Generation Next: The New Menswear Brands To Watch

If you’re anything like us then you’re on the lookout for something that’s a cut above the rest. Well, good news, we’ve got them right here, so you should clear some space in your wardrobe (or buy another one).

“We’re more than excited to introduce this eclectic mix of next-generation brands from different corners of the world,” our menswear buyer, Lee Goldup, explains. “Personally, I can’t wait to get my hands on anything from Berlin design collective GmbH – they’re really hot on sustainability and have an instantly recognisable aesthetic.”

So if none of these names rings any bells then you need to get acquainted… 

While some people are determined to build walls (we’ll give you a clue, MAGA) most of us want to pull them down, literally and figuratively. So Samuel Ross founded A-COLD-WALL* to articulate Britain’s ongoing struggle through the creation of unisex, workwear-inspired designs. The collection, underpinned with a youth-driven street-style aesthetic, includes durable logo t-shirts, which will soon be joined by androgynous hoodies, utilitarian outerwear and distressed pullovers all in neutral palettes that evoke an urban, architectural landscape.

Blurring the lines never looked so good! This is what comes to mind when looking at the unique pieces from Seoul-based design collective ADER Error. Since 2014, the unisex ready-to-wear label has been challenging the rigidity of gender roles within South Korea through a distinctive visual language of shirts in bold primary hues, abstractly printed sweatshirts, and slogo emblazoned tees. Born with the tagline “But near missed things,” this brand reinvents the familiar everyday pieces that might have been forgotten.

Yes, if you’re thinking of one half of the Charm’s x Kappa collaboration then you’re on the right track. But while this South Korean brand, founded by Yohan Kang in 2013, is renowned for this killer collab, it shouldn’t be defined solely by it. Charm’s menswear has never been available outside of Korea before, but thankfully this season that’s changing (meaning that the label’s huge following of K-pop fans will have to share the love). Expect to see sleek tailoring and utilitarian outerwear with price tags that frankly seem too good to be true. 

When hoping for guaranteed entry to Berghain you’ve got to look the part, and anyone has a good chance wearing Berlin-based brand GmbH. Born from the city’s legendary techno scene in 2016, this fashion collective fuses the energetic elements of the underground club culture to create collections which reflect attitude. All pieces are meticulously crafted using re-purposed garments from a high-end factory in Milan. Statement denim and streamlined half-zip knits will soon be joining the off-duty go-tos and bulky leather jackets already available.

Creator of Vyner Articles, Heikki Salonen, summaries the unisex aesthetic of his brand as “actually more like clothing that is cut and fitted for men but something that I hope women would find too,” which is just one of the many reasons we love it! Amongst Finland’s most internationally renowned designers, Salonen resides on London’s Vyner Street (so you can see where he got the name now can’t you?). His daily observations of the artists from the many creative studios and galleries close by led him to design oversized shirts, printed denim and statement tees inspired by the classic items artists wear every day.

Words by Alexandra Oliver