Moodboard Monday #67
London based Brands.
Even when I’m travelling to a city, one of the main things I do is look at local brands. I want to see how they talk and what they talk about, especially if their roots are a huge part of their identity. My brain uses brands and cultural movements to help shape the narrative and connect the dots.
An example. I’ve only been to Queens, New York a handful of times. Once to see a friend’s apartment and music studio, and other times for food or just passing through. But when I think of Queens, New York.. I think of Aime Leon Dore. (I do think they should have a retail / creative hub in Queens, but that’s a point for another time.) It makes me think of a diverse city, and even the Unisphere in Flushing Meadows. When I think of Barcelona, I think of Nude Project (their socials are fantastic if you don’t already follow)..
So when I think of London.. these are the brands that I think of..
Palace The most London of the lot. Palace are the Supreme of this city, and I mean that as the compliment it used to universally be. The Supreme that’s untouchable, not the version people love to talk shit about today. Started as a skate brand, and used a weekly product drop to control demand and continue to build hype. Stores are now extremely beautiful but very skate. One even has a fountain with a cupid pissing.
Instagram here.
Webstore here.
Studio Nicholson A no-nonsense clothing brand that revolves around a fabric-first approach. “The idea for Studio Nicholson lies in making every day and commonplace garments exceptionally beautiful and flawlessly modern.” Every piece feels built for the city and whatever the day throws at it. Sitting in London Fields, Lime Biking across town, pints on the street outside a Soho pub. Made for anyone, but in the most aesthetically pleasing way possible.
Instagram here.
Webstore here.
Paynter Jackets A favourite of mine for a long time, even a constant point of reference for clients on the benefits of building a brand in public. I believe they were ahead of the game, some of the best to do it. Their care for the planet, their products and their customers, is unlike any brand I have come across. They have a lifelong fan, and more importantly, customer, in me. Even if you want to buy product right now, chances are you won’t be able to due to their business model and releasing 4 products per year.
Instagram here.
Webstore here.
Martine Rose There’s something about the way MR blurs gender that feels distinctly London to me. Oversized tailoring, sportswear cuts, pieces that move just as easily on a man or a woman. That genderless approach pulls straight from rave and club culture, where what you wore was about the night and the energy in the room, not what section of the store it came from. Her Nike collaborations bring that same feeling into product everyone actually recognizes. Football casual meets club culture meets proper tailoring. A very North London point of view, and one of the more interesting perspectives working right now.
Instagram here.
Webstore here.
A-Cold-Wall ACW has become a brand I’d call too cool for myself, but one I always check in on. Framed as sportswear, but explicitly referencing post-war British class and culture, they’ve built a lane no one else is really in. As much as I hate to say it, their collab with Arsenal was top tier.
Instagram here.
Webstore here.
Cawley Studio A brand most may not expect to see on this list from me, but I do love old traditional styles. Cawley Studio takes a modern approach, with updated silhouettes and some genuinely interesting fabric choices on classic designs. Look no further than the Flying Jacket, inspired by vintage aviation jackets, but instead of a tight fit, it’s boxier, made to be layered.
Instagram here.
Webstore here.
Cole Buxton Luxury British Sportswear, inspired by heritage. I hope no one’s offended by this comparison, but I’d call them London’s closest thing to Aime Leon Dore pre-LVMH money. Everything they do feels classy and unmistakably London. Product made with purpose, not just for looks. If you’ve followed me for a while, you know the compliment this is.
Instagram here.
Webstore here.
UVU From a similar group to Cole Buxton, including Cole himself as a co-founder, UVU has become the coolest running club in the world. Not that they’d ever call themselves that. What started as a passion project for founder Adi Gillespie has grown into a brand that uses cinematic storytelling to inspire everybody to become a better trainer.
Instagram here.
Webstore here.
Corteiz Rules the World.
Instagram here.
Webstore here.
Picante. Founded by two ex-Burberry mates who clearly missed being creative more than they missed the corporate structure. Vintage-referencing graphics, boxy fits, heavyweight cotton, but the real signature is how far outside clothing they take the brand. Restaurant collabs, a running food guide, merch for London eateries. It’s less a clothing brand with a personality and more a taste level applied across everything they touch.
Instagram here.
Webstore here.
Wales Bonner I think Wales Bonner captures the diversity of London best of anyone on this list. Product, casting, art direction, all of it. You see their range most clearly through the adidas and Y-3 collaborations. Their ability to make commonly casual pieces feel elevated is a skill not many can master.
Instagram here.
Webstore here.
JW Anderson I’d say this is London’s answer to Jacquemus. A luxury brand that has a lot of fun, and you can see their personality from a mile away. Harry Styles wearing the brand during his London residency was obviously all over my feed. Their collaborations with Uniqlo have given customers a more accessible way into the brand, which you can’t hate on.
Instagram here.
Webstore here.
If there’s a brand that should be on this list, no matter the size, let me know. I don’t discriminate, and would love to feature more small brands where possible. Part 2 incoming.
As always, thanks for reading.
Hayden