Co-Founder of The Idler magazine, Gavin, feels that clouds are one of the most beautiful and varied of nature's displays and that it is high time people stopped complaining about them.
So he founded the Cloud Appreciation Society in 2004 to fight 'blue-sky thinking'. The society now has over 35,000 members in 94 countries.
Gavin’s book, The Cloudspotter’s Guide came out in 2006. It immediately became an international bestseller and has been published in fifteen different languages.