James Small launched his W London Insider Belt last night (22.09.10) with a star-studded party.
The up-and-coming menswear designer has teamed up with W Hotels and America Express to create three belts - male, female and bespoke - which will be sold exclusively at W London and he has also designed a series of attachments, which can be chosen depending on time of day and requirement.
Options include an American Express card holder, hip flask, phone holder, decision dice holder, USB stick holder and a St Christopher.
James proudly showcased the belts at an exclusive bash at 1 Leicester Square by showing his new movie 'Journey' - a collaboration with Jamie Hince and Tom Beard - which was watched by guests including Kate Moss, Sadie Frost, Pixie Geldof and Agyness Deyn.
Speaking about the belt he said: "The inspiration for the belt derived from the concept of travel and the unique journey that every day brings. Whether at work, travelling around London or through a field to a festival, I wanted to design something which would reflect not only the transitional requirements of the W Insider and the dual nature of W London, but also the demands of everyday life."
The bespoke luxury W Insider belt will be available in a choice of mock alligator or mock lizard and accessory attachments can be made to specifically meet guests individual requirements.
To watch Jamie's debut movie 'Journey', visit www.wlondon.co.uk/gallery.