Tom Morley, of Scritti Politti and Instant Teamwork fame, came up with Black Tie White Lie. One could say it was customer led, with Tom being the main customer. Unable to hack it any more, but missing those intimate sunrise searches for decent coffee, he invited a bunch of his most intelligent and irreverent friends to join him for some morning exercise.
Not jogging, not swimming, NOT yoga. Sometimes one craves filth and hipness above health and fitness.
It all started in London in 2011 and it’s still going in 2018. Obviously it has the potential to go global but who on earth wants to get up at 8am on a Sunday morning to get dressed up to the nines and go singing and dancing in public? You’d have to be mad.