Take five businessmen, a variety of high quality yarns and a spinning mill in Derbyshire, England and the result is one of the oldest British fashion brands to date: Viyella.
Not many brands can boast an inception into the world of fashion as early as 1784. More importantly, not many brands that have been going since 1784, which are still continuing to this day, are still producing modern and contemporary collections.
Viyella’s SS13 menswear collection, inspired by country pursuits and regattas, is no doubt targeted at sartorial purists. Unlike modern day throwaway fashion, Viyella prides itself on comfort and superior men’s clothing that is built to last. With its exceptionally high quality men’s formal shirts, smart-casual chinos, corduroy trousers and classic merino wool jumpers the spring/summer collection is both British in heritage and style.
Whether you are gracing the banks of Henley or the stands at a polo match this summer, Viyella’s bold chinos in green, blue, mustard and berry and boating jackets with variations of bold stripes ooze opulence and poise.
For those who prefer something a little more understated, Viyella’s light blue/green linen overcheck jackets or summer quilted jacket provides as much sartorial splendour as the rest of the collection, all the while maintaining that modest mien one seeks when stepping out as a paragon of style and British sophistication.
Understated or overstated, Viyella has your look catered for this season. Just remember to doff the Panama at all who take note, there will be a few.
You can shop the collection here.