Logo created for Average Boys in collaboration with Dash Davinci, Creative Director.
Average Boys is a London-based, community driven brand celebrating gay culture in all its bold, messy, and beautiful forms. Inspired by the 80s when queer lives were anything but average we honour the codes, aesthetics, and homoerotic energy of our history while creating something modern, joyful, and relevant for today.
Founded by boyfriends and best friends Jordan Sloan and Chris Cairns, the brand is a love letter to their community and culture. Born from a need for authentic, joyful, queermade fashion, Average Boys champions LGBTQ+ talent and stories at its core.
More than a brand, Average Boys is a universe.
A world where connection, beauty, and authenticity are celebrated without apology. We make clothes, content, and culture for the boys and girls (and thems) who know that ‘average’ was never made for us.
From Average Boys' SS26 Campaign:
Our SS'26 campaign, Farm Boys, draws on gay and queer men’s deep history of hidden intimacy and discreet desire. We reframe longing as something tender, playful, and nostalgic.
Inspired by Howard Hoffman and the soft-focus eroticism of 80s adult magazines, the campaign, Farm Boys, follows Paolo Busti and Mathis Chevalier, photographed by Luke Abby, as they explore lust, romance, and companionship in the UK countryside.
The campaign is told through editorial stills on film and digital, tongue-in-cheek casting videos, and nostalgic nods to 80s erotica.
Marketing video as seen on @averageboysclub on Instagram
Logo featured on various products offered by Average Boys.
In Summer of 2026, Average Boys was featured as a pop-up shop/event at Boys Boys Boys, a gallery, cafe and non-profit organizaton celebrating queer fine arts and art photography.
Impressions from June 2026:
Official website featuring new Average Boys Logo.
Visit the official store of Average Boys • Follow on Instagram: @averageboysclub
Credits:
Dash Davinci, Creative Director
Jordan Sloan, Co-Founder of Average Boys Club
Chris Cairns, Co-Founder of Average Boys Club