Luxury conglomerates LVMH, Kering, and Richemont run monopoly-style fashion empires; we are in one of the more vivacious eras of modern menswear, with many new brands starting to pop up on the public radar.
Young fashion marques are littered all over the cutting room floor, so being able to cut through in such a competitive industry is all about more than just great style; it’s smart business, clever marketing (on shoelace budgets), and, increasingly, sustainability savvy.
Some of these ‘new’ brands might be known to the more discerning menswear obsessive, but their real work has only just started. These are 10 of those brands that have been slowly seeping into the contemporary mindset, so add them to your wishlist before everybody smells the coffee.
Akashi-Kama
Old-world Japanese craftsmanship with modern-day California style, Akashi-Kama is a great alternative for the guy who values comfort. Established in 2018, the label is the brainchild of Alec Nakashima, who sets an original tone by marrying forms and structures found in traditional Japanese silhouettes with Western garments, drawing particular reference from classic sportswear styles.
Fixture is best known for its Noragi jackets, which play on the shape of a traditional Japanese silhouette retooled through the lens of modern tailoring.
The aesthetic is moody minimalism. It is a collection of “artful utility pieces” with casual, modern wardrobe functionality that easily translates to various environments.
Brown Avenue
Acne Studios has set a high bar for Young, but a few labels have struck gold in the lab. One such creator is Brown Avenue, a Stockholm-based studio set up by friends & brother-in-laws Niklas & Kevin in 2022.
The brand expertly combines Scandinavian minimalism with elevated basics, all for a cost that does not make you choke. All the classic Scandinavian design tenets are present: soft, clean lines, a muted colour palette, and a quick and dirty obsession with high-end natural fibre cashmere.
It is buttoned up and luxe but still casualwear that feels like money (the cashmere hoodies could give off Bobby Axelrod energy).
Émigré
Émigré is a one-of-a-kind menswear label purposely designed for the professional on the go. Émigré Founded by a squad of executives in the fashion world who travel a lot, Émigré elegantly tackles the problem many guys have: travelling smart, travelling comfy, and stepping off the ground looking fine.
They accomplish this by utilizing the highest-performance and technologically advanced fabrics throughout the wide spectrum of classic tailored silhouettes. Their unstructured Travel Ponte Blazer is made in Portugal with a cotton blend; this fabric stretches, washes well and has premier wrinkle-resistance and softness qualities.
How about their Four Season Travel Trouser, made in Portugal from OEKO-TEX® glove-soft Italian Marzotto wool, breathable, crease-resistant, and perfect for air travel?
The kit is smart enough to dress it up or down, and the confidence that no matter what journey you leave, you arrive looking just as slick as when you left.
Forét Studio
Founded by childhood friends Jeppe and Jesper in 2014, Forét Studio is rooted in nostalgia for their upbringing in the Danish countryside. Based in Copenhagen, the brand focuses on a modern urban version of clean, functional menswear fit for both town and country.
The Nordic-meets-rugged aesthetic combines natural beauty with Scandinavian simplicity to develop long-lasting essentials like durable knits and weather-resistant outerwear from Forét Studio. The Danish label’s sustainability efforts are in check with the focused use of responsibly sourced fabrics, certified by further third-party standards, and production kept within the EU to facilitate proper quality control and humane practices.
Wax London
Wax London was selected for its checked, sustainable outerwear and well-crafted essentials. The brand has been making waves in this highly competitive menswear niche in London.
Wax distinguishes itself by seeking only first-grade fabrics, weaves, textures, patterns, and prints from mills and partners that it is proud to partner with and reflect sustainable values. Although the silhouettes it creates may echo antiquated menswear silhouettes, the fabrics and colours set them apart.
The result is a modern workwear aesthetic that combines British heritage with Mediterranean flair, and the collection is easy to wear.
Artknit Studios
Artknit Studios creates premium knitwear and wardrobe essentials using only the highest-quality, responsibly sourced materials, such as cashmere, merino wool, and organic cotton. The brand’s versatile collections are the very definition of simplicity and elegance. All their clothes are made in family-owned Italian workshops.
Artknit Studios has made an effort to go above and beyond in sustainability. It is among the small handful of B Corp menswear brands on earth so that you can ensure the absolute best provenance of its natural fibres.
The Resort Co
With their climate, you must be mad as a Swede to launch a summer-specific resort wear brand. Well, that is exactly what they have done with The Resort Co. Quietly rosining the bow these past few years, the label remains somewhat under the style radar for many, a fact we sense poised to change.
They make European chic hand-tailored as man and are justified in existing only to build you that perfect resort wardrobe. that would seat right at home on the deck of a 100-foot superyacht, and the melt-in-your-mouth jersey polos in breathable linen are summer-style godhead. You will need one in every colour.
Aurélien
Aurélien is defined as ‘quiet luxury,’ with a refined aesthetic guided by a rather neutral colour palette best described as Mediterranean casual elegance.
Founded by Michiel De Bruijn, a Dutch entrepreneur, the brand makes modern basics from materials such as suede, linen, and cashmere. Though mostly based on a soft tailoring aesthetic, casual yet luxurious menswear is easy to assemble.
Those collections are made in the same factories as the big-name players. Nonetheless, the way they streamline the operations and word-of-mouth marketing gives Aurélien the possibility to sell its clothing at a 40% discount
Made with fibres like Cashwool®, cashmere, linen, and organic cotton, Aurélien pieces are timeless goods.
FourTwoFour
Originally from LA street culture, FourTwoFour (424) aligns itself with an edginess that is very much reminiscent of counter-culture movements like punk.
424, founded by Guillermo Andrade, offers thought-provoking pieces like statement hoodies, graphic tees, and redesigned military jackets and accessories. Meanwhile, there are Western-style denim jackets with pintuck pleats and minimalist tailoring.
Andrade’s creativity is so unbridled that it would not fit in a 15-minute video. If you are looking for a label to help you get your clothes out, congratulations you may have just found your match.
Ava Thompson is a fashion stylist and trend forecaster, bringing you the latest in fashion tips, outfit inspirations, and style guides to elevate your wardrobe.
