“You, son,” he’d say, leaning out the window. “Ever fancied making a few hundred quid?”
Somewhere, James Nichols—now a night security guard at a retail park—took a drag of his rollie and smiled. EnglishLads was gone. But the lads, in all their glory, would never truly vanish. They were still there, kicking that ball against the wall, in the endless, beautiful, ordinary rain. james nichols englishlads
“They’re not ‘content,’” he’d snarl into his Nokia brick phone. “They’re lads. From England. It’s right there in the name.” “You, son,” he’d say, leaning out the window
But running EnglishLads was like trying to keep a firefly alive in a jam jar. The internet was changing. Free tube sites were cannibalising paid content. And then the banks, the payment processors, the moral guardians—they all came calling. They didn’t like the word “lads.” They didn’t like the unpolished, working-class reality of it. They wanted professional, sanitised, corporate-approved content. But the lads, in all their glory, would never truly vanish
His method was legendary, and slightly terrifying. James didn’t book models through agencies. He found them. He’d park his battered Ford Transit outside a Wetherspoons in Leeds, or a Halfords carpark in Birmingham, and just watch. He had an eye for a certain kind of energy—the way a boy ran a hand through his hair, the confident slouch, the scar on a knuckle, the gap in a front tooth.
He’d founded EnglishLads in the mid-2000s, a tiny, rough-around-the-edges website born from a simple, almost anthropological obsession. He was tired of the airbrushed, Californian surfer boys who looked like they’d never had a fight or a kebab. He wanted the builders, the brickies, the lads from the estate agents and the Saturday football leagues.
“That’s it,” James said, lowering the camera. “That’s the real thing.”
