In 2007 'Better Never Than Late' was created as an aimless photo documentation of day to day life in London - following  a group of like-minded individuals through their trivial pursuits. As more contributors added their different twists and interests, the audience grew - bringing together a much larger crowd of people. What started as an aimless time killer had become something that people were supporting. Through diverse content, sincerity and humour, BNTL has gained and retained a formidable reputation as a cultural resource and is widely considered to be London's leading lifestyle blog.