Neat design, though. I love the idea of putting the Lion on a shield. This logo now has a monarchical vibe to it — perfect for the king of the jungle. This is a creative way to work an actual ...

Toni Purdie, former head of design at Topshop ... It adorns the new 247 DNA logo on the back, has an oversized fit and a slightly cropped length, ribbed hem and cuffs to create a sculpted silhouette.