As the founder and driving force behind LEADER, a menswear brand for gay men, Shamish (Sham) Mahmood, who identifies as a gay man, has carved out a unique space in the gay clothing market.
Based out of Barcelona and shipped worldwide, LEADER has become known for its bold designs and lifestyle-focused collections that are as functional as they are fashion-forward.
Born in the UK to Pakistani parents, Sham has been immersed in the fashion industry for as long as he can remember due to his mother working as a seamstress and owner of a fabric store. Despite studying for his undergraduate degree in Chemistry, he always kept one foot in the fashion world as he would regularly design and create his own clothes whilst studying, even whilst going on to complete his Masters Degree in International Business from Aston University.
While he continued to dabble in fashion throughout his adult life, he originally began his career path in the corporate world of IT, working in Account Management and Commercial Business Development roles before taking a leap with the conception of LEADER in 2016 in order to address what he realised was an increasing gap in the gay men’s underwear market. This led to him leaving his corporate life and stepping into designing clothing that could seamlessly move with the wearer through all walks of life.
The belief that men shouldn’t have to choose between comfort or style is the beating heart of LEADER’s philosophy. Over the past decade, LEADER and its range of quality products has grown exponentially. Under Sham’s leadership, the brand has not only carved out a reputation for its versatile collections that champion self expression, it has recently opened its first flagship bricks and mortar store in the heart of Barcelona.
Overseeing all functions, from creative direction through to product development, digital marketing and customer experience, it’s Sham’s attention to detail and strong brand vision that has led the label from strength to strength. Key pieces include distinctive underwear, swimwear, gymwear and a unique range of fetishwear fashion harnesses. From classic Combat, Loaded, Brut and Heroes Collections right through to the brand new Identity Collection, LEADER‘s customers can choose the styles they love for each element of their daily lives.
Looking ahead, there are plans to expand the LEADER offering into outerwear, accessories and premium, dependable basics while maintaining the brand’s core identity and customer experience.
