Sam is a 17-year-old who lives in London in an estate. They follow seasonal fashion trends and wear brands like Nike, Adidas, Topshop, New Look, Hollister, and Ralph Lauren. Their favorite artist is Ed Sheeran because they can relate to his emotional music. In their spare time, Sam goes out with friends, watches TV, and sleeps. They are interested in social issues like drugs, drinking, smoking, driving, and partying. Their best memory is going on holiday abroad with friends and they most likely spend money on clothes and food. Sam aspires to go to university to study something they enjoy and the most important thing to them is family who are always supportive.