not to be missed) to his younger self at the end. Enjoying listening to these unfiltered chats? It's worth following Holly Tucker MBE and Holly & Co on Instagram, and subscribing to our weekly newsletter on our website, where Holly downloads her thoughts, and exclusively shares small business finds and topical, 'ungoogleable' business advice.