Modern life is busy, and so is modern menswear. Lots of brands, lots of subcultures, lots of choice, but no time to check them all out and find the stuff you like. So what do you do? You visit the same shops, buy from the same brands and before you know it, you’re stuck in a sartorial rut.
Staying on top of new and emerging names is one surefire way to keep things from getting stale. Which is why we’ve taken the guesswork out and put together a list of up-and-coming labels to start paying attention to, before your mates do.
Wyse
As one-half of the brains behind Manchester-based menswear store Oi Polloi, it would be fair to say that Steve Sanderson knows more than most about what goes into making quality clothes. Unsurprisingly, his new in-house brand, Wyse, is testament to that. Featuring laid-back, simplistic garments, ethically produced in India, Wyse’s offerings are ideal for everything from lounging around the house to a spot of casual globetrotting.
King & Tuckfield
An obsession with denim, knitwear and attention to detail was what initially drove London’s Stacey Wood to set up King & Tuckfield. Today, almost four years after her vision became a reality, it’s still something that’s evident in the brand’s collections. All of King & Tuckfield’s output is designed and made in the UK, something that sets it aside from many of its competitors. Expect nods to the 1950s, plus premium materials and next-level quality across the board.
A Day’s March
Affordable, high-quality and stylish: it’s the holy trinity of menswear that so many brands fail to pin down. Get two right and the third, almost invariably, suffers. However, there must be something in that brisk Swedish air, because A Day’s March has hit the sartorial bullseye. Superior quality garments that ooze Scandi charm, the brand does a particularly good range of overshirts. And all for prices that will leave you with enough change for some Ikea meatballs.
Ader Error
As the years roll by, South Korea’s reputation as the spiritual home of avant-garde streetwear is becoming increasingly solidified, and Ader Error is doing nothing to halt the process. The shadowy design collective has become one of the most talked-about names in contemporary fashion and given the timely arty-streetwear meets high-fashion look it champions, it’s not difficult to see why. Expect embroidered logos, modern cuts, quirky motifs like branded coffee cups as packaging and a bizarre (but effective) approach to social media.
Paladrin
Sustainability is a big word in fashion at the moment, and it’s something that’s at the core of what young, London-based label Paladrin does. To get a feel for the brand’s aesthetic, imagine American workwear that has been designed and created in the English capital, then you’re pretty much there. We’re talking chore jackets, overshirts and more, made out of durable, ethically sourced fabrics, by skilled local craftspeople.
Far Afield
Given the name, it may not come as much of a surprise to learn that Far Afield is a label that takes a large part of its inspiration from global travel. Set up by brothers Chris and Mark Scholes in 2016, the Brightonian brand is quickly making a name for itself as one to watch. Staple pieces include simple worker jackets, knitwear and bespoke shirts. But don’t be surprised if you see the occasional wool gilet or bold print thrown in now and again.
Apnée
You don’t need to be blessed with the torso of a Greek god to look good at the beach. A solid pair of swim shorts is all it takes. There are a number of brands out there pushing luxury swimwear but Apnee is definitely the one with the jazziest patterns. Colourful, all-over prints are what it’s all about here. However, if you’re not about turning heads, there are more subtle, block-colour options available too.
North 89
When you’ve spent all your winters trudging through rain and snow in Northern Europe, you develop an appreciation for the importance of weatherproof shoes. Problem is, ‘weatherproof’ and ‘stylish’ have pretty much always been mutually exclusive. Until now. Swedish label North 89 has filled the gap in the market, providing sleek, minimalist sneakers that can hold their own when things turn meteorologically unsound.
Armogan
A quality timepiece needn’t cost the Earth. Just ask the guys behind Armogan, a Belgo-Luxembourg watch brand with an eye for quality and good design. The label’s products are inspired by navigational tools of the past and reimagined for the explorers of today. There’s also a thorough after-sales policy, meaning you can buy with confidence, knowing you’ll be able to chart the world with your watch long into the future.
Les Basics
Wardrobe staples like crewnecks, plain tees and hoodies lay the foundation for every outfit you pick out. With that in mind, sourcing quality examples is not a task to be taken lightly. Les Basics may be a relatively new brand, but it’s one that fully understands how important the essentials are, and so has built itself around doing them properly. Here you’ll find no fuss, no clutter, no in-your-face branding. Just simple, quality items crafted to exacting standards.
Personal Effects
London-based menswear label Personal Effects knows that style isn’t always about making a bold statement. In fact, the secret to looking put together lies in simplicity and attention to detail. The brand’s garments are pared-back, subtle and well-designed. But that doesn’t mean to say they’re boring. In fact, interesting silhouettes and reimagined classics are par for the course.
Yatay
Sustainable, vegan footwear. It’s a nice idea, but it’s probably going to look like something found at the back of Willie Nelson’s wardrobe, right? Wrong, and it’s all thanks to newly launched, ethical sneaker brand Yatay. The label’s shoes are minimal, timeless and even PETA-approved; rendered using planet-friendly materials and packaged in boxes made from recycled plastic bottles. All of which means you can look good and do good at the same time.
A-Cold-Wall*
It’s no secret streetwear and haute couture have merged to become something nobody is really sure what to call any more. And no label is more symptomatic of this than A-Cold-Wall*. The London-born brand has been causing a stir in fashion circles for a few seasons with its modern take on traditional utilitarian designs, but recently there’s been more widespread attention. Get in with this experimental label before it goes stratospheric.
Aprix
Aprix (pronounced ‘ah-pree’) is the latest creation of Noah founder and former Supreme creative director Brendon Babenzien. It’s a sneaker brand with a focus on fuss-free design and beachy styling, filtered through the lens of skateboard culture. The resulting products are some of the most wearable shoes we’ve seen of late, albeit in some rather vibrant colours. Still, if you’re looking for a tasteful way to make an outfit pop, a pair of Aprix trainers could be just what you need.
Sørensen
From the design mind that gave the world luxury swimwear in the form of cult label Orlebar Brown, Sørensen is a new clothing brand taking its cues from vintage workwear. Using his own personal archive as the starting point, Wayne Sørensen designs classically styled basics that fuse utilitarian elements with premium materials. We’re particularly fond of, well, anything in its signature navy colourway.
CDLP
You can be wearing a tailor-made suit cut from the finest Italian cloth, but if residing beneath it is a pair of grubby white Y-fronts, then you’re still not really ‘well-dressed’, are you? Luckily, Swedish premium underwear company CDLP has the solution. The label’s luxury smalls are pants the likes of which you’ve never experienced before. We’re talking silky-soft cotton, carefully considered design and high-end European craftsmanship.
Greats
Set up by skate- and sneaker-industry veterans, Greats was founded in 2013, which is hardly ‘new’. However, the brand has always remained largely under the radar, especially in the UK. It’s one well worth having on your map though, because, in addition to making some very good looking shoes, Greats’s products are far more affordable than some of its key competitors.
Aimé Leon Dore
There aren’t many brands that manage to achieve cult status within the notoriously picky menswear scene after just four short years. But Aimé Leon Dore is one of the few. Helmed by Teddy Santis – a man with no fashion background, but a unique eye for design – the Queens-based brand has swiftly risen through the ranks to become one of the preferred names among streetwear-leaning men’s fashion aficionados.
Trunk
Londoners might already be familiar with Trunk Clothiers – a premium menswear boutique nestled away in the heart of Marylebone. However, what’s lesser known, is that the company recently branched out to launch its own in-house tailoring line. The collection consists of fine Italian-made suiting that embodies the Trunk aesthetic, and now there’s even a made-to-measure service to go with it.
