Ones to watch: The new fashion and grooming brands to know this season

Whether you're nipping across to the Med on your private jet or heading to one of the best lunch spots in the Caribbean, arriving to find yourself wearing the same designers as everyone else on the dock won't do. Stay ahead of the sartorial curve with our pick of the best up-and-coming fashion and grooming brands to know this season.

Séfr

This Swedish menswear brand was born in Malmö in 2012 as Séfr Séfr (which means “zero zero” in English). Long-time friends Per Fredrikson and Sinan Abi opened a high-end vintage clothing shop selling menswear from around the world. Two years later they started their own label with 200 pieces of a men’s shirt called “Crashed”, which came in just two colours. It sold out immediately and since then they have expanded into a fully fledged fashion label that is now referred to as just Séfr. The range is a well-edited collection of minimal basics with a subtle retro feel. Check out the T-shirts and cotton trousers.

Visit sefr-online.com

Menswear label Deveaux was launched in New York in 2016 by Andrea Tsao and Matthew Breen, and in 2017 they joined forces with celebrated street style photographer Tommy Ton, who was appointed artistic director. With its new unisex collection, the triumvirate has reinvented classic pieces in new fits and fabrics, with pops of colour and luxurious textures, as well as dramatic, reimagined silhouettes. Check out the outerwear, especially the extremely elegant overcoats, the knitwear (such as a long, knitted robe with a shawl collar) and the corduroy trousers.

Visit deveauxnewyork.com

Founded by high school friends Megan Balch and Jaime Barker in 2016, Flagpole NYC has quickly become something of a cult favourite among women thanks to its stylish, sporty aesthetic, colour block designs and flattering cuts. Having recently expanded into cover-ups and beachwear, in summer 2018 the brand took things one step further by releasing its first collection for men.

The an initial offering of two swim short designs - one drawstring and one tailored - is available in sophisticated but simple colourways that emphasise quality and fit. All crafted from fine Italian fabric that boasts SPF50 sun protection and chlorine resistance, the core collection is designed for all-day wear from city to shore and hints at great things to come.

Visit flagpolenyc.com

Between 1946 and 1977, the American magazine Holiday was one of the most prestigious travel publications in the world, with contributors including Graham Greene, Joan Didion and Jack Kerouac. After a hiatus of almost four decades, it has been reinvented by the Paris-based art director Franck Durand. The revamped title has also become one of the coolest new French fashion labels under the name Holiday Boileau. The aesthetic is always light-hearted, with a summer colour palette of ice cream shades of pink and granita lemon yellow – the logo T-shirts inspired by retro travel posters are particular favourites. Everything can be described as a casual travel essential and perfect for tossing into a suitcase for the most relaxed sunshine break you can imagine.

Visit holiday-magazine.com

Parisian designer Isabel Marant founded her womenswear label in 1994 and her chic French take on everyday style has always been heavily influenced by men’s fashion. So it is only right that she has now decided to return the favour by launching her first capsule collection for men – this time taking her cue from the girls, albeit recut and resized to make it appeal to a masculine audience rather than simply a straight copy. Fabrics have also been tweaked – check out the super-comfortable stretch leather. The look is sharp but casual, with a nod to streetwear alongside the knitwear she is already famous for, and promises something for male customers of all ages, with pops of colour such as brick red and slate blue.

Available at matchesfashion.com

Norton can’t exactly be described as new as it was founded in Birmingham in 1898 and the British business grew to be one of the most famous names in motorcycles. But by the 1970s Norton was in trouble and passed through the hands of various owners until British businessman and bike enthusiast Stuart Garner secured the rights in 2008, and the legend was reborn. Garner himself broke the land speed record for a rotary powered machine at Bonneville Salt Flats in Utah the following year.

Garner has now branched out into bike-inspired fashion and Norton’s retro-styled leather jackets have proved to be a big hit. It now boasts three collections – British Heritage, inspired by traditional British style; Urban Heritage, which is more street in feel; and Mechanic Workwear, which marries biking heritage with modern Japanese workwear. The pick is the butter-soft Spindle leather jacket, which is designed to look hard enough to hit the road while still being cool enough to wear anywhere.

Visit nortonclothing.com

The Upside founder Jodhi Meares certainly lives her brand, with a schedule that includes shuttling between Hawaii and New York and practising yoga every day. Meares started her career as a model and singer, and it was this lifestyle that led her to identify a gap in the market for a label that makes activewear with a strong fashion twist for the perfect marriage of function and style. To ensure the latter, Meares has been inspired by 1970s French leisurewear translated into a more beach-and-boating feel. Matty Bouris, a veteran of other sports labels, designs the men’s collection, ensuring that performance is always firmly at the forefront.

Visit theupsidesport.com

“Timeless” is an overused term but it was exactly what Patrick Munsters was hoping to achieve when he launched Salle Privée. Munsters had previously been the co-owner of Amsterdam-based label Scotch & Soda and when he sold his stake he decided to create a new label based on his experience in the fashion world. “After working in fashion for 20 years, I found that my wardrobe never changed but was a collection of classic and iconic pieces plus basic essentials,” he explains.

Salle Privée is a collection of styles that Munsters thinks will never go out of fashion and will fit any man at any stage of his life. Expect whisper-light raincoats with simple popper studs to slip over perfect white shirts. The styling is minimal, cuts flattering and colour palette muted in shades of navy, greys and camel – an aesthetic that can be described as, dare we say it, timeless.

Visit salle-privee.com

Some of the world’s finest shoes have been made in the Marche region of Italy. But the designing, cutting, sewing and finishing skills honed over centuries will be lost forever if a new generation of craftspeople isn’t encouraged. Crafted Society’s Lise Bonnet and Martin Johnston travel around Italy, seeking out the best craftspeople to build up a collection of shoes, scarves and knitwear. The company donates five per cent of its revenues to organisations that support the training of the next generation of these artisans.

Visit craftedsociety.com

Living and working in London, Luca Faloni realised that much of what he had taken for granted about the quality of craftsmanship while he was growing up in Italy wasn’t that widely available in the UK. So he decided to set up his own British-based online business selling a highly-edited

selection of menswear – focusing particularly on cashmere and linen – to help spread the word about true Italian style. So, he set off on a grand tour of his native land to discover the best of the best to sell at the most competitive prices he could.

He found cashmere at Cariaggi, a venerable mill high in the hill of Le Marche. The resulting knitwear is more about quality rather than fashion, with simple styles with V and crew necks, as well as polos. The linen comes in classic Italian pastel colours and are as cool as a breeze off the Med in Capri on a hot summer’s day. Indeed, that is exactly where they should be worn but fear not – they will look good anywhere the sun is shining.

Visit lucafaloni.com