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Brands to Watch in 2024
As we stand on the precipice of a new year, it's the perfect moment for fresh beginnings. Let's extend that sentiment into the realm of fashion, stepping away from the familiar to explore new styles and brands.
While these labels may not be in the mainstream spotlight just yet, they are on the brink of something extraordinary.
In a dynamic fashion landscape that thrives on innovation, sustainability, and authenticity, these emerging brands have piqued our interest.
Each one brings a unique perspective to the table, promising to cater to the ever-evolving fashion needs of 2024.
Séfr
Séfr, a menswear brand flying under the radar, is a hidden gem with its premium materials, clean-cut tailoring, and vintage aesthetics. Imagine stepping into a world of soft fabrics, delicate patterns, and graceful styles.
Séfr's French charm transports you to a realm of timeless style perfectly aligned with upcoming trends.
From brushed alpaca jumpers to dainty floral shirts, Séfr strikes a beautiful balance between simple staples and eye-catching pieces.
Nicholas Daley
Nicholas Daley is gaining momentum for its nostalgic collections that bring new ideas of British heritage to the forefront.
Not only is it in touch with trends, but it also champions community, inclusivity, and culture.
The collaboration with Chelsea FC, paying homage to Paul Canoville, is a testament to Daley's commitment to honouring black British culture. This brand is set to redefine menswear with an effortlessly cool fusion of the past and present.
wecanfly
We Can Fly injects playful twists into everyday essentials and outerwear while championing fashion as a form of social activism.
After receiving the Sergio Tacchini scholarship and interning at C.P. Company, Jake Baker Cliff turned his love for functional clothing towards creating his own brand and making a difference.
On a mission to cater to everyone's needs, including those often overlooked, We Can Fly puts inclusivity at the forefront of its designs. For instance, the brand’s collaboration with BlindAid charity worked towards a fashionable and functional solution for the visually impaired, releasing a jacket that replaces traditional, often finnicky fastenings with magnetic alternatives.
Vollebak
Founded by twin brothers Nick and Steve Tidball, Vollebak stands at the intersection of science and fashion.
Their weatherproof, packable range, inspired by biomimicry and nature, applies material science to clothing.
From the iridescent Black Squid Jacket to garments made from materials used on deep space missions, Vollebak wants to bring sci-fi novels to life.
As they say, they are not designing for the next season; they're creating fashion for the next century.
Saul Nash
Saul Nash's technical menswear is cut for movement, reflecting his dedication to redefining traditional athleisure codes.
The designer's persistent study of genderless sportswear earned him the prestigious International Woolmark Prize and the Queen Elizabeth II award for British Design in 2022.
Nash's work is a testament to his commitment to creating garments that seamlessly blend fashion and dance. Plus, national treasure Louis Theroux wore his AW23 Bonded Ski Jacket for Rollacoaster Magazine, and that’s a big deal.
Industry of All Nations
Embracing sustainable fashion, Industry of All Nations utilizes natural fabrics, dyes, and responsible manufacturing techniques.
With a commitment to bringing production back to its original makers, the brand sets a standard for ethical and environmentally conscious fashion.
If you're all about sustainable fashion (these days everyone should try to be), Industry of All Nations is your go-to.
Unfortunately, we aren’t at the point where responsibly made fashion is readily available at affordable costs, but if it’s between this and other expensive brands, then support the one paving the way for an eco-conscious industry.
Jekeun
With a distinctive edge, Jekeun is a brand for bold statement-makers.
The UK-based brand embodies the rebellious attitude of the London punk scene and East Asian youth culture.
With often audacious takes on classic menswear, you’ll find upcycled pieces, oversized blazers, preppy knitted vests, tartan, and ties in its SS24 collection. It’s not afraid to throw in a skirt or two either.
Masha Popova
Masha Popova's avant-garde designs, characterized by fabric manipulation, are instantly recognizable in its swirl patterns and two-tone dyed pieces.
The brand has received lots of popularity for womenswear, catching the attention of style icons like Billie Eilish, Dua Lipa, and Kylie Jenner.
With bold and creative options for the fashion-forward man, it’s time for the menswear line to step into the spotlight.
Piet_org
Towards the streetwear side of things, Piet_org has all the hype factors sorted.
The São Paulo-based brand offers all the favorite skater silhouettes complete with sick graphics, bursts of colors, and patterns that resonate with its Brazilian identity.
The collaboration with Oakley, exemplified by their striking teeth slip-on shoes, showcases the brand’s affinity for trends and innovative design.
Dystopian futures are becoming a big influence for imaginative dressing.
As we eagerly anticipate the trends and statements that will define 2024, these up-and-coming brands are poised to make a lasting impression, offering a glimpse into the future generation of fashion. Keep your fashion radar tuned to these names, and you’ve got yourself a front-row seat to the best newcomers in fashion.
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