Rebel & Crown Spring/Summer 2014

A new luxury menswear label claims it began producing t-shirts after failing to find the perfect style elsewhere. Recently launched firm Rebel & Crown aims to refine the simple, minimalist aesthetic by fusing the heritage and craft of London’s Savile Row with laid-back LA cool.

By drawing influence from the precision and methods of Great British tailoring and applying it to the basic t-shirt, young entrepreneurs Jak and Daniel hope to create a brand that carries a sense of timeless luxury.

The boys, who worked with bespoke tailors from Savile Row and Jermyn Street to design their cuts, focus on perfecting a product they believe other brands often view as a basic extension of the greater collection.

“We spent years looking for the perfect men’s t-shirt – in the end, we realised we were better off making it ourselves,” said the pair.

Three different cuts, based on months of research into the particulars of cottons and necklines, are offered in the collection.

Extra Easy features a relaxed fit all over, while Standard Sculpted carries a tapered waist and figure-hugging cut. Finally, the Super Slim, the tightest of the three, favours smaller frames with its seamed, narrow cut.

Each style comes in seven colours and two necklines. All are made from American Suprima cotton, combed and dyed with a finish intended to be unbeatably soft, yet highly durable.

For Jak and Daniel, comfort, quality and fit, alongside a subtle yet impactful aesthetic, are key for SS14.

The brand has already confirmed it is in discussion to expand the offering to incorporate different fabrics, sleeve lengths and styles.

T-shirts from Rebel & Crown cost £55, the full range is available to order now for spring delivery at

Rebel & Crown SS14 Video

Rebel & Crown SS14 Collection