Last night saw the launch of Vavavoom menswear label at the trendy East-end haunt Cargo. The collection combines the most exquisite fabrics with simple, masculine shapes, in chocolate, burnt red and white tones

Designed by Marcelo Toleda, the focus isn't solely on the clothes; Vavavoom aims to give a percentage of profits to their 'street children' charity in Brazil, by paying a proper wage to production workers in emerging economies and selling the range to affluent people in the West.

Vavavoom will be available in Selfridges later this year.