Fourth & Main SS12 Lookbook

A new contender has entered the ring in the fight for Britain’s menswear market. Fourth & Main advertises itself as a lifestyle brand, more than just a fashion line, and is rooted in London’s creative culture. The collection consists of both a capsule range of men’s basics and a bi-annual arts and culture publication, known as Fourth & Main Journal, which is geared towards showcasing a new generation of writers.

Their inaugural collection is a seasonal capsule wardrobe that takes its influence from classic British styles.

The shirting makes use of the seldom seen club collar, a feature that harks back to the styles of the 1920s. It also carries connotations of the British private school; another name for the style is an Eton collar, which gives the collection a youthful, studious vibe. Despite the minimalist choice of colours, this style of shirt could become synonymous with Fourth & Main should their market continue to grow. Some more casual shirting is available in the form of a selection of button down linen shirts, ideal for a laid back look on a hot summer’s day.

Tailoring consists of a range of linen blazers in beige, navy and a double breasted variant in stone. They are unstructured, which suits the seasonal fabric and creates a laid back feel, yet their styling retains a classic elegance that gives them the timeless quality that the collection aims to preserve.

A range of tailored shorts and chinos in a tapered cut provides a versatile base for any look, whilst swimshorts in more vibrant, playful colours give the otherwise subdued collection a sense of whimsy and fun.

The collection is rounded off with basic t-shirts and knitwear – essential elements of any wardrobe – as well as a washed cotton chore coat which gives the option to put together a warmer outfit, something many will appreciate during a typical British summer.

Fourth & Main takes a stylish yet minimalistic approach to menswear that captures the appeal of a capsule wardrobe – allowing you to build a unique look from a selection of carefully picked versatile basics. With such a promising initial collection and an interesting cultural dimension, Fourth & Main are certainly a brand to keep an eye on as they develop.

Shop the collection over on the Fourth & Main website.

Fourth & Main SS12 Lookbook:

Fourth & Main SS12 Lookbook

Fourth & Main SS12 Lookbook

Fourth & Main SS12 Lookbook

Fourth & Main SS12 Lookbook

Fourth & Main SS12 Lookbook

Fourth & Main SS12 Lookbook

Fourth & Main SS12 Lookbook

Fourth & Main SS12 Lookbook