6 Cool & Affordable Brands To Know
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6 Cool & Affordable Brands To Know

Elevating a wardrobe can be an expensive business. For anyone who’s looking to move beyond the high street, but isn’t ready to pay fashion-house prices, these six contemporary labels will give you an edge – without breaking the bank.

All products on this page have been selected by our editorial team, however we may make commission on some products.

01

Folk

British label Folk is all about quietly stylish clothing enhanced by subtle detail. Its collections are approachable and wearable, deploying simple patterns while maintaining a laser focus on quality, texture and fabric. The laidback Assembly Pant is a bestseller among its great range of trouser styles, while every spring it delivers a classic set of soft-collar, short-sleeve shirts for the warmer months ahead.

Visit FolkClothing.com

Assembly Work Jacket

£210

Barrel Leg Pants

£160

Classic Stripe Tee

£65

Assembly Jacket

£195

Prism Sweat

£120

Cotton Linen Trousers Drawcord

£150

Patch Overshirt

£180

Cotton Linen Blazer

£295

@SERVICE.WORKS

02

Service Works

You might have noticed a little orange label appearing on the weekend outfits of well-dressed men in your neighbourhood. That fluorescent flash is the stamp of Service Works, a fast-rising British brand with roots in professional kitchens. While working for his family’s hospitality business, founder Tom realised he was as comfortable wearing his work uniform out and about as he was on shift. Hard-wearing fabrics and casual cuts give his chore jackets and trousers a streetwear edge. A drawstring waistband and fatigue-style pockets only enhance the laid-back appeal of the signature Chef Pants.

Visit ServiceWorks.xyz

12oz Service Embroidered Hoodie

£75

Turbot Cap

£32

Bebop Tee

£35

Trade Chefs Pants

£39

Sunny Side Up Tee

£35

Canvas Waiters Pants

£69

12oz Scribble Logo Hoodie

£75

MoleSkin Coverall Jacket

£95
03

A Day’s March

Classic styles, clean silhouettes and high standards are the MO of this Swedish label, which recently upgraded its London presence with a new, three-storey townhouse store in Soho. As well as dropping on-point new collections each season (check out the zip overshirts that have just arrived for SS24), it maintains a Core Collection of well-made pieces in timeless designs.

Visit ADaysMarch.com

Ebro Open Collar Polo

£90

Algot Cotton Lyocell Overshirt

£170

Duster Car Coat

£200

Denim No.3

£130

Patch Pocket Sturdy Twill Overshirt

£160

Branford Long Sleeve Jersey Polo

£80
Etienne Sweatshirt, £100
Etienne Sweatshirt, £100

@SELECTEDHOMME

04

Selected Homme

This Danish brand has pulled off something special: its appeal is broad enough for it to be stocked in John Lewis, but it has retained a subtle edge that means you’re just as likely to find it in a Shoreditch boutique. At this time of year, it’s the kind of label that could kit you out with every layer you might need, from overshirt to light jacket to fine knitwear. Everything’s made with longevity in mind, including a nice line in well-priced tailoring.

Visit Selected.com

Black Straight Fit Jeans

£80

Classic Knitted Jumper

£55

Striped Cotton T-Shirt

£32

Double-Breasted Coat

£154  (was £220)

Slim Fit Tapered Trousers

£55

Slim Fit Tapered Trousers

£75

Knitted Polo Cardigan

£75

Padded Quilted Gilet

£95

@YMCLONDON

05

YMC

It’s getting on for 30 years since Fraser Moss and Jimmy Collins launched YMC. Back then, they pioneered a subtler style of menswear that took its lead from workwear and military clothing. Today, the label continues to go where others follow. Its own stores in Soho and Spitalfields are the best places to get a feel for this enduring brand – that’s where you’ll see the true quality of its cool basics. 

Visit YouMustCreate.com

Earth Sugden Sweatshirt

£145

Painter Corduroy Trousers

£175

Painter Trousers

£165

Suedehead Stripe Crew Neck Jumper

£230

Wild Ones Organic Relaxed Fit Pocket Tee

£50

Beach Fleece Jacket

£295

Groundhog Jacket

£250

Babe Ruth Baseball Trousers

£175

@WAXLONDONCLOTHING

06

Wax London

Heavyweight overshirts in bold checks are the signature pieces that helped earn Wax a place on rails in Liberty, END and beyond. Floral patterns come into play for its warm-weather collections, but actually fabric is the foremost factor for Wax. From light linens and sunny seersuckers to durable jacquards and beautifully lived-in denims, it sources responsibly and with a great eye. Go see everything Wax can do at its stores in Soho and Spitalfields.

Visit WaxLondon.com

Artist Overshirt

£100

Iggy Jacket

£175

Dean T-Shirt

£45

Wilde Crew

£135

Loose Fit Jeans

£110

Whiting Overshirt Jenson Check

£145

Zen Oversized Sweat

£95

Eldon Jacket

£350

All products on this page have been selected by our editorial team, however we may make commission on some products.

DISCLAIMER: We endeavour to always credit the correct original source of every image we use. If you think a credit may be incorrect, please contact us at [email protected].