KNOW YOUR CRUCIAL BRANDS

Ami

The new APC. Founded in 2011, this Paris label offers comparable sweatshirts, bomber jackets and caps; easy-to-wear staples granted extra panache via appliqué logos, embroidery and bright colours.

Officine Générale

The sartorial embodiment of the life and style of Parisian founder Pierre Maheo. Tailoring, resort wear and everyday apparel through the eye of an uberstylish, very amiable man of the world.

Aimé Leon Dore

Nostalgic sportswear meets classic menswear. New York’s Aimé Leon Dore has collaborated with New Balance, Clarks Originals and on a special edition Porsche 964 Carrera 4.

Brain Dead

Grungy, “grown-up” streetwear brand that began life as an underground LA art collective. Chaotic prints, heavy tie-dye, Hawaiian shirts, tactical vests and logo-spattered fleece are all signatures.

Patagonia

Yes, the cagoule people. Outfitters of hypebeasts, media boys, masters of the universe and actual adventurers. Technical performance and ethical production at the fore, Yosemite style backing it up.

Paraboot

French shoemaker responsible for the Orsay loafer and Michael lace-up, two of the finest, most neo-Preppy shoes a man can own.

Massimo Alba

Super-slouchy Italian style that takes as much from Balearic bohemia as it does Neapolitan slickness. Based in Brera, Milan; James Bond wears Massimo Alba in the upcoming movie.

Noah

The high church of Prep 2.0, founded by Brendon Babenzien, a former creative director at Supreme. What mid-century Ivy Leaguers would wear in 2020 — if they skated.

Arpenteur

Lyon-based workwear brand run by two cousins making hand-dyed chore coats, traditional French knitwear and whimsical cartoon prints — with no added Parisian pretension.

Rowing Blazers

Established by ex-Team USA coxswain Jack Carlson, it began as a book about… rowing blazers. It still outfits top clubs and schools but now makes a plethora of uber-preppy apparel and accessories.