Idris Elba says his Superdry fashion line is for the "24-hour" man.
The 43-year-old star unveiled his debut autumn/winter menswear collection for the British clothing company at their flagship store on Regent Street in London on Thursday night (26.11.15) to the public, and revealed his creative input focused on making clothes that are durable and accessible "day and night".
He said: "I'm passionate about what I do and always give 100 per cent. If I had the opportunity to have any influence in fashion, this is it. I'm not a designer, but I'm passionate about clothes and I know how men want to look. Functionality and durability were key things for me.
"It's a '24-hour' collection; clothing guys can look and feel great in from day to night."
Idris' collection includes casual shirts, cashmere knitwear, tailored heavy wool pea coats, leather jackets and premium triple-stitched down outerwear.
And the 'Luther' star - who was dressed head-to-toe in his own range at the event - added he relates to the brand founders, Ian Hibbs and Julian Dunkerton, work ethic.
He said: "We're three British lads who've worked hard to get to where we are."
Idris unveiled his signature range in the day to thousands of fans before returning to the Regent Street store in the evening for a launch party also attended by former world heavyweight champion boxer David Haye and actress Noomi Rapace among other celebrities.
Idris arrived with an entourage of black Range Rovers and an army of 12 models wearing the pieces from the collection.
The collection is now available to buy online and from premium Superdry stores and selected Selfridges store.