About Lion Legion

Hi, my name is Mike, and together with some of my family, we run Lion Legion.

Lion Legion is a British clothing brand built around one thing: humour. Sharp, dry, sarcastic, patriotic and just a little too accurate. We make funny T shirts and hoodies for people who like designs that say what they are already thinking.

We started out with Forces veterans among our first customers, and they are still part of the Legion today. Over time our designs reached a much wider audience: anyone who enjoys a good laugh, a clever film reference, a bit of British pride, or a shirt that gets a reaction.

Today, Lion Legion sells to customers in the UK, the USA and beyond. Our focus is simple: quality clothing with humour, personality and designs people instantly recognise themselves in.

For us, Lion Legion represents resilience, dry humour, loyalty, pride and the ability to get through life's nonsense with a smile.

WHY PEOPLE TRUST LION LEGION

  • Over 100,000 customers served, recognised with a Shopify Award for reaching that milestone
  • More than 16,500 verified five-star product reviews from previous purchasers
  • British family-owned and managed, trading for around six years
  • Printed in the UK and the USA, shipped worldwide

THE TEAM

Mike Armstrong

mike armstrong lion legion

Mike served 17 years in the Royal Navy, first on Submarines, then as a Commando Helicopter Pilot (got tired of drowning), before becoming a Director in the Virgin group of companies.

He created Lion Legion after becoming frustrated with the poor-quality items he received when shopping online, and was convinced he could do a better job of it. He is responsible for development within Lion Legion and for coming up with new product ideas.

Mike is extremely proud of Lion Legion's wonderful reputation. It's what makes him very happy to be doing this job. That, combined with the ability to work closely with some of his lovely family, stops him from retiring!

FUN FACT: Mike had a pet monkey when he was a young boy living in Singapore.

Louie Armstrong

lewis armstrong

Louie manages the day to day running of Lion Legion, overseeing production, marketing and all customer interaction. He spent his professional career in leadership roles for a number of organisations big and small, taking redundancy in the first of the COVID lockdowns; he has never looked back and is enjoying the journey of running a business and spending more time with Mike and his family.

Proud of the reputation for good quality and service Lion Legion has created so far, Louie is keen to keep pushing the brand into new spaces, with new products, whilst staying true to the core values of Lion Legion.

When Louie isn't working he is usually spending time with his family; his wife, two children and two pugs. He enjoys a good movie and is a bit of a geek at heart.

FUN FACT: Louie has an irrational fear of Bananas.

Sarah Armstrong

sarah armstrong

Sarah is the newest member of the team and runs our customer service department. Before being mum, Sarah spent her time as a recruitment coordinator for a global organisation prior to moving on to being a customer experience manager in the travel industry. This wealth of knowledge allows us to give our customers the very best in service and communication.

Sarah jumped at the chance to join Mike and Louie in the business and has made a massive improvement in the customer service department.

When Sarah isn't working she enjoys a good murder documentary and a nice home cooked meal by Louie.

FUN FACT: Sarah met Louie when she interviewed him for a sales role.

WHAT LION LEGION STANDS FOR

What ties us together is a sense of humour and a bit of British pride. It's how we get through the day.

Lion Legion champions these qualities:

  • A love of British humour, and creating products that put a smile on our customers' faces
  • Pride in our history and personality as a nation
  • Pride in doing a job right; no excuses, no waffle, no retreats

Why 'Lion Legion'?

The Lion represents those great British traits: strength, courage, bravery and looking out for family and friends. The Legion is what binds all of us together.

FOLLOW LION LEGION

Come and say hello, see new designs first, and join the Legion: