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Six Brands Taking Centre Stage this Season.

The menswear scene is ever-evolving, with an array of new brands coming into the spotlight each season. From Upsycle – which is more than just another streetwear brand – to Botter, who have made a name for themselves and their designs by being as sustainable as they are innovative. PAUSE rounded up both the established and new menswear brands that aren’t just pushing boundaries this season, but causing a disruption in the industry.

BOTTER

Founded in 2015 by the dynamic duo Rushemy Botter and Lisi Herrebrugh, Botter has consistently championed cultural expression and sustainability. The pair’s shared passion ignited a creative partnership that continues to push boundaries to this date. Recipients of the ANDAM Fashion Award and finalists of the LVMH prize in 2018, their designs are famous for being anything but normal, with each collection prompting a new conversation or question whilst focusing on the use of recycled and sustainable materials in innovative ways.

Their FW24′ collection saw the brand depart from its playful Caribbean aesthetic for a more soulful exploration of cultural mashups and the art of living, making it a more grounded take on tailoring. As a brand on the rise, rebelling from the norms of the fashion industry, BOTTER is definitely one to watch.

BOTTER AW24
BOTTER AW24
BOTTER AW24

PHOTO CREDIT: Gorunway

WOOYOUNGMI

This South Korean brand is all about manipulating proportions. Combining exquisite tailoring with a streetwear aesthetic that pays special attention to detailing and creating a unique twist on menswear staples, WOOYOUNGMI has become one of the most exciting menswear brands to note.

Honing in on her roots, Young-mi has continuously brought Seoul to the Western world. Often referencing dress codes from the city in her collections, she has created a fresh take on men’s tailoring. the brands designs resemble a semi-contemporary formalwear that is both elegant and delicate at the same time, making WOOYOUNGMI a menswear brand truly ahead of the curve.

WOOYOUNGMI AW24
WOOYOUNGMI AW24
WOOYOUNGMI AW24

PHOTO CREDIT: WOOYOUNGMI

UPSYCLE

New kid on the block UPSYCLE is a streetwear brand founded by influencer and fashion connoisseur A.Y Bandz, or Ayo to his friends. Known for fusing the raw energy of punk rock with the rebellious spirit of Y2K, the brands’ ethos is crafting statement pieces that ultimately become timeless wardrobe staples.

Bursting onto the scene in November 2023, UPSYCLE debuted with “Hypewear Vol.1,” the first chapter in their unconventional streetwear story, with each piece telling the story of a new generation of creators and visionaries, featuring bold colours, edgy cuts and a unique play on proportions. As the brand continues to garner attention from the wider streetwear community, their core values remain sustainability, creating timeless staples and reimagining streetwear for the next generation, all the while challenging the status quo.

UPSYCLE HYPEWEAR
UPSYCLE HYPEWEAR
UPSYCLE HYPEWEAR

PHOTO CREDIT: UPSYCLE

FENG CHEN WANG

Feng Chen Wang is a rising star in menswear, leading a new wave of female design talent. Her namesake label embodies a unique style: forward-thinking yet timeless, infused with emotion and depth. Through technical deconstruction, Wang crafts clothes that are both functional and thought-provoking. Her designs draw inspiration from her personal experiences and Chinese heritage, creating a powerful connection with the wearer.

Reimagining classic designs by revealing seams or creating intricate designs within designs, Feng Chen Wang is renowned for distorting silhouettes and typical tailoring design codes. Through innovative techniques, Wang transforms bamboo, a sustainable material steeped in Chinese tradition, into accessories that add a subtle quality to all of her collections.

FENG CHEN WANG AW24
FENG CHEN WANG AW24
FENG CHEN WANG AW24

PHOTO CREDIT: FENG CHEN WANG

LABRUM LONDON

Labrum London, menswear brand founded by Foday Dumbuya, is constantly expanding on culture. Telling stories of African art through its designs, the brand has grown exponentially since Dumbuya founded it in 2014. His collections are all about details, drawing inspiration from West African dress codes. It’s no wonder the brand went on to win the Queen Elizabeth II Award for British Design in 2023.

10 years in, Dumbuya is adamant on keeping the conversation going, as his designs continue to seamlessly blend classic British tailoring with vibrant African influences. Achieving this through bold prints, evocative illustrations, and a focus on weaving narratives into his clothing.

LABRUM AW24
LABRUM AW24
LABRUM AW24

PHOTO CREDIT: Gorunway

JORDANLUCA

JORDANLUCA fuses the power of English countercultures with timeless Italian savoir-faire. The result? Sustainable fashion that pushes boundaries. Founded by Jordan Bowen and Luca Marchetto, the pair’s collections often delve into the raw undercurrents of human experience, exploring feelings, temptations, and primal desires with a sharp and contemporary edge.

What truly sets JORDANLUCA apart is their focus on redefining masculinity through a powerful lens. A juxtaposition of the urban grit of streetwear and the hallmarks of Italian tailoring comes together to create a look that’s both sophisticated and subversive, perfect for a generation that defies labels. Divinely tailored suits with unexpected pops of colour can be met with a deconstructed blazer and paired with edgy joggers.

jordanluca aw24
jordanluca aw24
jordanluca aw24

PHOTO CREDIT: JORDANLUCA

With a strong foothold in menswear, all eyes are on these brands to see how they’ll innovate and surprise us in the seasons to come.

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