When it comes to menswear, there are brands most guys will have on their radar.
For workwear, you will likely be familiar with Carhartt or Dickies. Into the preppy look? It’s Aimé Leon Dore or Gant filling your wardrobe. Or if you’re a logo lover and you prefer shopping luxury, maybe Prada or Louis Vuitton are more your speed. But, when you’re looking for unique pieces no one else has, that’s when things get a little complicated.
In a world where every brand is at our fingertips, it can be overwhelming to search for something completely new. And even then, you don’t know if the quality will be up to scratch or whether your order will even turn up or not. But fear not. As a professional stylist, I am constantly on the hunt for new labels that offer something different to the status quo. I have searched high and low and harnessed my expertise to find premium, reliable menswear gems at a range of price points. These are labels which you can count on every time.
When you’re shopping, it’s generally best to follow a ‘capsule wardrobe’ agenda. We’re talking well-made classics which can be mixed and matched together to simplify the dressing process and take the fuss out of finding that perfect outfit for work, the weekend or date night – something these brands all do well. This is not about adhering to trends. This is about enduring staples that will form the foundation of your sartorial rotation.
It could be a great pair of straight-leg jeans, a classic Oxford shirt, a crew neck sweater or a well-cut t-shirt – if you build your wardrobe around timeless silhouettes, you’ll always look put together. Then once you’ve got the basics sorted, you can think about adding a statement piece or two.
So, instead of shopping off-the-rack at well-known high street stores or clicking on the first brand you find on Google, you can add these brands to your wardrobe rotation instead. From Wax London’s shirting to the weather-ready outerwear and accessories at Rains, as well as Asket’s responsibly-made collections, these are the off-the-radar brands barely anyone else will have.
See the lesser-known independent menswear brands below
Émigré
Best for: the nine-to-five
Commuters know the key to a seamless morning is to fill your wardrobe with sleek office-ready staples and Émigré is a brand to know in the sophisticated formalwear space. Its collection is filled with functional fashion that extends from shirts, trousers and blazers to bags, briefcases and luggage that have pared-back design and clean, classic and elegant aesthetics.
Buy now, Émigré
Tropicfeel
Best for: rugged travelling
A travel trip to Thailand inspired the creation of sustainable footwear, apparel and luggage B Corp label Tropicfeel to launch. The Barcelona-born brand provides accountability for every stage of the production process, paying attention to each in order to minimise its impact on the planet. As such, it prioritises the use of recycled materials and all the packaging is recycled. This idea even extends to the products in which each piece has endless wear potential, whether you’re at home or abroad.
Buy now, Tropicfeel
Brown Avenue
Brown Avenue’s offering is full of laid-back pieces that wouldn’t look out of place in the French Riviera - from timeless knitwear and relaxed tailoring to classic polo shirts. The founders are originally from Stockholm, so the feeling of French nonchalance is paired with understated Scandi minimalism. Think classic silhouettes and a muted colour palette. The best of both worlds.
Buy now, Brown Avenue
Arterton
Though it’s all well and good having the best menswear, you also need a way to get your clothes from A to B. Enter: Arterton, the luxury label with a range of luggage designed specifically for guys’ wardrobes.
The signature piece is the garment bag which is made from 10 oz waxed cotton with a dual-zip opening and enough space to accommodate three hangers — which are also lauded as the best hangers you can buy. This is the treatment your clothes deserve.
Buy now, Arterton
Luca Faloni
If you’re into the Italian Riviera look à la Talented Mr. Ripley, Luca Faloni is the brand for you. The collections pair impeccable craftsmanship (with everything handcrafted in Italy) with premium fabrics and modern design. Think lightweight knitted polos, linen shirts, relaxed tailoring and well-fitting chinos – perfect for the well-dressed gent on holiday.
Buy now, Luca Faloni
Asket
Swedish label Asket was founded out of a desire to create solid menswear staples which don’t cost the earth. So, the collections are full of Scandi-coded capsule pieces (be it a well-fitting tee, an overshirt or great denim) which are fully traceable.
A slow fashion label, the pieces are responsibly made, designed to last and transcend the trend cycle. The idea is to buy less and buy better – and we’re into it.
Buy now, Asket
Resort Co
As you may have guessed from the name, Resort Co is a one-stop shop for holiday wardrobe essentials. There are lightweight polos, printed co-ord sets and classic sunglasses as well as tailored swim shorts and leather sandals. The best part? The collections are built to last so they’ll live in your suitcase for many summers to come.
Buy now, Resort Co
Collars & Co
Anyone who wears a dress shirt on the daily will know the struggle when the summer months hit – especially if you need to travel on the sweaty underground. The good news? Collars & Co has designed a warm-weather alternative: a lightweight short-sleeved design which takes its cues from a classic polo shirt. Other than the signature piece, the collection is full of classics for the corporate man, from tailoring to office-appropriate trousers.
Buy now, Collars & Co
L'Estrange London
Modular fashion is L’Estrange’s MO. The entire collection is designed to work together meaning you can easily build a strong look from head to toe – whether you prefer a sweatshirt, shirting, shorts or trousers – and everything has a minimal and versatile feel, with tones ranging from beige to navy to black to white. Creating a capsule wardrobe has never been easier.
Buy now, L'Estrange London
Rains
As you may guess from the name, Rains is an expert in weatherproof fashion. From coats to backpacks, much of the collection is crafted using the brand’s signature PU fabric which is super smooth, lightweight and, more importantly, water-repellent. Beyond that, there’s a whole host of gorpcore essentials – fleece sweaters, loungewear sets and ripstop overshirts included.
Buy now, Rains
London Sock Co
Quality socks are hard to come by — which is exactly the reason Dave Pickard and Ryan Palmer founded London Sock Co back in 2013. An answer to the polarised sock market where the only options were high-end or high street, Pickard and Palmer wanted to introduce a strong mid-range option for day-to-day wear. Each pair is made with top-tier fabrics and methods for a high-end finish without the unattainable price tag.
Buy now, London Sock Co
Wax London
For pieces with a touch of personality, Wax London is your best bet – especially when it comes to shirting. They’ve got you covered all year round, from printed short-sleeved styles perfect for summer to autumnal checked overshirts, which are actually crafted using French upholstery fabrics. Then there’s knitwear, denim, suiting, t-shirts and loungewear. A great all-rounder.
Buy now, Wax London
Oliver Cabell
Just one look at Oliver Cabell’s footwear and it’s immediately clear that the brand makes good on its promise to only work with high-quality, enduring materials. The shoes are made from ethically sourced Italian leather, and since its launch in 2019, it now offers boots, loafers and even jewellery alongside its sneakers.
Buy now, Oliver Cabell
CDLP
Since the brand's founding in 2016, the design duo founders behind CLDP, Christian Larson and Andreas Palm, have been on a mission to transform your underwear drawer. Its offering of luxury basics elevates the daily dressing ritual, combining Swedish innovation with premium, eco-conscious materials. For men and women alike, the collection extends to boxers, heavyweight tees, socks, swimwear and homewear, the latter of which includes pyjama shirt sets.
Buy now, CDLP
Aurélien
Aurélien’s flagship store in Amsterdam is a treasure trove of understated elegance with both shoes and clothing designed for the discerning gentleman and woman - and its online offering will deliver the styles to your door.
The timeless creations are designed to transcend the notion of trend and, in fact, place importance on artisanal craftsmanship and the use of natural materials. The apparel is cut from a trademarked Cashwool, natural linen or suede from the finest tanneries in Italy. When it comes to footwear, browse the sophisticated offering of driving shoes, loafers and minimalistic trainers.
Buy now, Aurélien
