12 emerging British clothing brands you should know

It is often said that good things come in small packages. That’s certainly true when it comes to Britain, especially when it comes to menswear.

This small island in the North Atlantic is responsible for some of the most iconic designs, influential designers and legendary brands of all time. It has set the benchmark for menswear for centuries and continues to produce its signature brand of time-honored traditional clothing to this day.

But it’s not all trench coats, top hats and tailoring.

Today, the UK is as much of a menswear powerhouse as ever. The big heritage brands are still doing well, but there is a steady stream of new entrants ready to carry the torch and continue to lead Britain in the right direction.

Below is a hand-picked selection of Ape’s favorite emerging UK brands, along with the reasons why they’re worth adding to your rotation.

L’Estrange London

Best for: smart casual pieces

L’estrange London is all about enabling me to do more with less when it comes to their wardrobes. It offers a tightly curated selection of high-quality garments designed to work together in a cohesive way, for all occasions and eventualities.

The piece that started it all is The Hood: a luxe take on the simple hoodie that includes tailored elements for a lofty look that goes with everything from sweatpants to tailored trousers.

Shop now at L’estrange London

Craft laboratory

Best for: Minimal sneakers

Artisan Lab is another label with a mission to make luxury sneakers more accessible. The brand’s beautiful shoes are handmade in Italy, just like those of Common Projects, but come in a much more pleasant price range.

Best of all, Artisan Lab makes their shoes to order and ramps up production for the styles that sell well so they’re usually in stock. This means that the brand is extremely durable and gives customers exactly what they want.

Shop now at Artisan Lab


Best For: Athleisure

Monnerville probably isn’t a label you’ve come across before and that’s because it’s only just launched. Familiarize yourself with the name, though, as this is a brand you’re likely to see a lot more of in the future. Monnerville is committed to producing premium sportswear that combines performance with style. It is a modern athleisure brand that values ​​quality, and production takes place here in London.

At the moment the Urban Jersey is the only product on offer, but with a flattering fit, luxurious handfeel and premium looks it’s more than enough to keep you going until the rest of the range drops. View this space.

Shop now at Monnerville

Carl Friedrik

Best for: Advanced Luggage

Britain has a long history of producing fine leather goods and Carl Friedrik is the latest in a long line of esteemed brands to take on the mantle. Blending tradition with modernity, the label uses time-honored techniques to achieve its sleek, contemporary designs.

From bags to purses, everything is unashamedly modern while undeniably rooted in the British leatherworking tradition. Check out the Palissy Weekend Bag to get an idea of ​​what the brand is good at.

Shop now at Carl Friedrik

Shape & Wire

Best For: Timeless Pieces

Modeled on the principle of slow fashion, Form & Thread creates timeless, versatile pieces that transcend trends and are built to last. With this, the brand hopes to encourage people to spend less on disposable fashion and invest in clothing that goes further.

Everything in the range is clean and understated, with a strong focus on high-quality manufacturing and quality materials. This makes it possible to build a fully cohesive capsule wardrobe from the pieces on offer, or just mix it up a bit now and then with your already existing rotation.

Shop now at Form & Thread

Flax London

Best for: year-round linen

London-based brand Flax went on a mission to challenge people’s perceptions of how and where linen could be worn. It led its co-founders, George and Callum, to Northern Ireland, a country known for its linen production, where they quickly realized the potential of this wonder material.

The result of their research is a range that combines all the benefits of linen – charm, breathability, durability – with timeless designs that can be worn all year round. Heavy linen shirts and work jackets prove that linen is no longer just for summer, while the quality of the construction ensures that every piece still plays a part in your wardrobe 10 years from now.

Buy now at Flax London

Take London

Best for: sustainable clothing

Founded by veteran men’s fashion industry veteran Nick Reed, Neem is a brand designed as ‘an antidote to fast fashion’. It achieves this by producing high quality clothing, providing transparency to its customers, using recycled materials and ensuring that all of its products are built to stand the test of time.

The range consists of simple, easy-to-wear pieces in subtle neutral tones that work well together and we especially love the four-pocket flannel overshirts.

Shop now at Neem


Best for: Classics with a twist

East London Percival has been simmering for several years now, with cult following in the UK. The brand rediscovers classic menswear with unique colours, textures and motifs, resulting in an eclectic range of eye-catching pieces that combine classic and modern to miraculous effect.

If you’re new to the brand, we suggest you start by browsing the label’s outerwear collection, which includes favorites such as four-pocket work shirts and wool overcoats, reimagined in unusual colors and patterns with modern cuts and details.

Shop now at Percival

Wax London

Best for: rugged overshirts

Wax London is a brand on a mission: to bring manufacturing back to the UK. That’s why all Wax garments are made here in England, including everything from shirts and sweats to knitwear and jackets.

The Whiting overshirt is the label’s hero piece and a firm favorite here at Ape HQ. It is available in a range of colours, patterns and fabrics, but all variations have the same high quality, relaxed fit and versatility.

Shop now at Wax London

Uniform standard

Best for: Handmade sneakers

High-end minimalist leather sneakers have cemented their reputation as shoe rack staples over the past two decades, but they can be wallet-draining expensive. That’s why we’re big fans of Uniform Standard – a UK footwear label that uses a direct-to-consumer approach to ensure customers can get the same high-quality and thoughtful design available elsewhere, but at prices that make the prospect financially viable.

Expect beautiful Italian leather uppers, but also expect lots of recycled materials.

Shop now at Uniform Standard

Stubble & Co.

Best for: sturdy bags

Making super-functional, highly stylish and durable luggage is what Stubble & Co. the best at it. This British brand makes bags that fit perfectly in urban environments, but that won’t let you down when you have to go off the beaten track into the wilderness.

Stubble & Co. makes everything from backpacks and travel bags to laundry bags and packing cubes, but regardless of the product, the core values ​​remain the same.

Shop now at Stubble & Co.

Oscar Deen

Best for: Modern eyewear

Given its notoriously cloudy nature, you might be surprised to learn that Britain is now home to one of the coolest up and coming sunglasses brands out there. Oscar Deen creates stylish eyewear that takes inspiration from classic frame designs, refines, modernizes and tweaks to create something new.

The glasses themselves are made in Italy, while the beautiful leather carrying cases that come with each pair are handcrafted in London.

Shop now at Oscar Deen

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