Our campaigns have always been based on what we consider music icons that transcend generations and they're not of the moment - they continue to evolve.

I think if you're a creative person, then you're always kinda looking to move things along - 'Where else can I go? Where can I take this?' From painters to photographers - anything creative in the arts - if you're a true artist, I think you'll always look to do something else. 'Where else can I go with it?' Do you know what I mean?

There's this British elegance that we, at times, have really missed in the States. We've always been more of a sportswear culture.

Coming from a little suburban town, I wasn't a hip city kid. I was quite the opposite, really. Songs like 'Saturday's Kids' rang a bell for kids all over the country. That song was about the kids I grew up with.

I wanted to make a record that sounded like a continous piece

I'd like to think that what I've written over the years and what I'm doing now means something to people. People in the street all the time are saying "love the new record" or "I love that record," this tune or that tune. It means an awful lot, or it's been a big part of their lives. As a songwriter, what else would you really want? You're trying to connect with people, people's emotions, and maybe say something about their lives or feelings. That's probably a good enough compliment to receive, really.

I get labelled as just being about one thing, but there's lots of layers to what I do.