AEdelhard aims to bring back ‘gentlemanly behaviour’
A new menswear brand is trying to put “gentlemanly behaviour” back in style.
Dubbed AEdelhard, the “technical-apparel brand” merges the sportsmanlike ethics of rugby with the quality and tailoring of a bespoke brand offering.
The brand is the brainchild of Darrell Kopke, a former executive at both Lululemon and Kit and Ace who is the brand’s CEO, and Michael Nguyen, AEdelhard’s creative director of apparel and a bespoke tailor to celebrities. They believe it’s high time some men start dressing (and acting) better.
We asked the two co-founders to explain just what AEdelhard is all about:
Q For those who aren’t familiar, what is AEdelhard? A AEdelhard designs technical-performance suiting that’s made from fabrics you use on the rugby pitch — which makes it the most comfortable business-wear apparel in the world ... AEdelhard is designed with athletic bodies in mind, and inspires to bring athletic performance into the workplace. Q Is there a story behind the name? A AEdelhard is named after a rumoured 19th-century English private club at the forefront of social change. In the Victorian era, the title of gentleman shifted from royalty and military to those who behaved and dressed in a sophisticated manner, and private clubs played a key role in this shift. We believe that the world could use a rise of gentlemanly behaviour and we feel that rugby can be that vehicle for change. Q Do either of you have a personal history with rugby? A Kopke played rugby for many years, and it left an impact on his life far beyond the rugby pitch. It’s a tough game, but it promotes values that carry with him to this day. Q What more can you share about this unique rugby angle?
A AEdelhard believes that the world needs more rugby because sport is a powerful tool in shaping culture beyond the pitch, arena and field. The sport that best embodies civility, respect, inclusivity and toughness is rugby. We can count on a sport with a code of conduct rooted in chivalry and respect to positively contribute to the evolution of our communities. We can count on a game that is accessible to all body types, genders and skill levels to improve inclusiveness. As such, AEdelhard is committing two per cent of its sales to promote communitybased rugby initiatives. Q What makes it different from other menswear brands?
A AEdelhard combines athletic-apparel fabrics and classic tailoring design with a modern fit to create the most comfortable suiting for athletic bodies. The knit-fabric construction offers maximum mobility to bring a feelgood-jogger fit with the details of classic tailoring, so you can dress up with your favourite blazer. The designer uses body-mapping to ensure the AEdelhard silhouette fits on a more athletic build.