The Cool London Label Doing Something New This Season
The Cool London Label Doing Something New This Season

The Cool London Label Doing Something New This Season


In a few short years, Percival has made its name giving classic British casualwear a cool, playful edge. For SS23 the young London label is sharpening up its act some more and going big on linen. From timeless suits to Cuban shirts and shorts, it’s got you covered ready for when the sun comes out. Here’s the full story…

Created in partnership with Percival

The Brand

Percival exists to ‘subvert the classics’. From its base in Hackney, it’s been adding an east London edge to casual menswear since 2017, often with the help of some subtle signature embroidery. Its sharp silhouettes and attention to detail – plus some choice collaborations with the likes of Champion and Campari – have caught the eye of well-dressed men from Chris Evans to Tom Holland. Now Percival’s unveiled a spring-summer collection with a new slant…

The Gear

From zip-up jackets to short-sleeve shirts, soft knits to tailored trousers, Percival should already be on your shortlist of go-to brands for relaxed warm-weather essentials. This year, it’s expanded its linen offering, giving you your finest opportunity yet to upgrade your summer wardrobe.

Lightweight and breathable, linen makes for easy summer living. Whether it’s a showpiece wedding or an afternoon in a pub garden ahead of you, Percival’s crisp range can keep you looking sharp. For smarter occasions, check out its 100% linen blazers and tailored trousers in classic and contemporary colours. Its short-sleeve shirts are perfect for laid-back days at home or abroad – look out for Cuban styles with sustainable coconut buttons and splashes of that signature hand-stitched embroidery.

The Advice

Linen doesn’t look after itself. Want yours to look as fresh in September as it does in June? Percival recommends handwashing with a delicate detergent – but nothing too vigorous, because scrubbing can damage or stretch the fabric. Rinse with cold water and gently squeeze out any excess water or detergent. Hang up to airdry – buttoning up any shirts or jackets to ensure silhouettes are maintained. Reshape while damp to reduce creases and, for an extra sharp look, iron on a low heat.


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