A 'Kingsman' is a traditional British Army rank (equivalent to a 'Private'), that was used in some Infantry Regiments before the 50s. A Kingsman is loyal to his King and Queen. He only uses traditional and classic items that are superbly long-lasting, so that he can dedicate his whole life to his country, as a true and loyal gentleman.
This is a metaphor for an ordinary modern man, who prefers life-time products over trend-chasing ideals, for he would rather spend his time and money on his family.
Obbi Good Label Kingsman Collection are designed and produced based on this inspiration.