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What’s This About
This guide introduces 15 newer British menswear labels and names a piece to start with from each.
Britain is home to Burberry, Paul Smith and Alexander McQueen. London, a world fashion capital, keeps producing new menswear labels, and a new wave has appeared in the last few years.
Key Points
01The 15 labels mix old money vibes with new money and trendy fashion.
02Each label makes clothes men can wear and was trading when we checked in October 2026. Each also has a recognised award or a clear specialism, and we name the pieces it is known for.
Each entry says who started the label, what it is known for and which piece to look at first.
1/15 ARIES
Aries is a London streetwear label founded by Sofia Prantera and Fergus Purcell.
Its range is built on graphic T-shirts, such as the Temple tee, and denim such as the Batten jean.
2/15 BETHANY WILLIAMS
Bethany Williams grew up on the Isle of Man. She built her London label around recycled, organic and deadstock materials, meaning unused old stock.
Her collections have included reworked denim jackets and coats woven with recycled yarns.
She won the Queen Elizabeth II Award for British Design in 2019. The same year, she was a finalist for the LVMH Prize, an award for young fashion designers. No 2026 collection was online when we checked, so look at stockists before you plan to buy.
3/15 E.L.V. DENIM
Anna Foster founded E.L.V. Denim in East London in 2018. The label remakes discarded denim into new jeans.
E.L.V. stands for ‘East London Vintage’.
Its signature is the contrast mid-seam jean, cut from two different washes. Its Garcon jean comes in a men’s fit.
The label says its jeans are made from upcycled denim that could otherwise end up in landfill. That is the brand’s own description, and we found no independent audit of it.
The jeans are made in the label’s East London workshop.
4/15 CHARLES JEFFREY LOVERBOY
Charles Jeffrey was born in Glasgow. He started Loverboy in London as both a label and a club night.
The label won British Emerging Talent, Menswear, at the 2017 Fashion Awards. It reached the LVMH Prize final in 2018.
Its colourful knitwear, such as the Loverboy logo sweater and the animal balaclava cardigans, is the best place to start.
5/15 AHLUWALIA
Priya Ahluwalia launched her label, AHLUWALIA, in 2018 after an MA in Menswear at the University of Westminster. In 2020 she was one of eight LVMH Prize finalists who shared the prize fund.
The designer blends her Indian and Nigerian heritage with her London upbringing.
The label works with reclaimed denim, deadstock and vintage clothing, as in its patchwork denim jacket.
6/15 WALES BONNER
Grace Wales Bonner founded her London label in 2014. It began as a menswear line.
She was named Emerging Menswear Designer at the 2015 British Fashion Awards and won the LVMH Prize in 2016.
She also designs seasonal collections with adidas that carry the label’s mix of tailoring and sportswear. In October 2025, Hermès named her creative director of its men’s ready-to-wear.
7/15 BIANCA SAUNDERS
Bianca Saunders makes menswear that plays with the line between casual and formal. Her pieces range from ruched, or gathered, jersey T-shirts to trousers that sit between lounge and tailored.
She launched her label in 2017 after graduating from the Royal College of Art.
She won the ANDAM Grand Prize, a French fashion award, in 2021.
8/15 CRAIG GREEN
Craig Green studied at Central Saint Martins and launched his menswear label in 2012. He showed his first collection the next year through Fashion East’s MAN scheme.
He won Emerging Menswear Designer at the British Fashion Awards in 2014. He was then named British Menswear Designer at the Fashion Awards three years running, from 2016 to 2018.
In 2022 he was appointed MBE, a British honour.
His shop sells quilted worker jackets and flight jackets, which are a good way into the label.
9/15 MARTINE ROSE
Martine Rose established her menswear label in London in 2007.
Her collaborations include boots with the workwear maker CAT. She also has a partnership with Nike, first announced in 2018, which still produces trainers and football shirts.
She was named British Menswear Designer of the Year at the Fashion Awards in 2023.
10/15 NICHOLAS DALEY
Nicholas Daley launched his London label in 2015.
His Jamaican and Scottish roots run through his collections. He works with craft makers in the UK and beyond to make them.
Look at his work jackets, such as the Lavenham Riot jacket, and his rugby shirts.
11/15 KING & TUCKFIELD
King & Tuckfield is a London label built on slow fashion, which means clothes made to last. It has separate men’s and women’s ranges.
Stacey Wood launched the label in 2016. In the brand’s own words, it designs its clothes around proportion, material and longevity.
Merino wool is central to its men’s range, from knitted polos to pleated trousers.
12/15 S.S.DALEY
Steven Stokey-Daley launched his London label in 2020 and won the LVMH Prize in 2022.
His menswear mixes reworked Oxford shirts and pleated trousers with hand-crocheted and graphic knitwear. The label’s shop says the Cyril lamb cardigan is its bestselling men’s piece.
13/15 LABRUM LONDON
Foday Dumbuya, who is from Sierra Leone, founded his menswear label Labrum in 2014.
His collections bring West African culture into London menswear. His safari and passport shirts are typical pieces.
In 2023 Labrum received the Queen Elizabeth II Award for British Design.
14/15 SAUL NASH
Saul Nash came to menswear from dance, and his clothes are built for movement.
He won the 2022 International Woolmark Prize. His winning work replaced the usual stretch fabrics of sportswear with wool.
His Kinetic movement vest and asymmetric henley, a collarless top with a short row of buttons, are good examples of the idea.
15/15 A-COLD-WALL*
Samuel Ross’s London label won British Emerging Talent, Menswear, at the 2018 Fashion Awards. In 2019 it won the BFC/GQ Designer Menswear Fund (BFC is the British Fashion Council).
Its range covers outerwear, sweatshirts, knitwear and shirts, from hooded jackets to heavy down jackets.
British Clothing Brands FAQs
What Are the Best British Clothing Brands?
There is no objective ranking, but these established British makers are each known for a particular men’s piece.
- Barbour, for waxed jackets
- Sunspel, for T-shirts
- John Smedley, for fine knitwear
- Crockett & Jones, for Goodyear-welted shoes
- Paul Smith, for tailoring
What Popular Fashion Brands Are Based in the UK?
These five well-known fashion houses are based in the UK, and all have men’s collections.
- Alexander McQueen
- Burberry
- Vivienne Westwood
- Paul Smith
- Dunhill
Now it’s your turn…
We hope this list helps you find a new British label to try. Here are two questions for you.
Which new or popular British clothing brands should we cover next, and why?
Who are your top three British fashion designers right now, old and new?
Leave your answers in the comments so other readers can learn from you.