10 menswear brands we're watching in 2024
Upstarts, IYKYK, and more established brands. We're watching them all.
If you could only see what an absolute mess our bookmarks tab looks like on a daily basis.
We’re constantly scanning the newsfeeds, looking for only the goodies to pass on.
That’s where our Brands to Watch series enters the chat.
Here’s the list from 2023, where we only listed six. But today, we present you with 10 bangin’ brands to consider this year.
Admittedly, this list isn’t about sharing some obscure list of “IYKYK” brands fresh on the scene, though there will be a few in here.
Instead, it’s about showing love to independent brands that are making good shit!
Each one here makes high-quality products, has its own lane of great storytelling, and the people behind them are creatively top-tier.
Let us know what you think! (and who you think deserves to be on this list).
Location: Copenhagen, Denmark
Why we like them: Founders Ulrik Pedersen and Alan Blond are shifting the face of Scandinavian menswear. Sunflower is fast becoming the source for understated menswear classics at an approachable price.
They emphasize mature production techniques, sourcing the finest grade fabrics and construction by skilled artisans while fostering technical innovation. And separate from the “minimalist” moniker we often associate with Scandi brands, Sunflower’s colors are deep and rich, and their silhouettes pay homage to heritage garments.
The label’s luxe leather pants are a standout, as are their suits.
But the true moneymaker? Sunflower’s denim, which comes in loose-fitting silhouettes and twisted-leg seams for a vintage look.
Academy New York
Location: New York, NY
Why we like them: Academy by Chris Echevarria (founder of Blackstock & Weber) takes us back to the classroom with their prep-inspired collection.
From the Oxford button-down shirts to the practice jersey T-shirts, it’s all a source of inspiration from Echevarria's days at school. Their bookstore crewneck sweatshirts and hats will have you feeling like a proud alum from the school of Echevarria who’s been on a design tear the last few years.
He’s successfully built and grown B&W as the defacto cool boy loafer on the market, which has put him on the map as guest creative director of Sperry, where he’ll debut a new line of footwear for the New England brand.
It’s slated to be a big year for Chris and Academy, so watch the space.
Location: Tokyo, Japan
Why we like them: Before he created Kaptain Sunshine in 2013, Shinsuke Kojima was a former editor and a long-time collector of archived jawns. His love for vintage Americana with detailed Japanese craftsmanship is evident in his minimal pieces inspired by vintage military workwear.
From their thoughtfully sourced sportswear pieces to their flowy suits, Kojima has been creating contemporary, unique clothes by combining classical designs brought mainly from America and England with his extraordinary knowledge and thoughts on vintage products.
Location: Copenhagen, Denmark
Why we like them: Another Danish brand on the list. Founded in 2019 by Daniel Brøndt, Anders Poulsen, and Nicolaj Thomsen—Another Aspect is reinterpreting traditional silhouettes to present timeless menswear pieces.
Their ethos is rooted in creating clothes that can be worn every day, and instead of producing new pieces, they’ve decided to perfect a single—complete, core range of classic menswear elements. Ultimately, their goal is to source fabrics and products as sustainably as possible.
From their denim and chore coats to their T-shirts, Another Aspect is a brand you can easily dress head-to-toe in or incorporate one of their pieces into an existing retained wardrobe. Everything’s wearable, everything’s good.
Location: Los Angeles, California
Why we like them: An homage to the OG, if nothing else. Owner Chris Gibbs has a crazy story, from starting out at Union in the 90s to taking the reigns of Union in 2010.
Union’s story is rich and complex. But you should know that they were an early global streetwear store, representing LA to the world—and Gibbs has been a huge reason why Union is still on the map today.
Chris and the rest of the Union team hang their hats on excellent curation—they were among the first to bring heavy-hitting brands like Neighborhood, Undercover, and Visvim stateside. And recently, they created Union private label, which offers some of the store's most sought-after pieces. From their unique font graphic tees to their outerwear options, the brand and store don't miss.
Location: Shibuya, Tokyo, Japan
Why we like them: Sinot is your favorite vintage dealer's favorite vintage dealer. Co-founded in 2021 by Kenta Kimura and Naofumi Noguchi, the shop offers vintage items in a contemporary way. Sinot focuses on the good shit only— vintage items from the 1950s and before. “We mainly buy workwear, military, and sportswear from Europe from the 1930s to the 1950s. Kimura and I like old and tattered clothes,'' says Noguchi in a previous column in Popeye.
And it’s evident as ever that the Japanese have a level of curation that you can’t match. There are some proper grails in Sinot’s archive, and as much as people want new stuff each season, it’s almost always the past that offers the best.
Location: Brooklyn, New York
Why we like them: Few brands push creative boundaries these days, and William Ellery is one of them. The outdoor and workwear-inspired pieces come in small batches, made with new materials and vintage wear. What’s most fun about WE is how they reimagine a garment’s use case, offering a unique story for each piece.
From their insane collab down jacket with Nanga to their wool socks that feature a D-ring, there are no creative limitations on what the brand does. We’re eager to see what they come out with for the new year.
Oh, and their socks are some of the best in the damn business.
Location: Barcelona, Spain
Why we like them: Founded by Joe Lauder, Satta is a word rooted in Rastafarian culture— representing a lifestyle that symbolizes connectedness, symmetry, harmony with nature, and all of creation.
The brand is a physical manifestation of a lifestyle rather than a trend or specific aesthetic.
Satta uses the rawness and simplicity of the origins of skateboarding to create a range of products that balance the natural world. With clothing and a color palette inspired by earth tones, Satta’s design details are in their anorak jackets and billowy pants.
They even make excellent incense and homeware—all sharing a Wabi Sabi design approach.
Location: San Francisco, California
Why we like them: Evan Kinori designs and works as a pattern-maker in his San Francisco-based studio. Each collection expands on one another as all his garments are thoughtfully sourced and well constructed.
Each piece transcends trends and can thoughtlessly integrate into your existing wardrobe. From moody hues to sumptuous textures and fabrics, Evan makes some of the best overshirts and pants in fashion today.
Location: New York + London
Why we like them: Carter Altman now resides in the U.K. from Detroit by way of New York. He launched his brand, Carter Young, in 2020 and is one of the best young American designers you should know.
His brand is rooted in the New Americana, but it’s not inspired bi-coastally like New York or L.A. He's influenced by the “flyover” states paying homage to his midwestern upbringing.
Altman cut his teeth with powerhouses like Helmut Lang, Kith, and Matthew Williams brand Alyx. Learning the ropes from some of fashion’s heavyweights, he’s created a brand based on excellent tailoring and sustainable sportswear pieces. Interpol’s frontman Paul Banks and Hollywood leading man Ethan Hawke are some of the noteworthy individuals who have worn Carter Young.