Following at a Princes Trust event in Pentonville prison LJ was approached by Rowland Gee the former CEO of Moss Bros, who suggested to add an Athleisure collection to his brand.

Through his extensive industry contacts, he invited Barney Rodgers (Branding Specialist from Bureaux 360) and Ricky Green (formally of Ted Baker) to create the Brand personality, product design, marketing and collection for Cell Workout Athleisure.