Exploring some of London's next great independent brands

A retail crawl of my favorite independent casual-to-formal clothing stores in London.

Dec 09, 2024

When I talk about brands and products, I don't stick to a single genre, mostly because I have diverse interests, and I think it’s cool to share those with you.

But if you’ve read this newsletter long enough, you’ll know that I do try to focus on supporting independent brands. I love introducing them to you, sharing their stories, and offering them a platform for you to support them.

And one place (in all of its heritage) that is plush with a new wave of independent brands is London.

Of course, British clothing and its history with fabric mills are as old as they come, but I love seeing a younger generation of brands try to maintain the same level of quality and standards as those who have gone before them.

So, today, I want to highlight some of those brands in a concentrated area of London (more or less).

A huge thanks to my friend Cody McKim, one of our London correspondents, who also loves these brands. He wrote some great words to go with his photography. Follow Cody here.

Bryceland's, Marylebone

Tucked into quite possibly the most idyllic retail street in London, Chiltern sits a throwback in Bryceland's. With two locations globally (the other in Hong Kong) it straddles the line of vintage Americana mixed with Ametora and their own funky touches.

Grab a coffee and have a smoke outside before checking out their eclectic mix of rayon shirts, high-waisted trousers, and the perfect OCBDs. Bryceland's product has a story to tell and it’s a welcome fit in the larger London menswear scene. They offer a full made-to-measure program for those looking for everything from a fuzzy Balmacaan to a classic three-roll-two jacket.

I've been a particular fan of their knit polos - which again go perfectly well with a high-waisted trouser or denim. Special shout-out this season to some new Western shirts and some excellent hues of corduroy army chinos.

Most days, you'll catch a vintage Mercedes or Jaguar parked on the other side of the street, transporting you once again to a bygone era.

Trunk Clothiers, Marylebone

A touch further down the street sits Trunk, a menswear staple in London. The sort of spot where if you land in London and the airline lost your luggage, Trunk will sort you out head to toe.

A highly curated mix of Italian, English, Japanese, and other producers, Trunk offers a classic outlook on modern menswear. They lean more prep, where you can order a pair of Alden's, grab a pair of jeans from orSlow, and complete the rig with a shaggy wool jumper from Scotland sitting under a hefty overcoat.

I was particularly interested in De Bonne Facture's Spongy Wool Cloth Overcoat in a fantastic moss green.

Aidan and the team are super helpful and will also be sure to recommend some good sandwich spots in the area unless you prefer breaking the bank at the delicious Chiltern Firehouse across the street.

Sims Wear, Marylebone

A few streets over, you’ll find Sims Wear, where founders Billy and Rory have developed a two-man operation that began as a pop-up and has evolved into a permanent space on New Quebec St.

Their concept is simple: produce quality, long-lasting British-made menswear. But finding the right way to execute it has been far from easy. For them, it still starts with using best-in-class natural fibres. To this day, everything is done right in the UK, from fiber carding and spinning, to knitting, weaving, cutting, and sewing.

I got a chance to check out some new colours they plan to offer in 2025 and it's a beautiful blend of your classic earth tones but also a few that might surprise you.

Natalino, Fitzrovia

Sitting on a busy foot traffic section of Mortimer St close to Oxford Circus is probably the most tailored of this bunch, Natalino. Best put, Natalino excels at offering a collection of relaxed, elegant classic menswear.

I've found them to be a really great option for an independent shop offering that sweet spot between quality and value. I really love their checked wool sport coats, easy to toss on with some denim and a tee, or dress up with a tie for a smarter look.

Another spot on the list where you can walk in and get fitted head to toe with items ranging from a shirt made in Portugal, jacket/shoes made in Italy, to denim in Japan.

Jake's, Soho

Jake's represents what's so fun about central London and the world of menswear in general. In an era where it's harder and harder to find actual cutters and producers making things from scratch, Jake is bucking the trend from a small workshop in Soho.

Made-to-order clothing, and while, yes, sadly, you've missed the mark to get anything before Christmas, he does offer gift cards.

From details like pearl snap buttons, button-downs, different tabs, etc., whatever you're envisioning for a shirt, there is a strong likelihood Jake and Albert can make it happen.

When I visited their shop this month, he had this great Tartan Poplin on, and the fabric's touch had improved even after a few washes.

Horatio, City of London

Sort of the anomaly of the group here in terms of general location, but I had to make a stop in the City to get a peek at what the guys at Horatio have been up to. After more than 4.5 years they made a permanent home on the Royal Exchange at their "City Boy Shop.”

Inside the classic storefront, you will find a full footwear outing, from boots to loafers (men and women) and a bit of their foray into some other items that they have a personal style connection to.

While I stopped in they had some playful cricket sweaters, a wild horsebit cow loafer, but then also timeless classics like the Dartmouth loafer.

Don't sleep on these guys. Their stuff is super high quality and looks amazing, which is why we wanted to include them on this retail crawl.