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

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.


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



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


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

Etienne Sweatshirt, £100
Etienne Sweatshirt, £100



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




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



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

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

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