HAVING sold 700,000 skin-tight bodysuits that all but the most shapely ought to spurn, Gregor Lawson and his business partners have now put together a range of randomly assembled clothing for those who would rebuff prevailing style. When you respond, you respond quickly, you apologise, you give the reasons for what has happened, say how you’re going to fix it, and apologise again,” he says. I want it to look like a 1970s paisley wallpaper drunkenly made love to a flower-bed and then sneaked out in the middle of the night.

Interview: Gregor Lawson, Fraser Smeaton and Ali Smeaton

Failing to respond quickly is one of the biggest mistakes a company can make when deploying social media, as is the tendency to delete negative comments. Meanwhile, men’s Foul Fashion has landed 6,000 Facebook fans just five weeks after posting its first entry on the site. We have one million fancy-dress fans on our Facebook page, so we want to bring new products to them,” Lawson says. With nearly one million Facebook fans, managing the dialogue around Morphsuits has become a time-consuming yet integral part of running the business. Sales have soared on the back of a marketing campaign that has been driven by social media since the company’s inception in 2009.Though no two garments are exactly the same, clashing colours and discordant patterns are the unmistakable hallmarks of the Foul Fashion line.

Foul Fashion - Facebook

If someone complains that their Morphsuit has started coming apart at the seams, Lawson prefers to “take it all on the chin”.

Lawson is among the speakers at tomorrow’s Think Digital conference in Glasgow, which aims to help smaller business in particular capitalise on rapid advancements in technology. We think this posse of chaps look rather chic and it’s probably only a matter of time before London Fashion week gets their mitts on these designs.