It’s hard to define what constitutes a “new” brand. Clothing brands don’t just pop up overnight. It takes a terrific amount of work to start one—establishing a supply chain, creating an online or brick-and-mortar store, designing a product that sells. All that has to happen the first t-shirt, pair of socks, jacket is released. That’s why when a new brand comes out of the gate making really great products, it’s even more impressive than seeing an established brand doing something new.
Not all of these brands were founded in the past couple of months or so—not even the last year—but they were recently new to us and probably brand new to you, too. They’re the ones, as a sagacious consumer, you should invest in. Here are eight new clothing brands you should know:
Banner Day
Embroidery has made quite the comeback this past year; that’s not to say it ever went away, as the style has long been a sign of attentive construction, quality design, and precise measurement. It’s not the most efficient way to add a graphic to a tee, but Banner Day, a unisex t-shirt brand founded by husband and wife Grahm Sisson and Kate Ciepluch, feel that embroidered text and images are both delicate and timeless—and worth the extra effort. Their tees are works of art and worthy of replacing every other tee in your collection. Shop
CHCM
The online-turned-brick-and-mortar store eyed designing its own label in 2014. Yeah, that was four years ago, but the brand is finally picking up steam. They’ve gotten the hang of things, and their newest releases rival those of brands far older—with far more resources. They make high-quality tees, shirts, jeans, sweaters, and jackets. Think Uniqlo before Uniqlo was, well, Uniqlo. Shop
Bare Knuckles
Grungy, punk-inspired streetwear brands have flooded the market in the past three years. Online shop pages full of acid wash, ripped-and-frayed, and sun-faded tie-dye tees have popped up on all corners of the internet. It’s been difficult for brands—outside of Rhude, Fear of God, and Amiri—to surface among the muck of an oversaturated market. But, Bare Knuckles—founded last year in Los Angeles—has a vintage, worn-in feel akin to archives of some of menswear’s most luxurious brands. The brand’s founders, Jacob Keller and Cole McBride, don’t divulge all of the tricks to achieving the perfect distressed look but admit their tactics include stone washing, enzyme washing, softening washes, and oil washing. Shop
Oliver Cabell
Few sneaker brands jump onto the scene and immediately make noise. It often takes years—releases after releases–to establish any sort of industry recognition. But, Oliver Cabell, founded by Scott Gabrielson in 2017, put itself on the fast-track to shoe-making stardom. Their releases come weekly, their demand is through the roof, and they would’ve sold 5,000 pairs in a week had they the supply. The scary thing for industry giants is that they’re just getting started. Oliver Cabell recently expanded to boots and has plans to re-release popular silhouettes alongside new drops. Shop
Chinatown Market
Chinatown Market is like the boardwalk shop we all grew up knowing—the one that made hundreds of graphic tees, some on trend, some unique to its clientele, sold them all one day, and made hundreds more the next day. But, in this instance, that boardwalk shop is a hyped t-shirt company capable of grabbing the attention of music’s most influential man: Kanye West. He’s notably worn the “In Observance Of” tee—arguably the brand’s most famous tee. Their witty, in-the-moment tees are the best kind of graphic tee. Shop
Ace Rivington
The 2017 closing of the Cone Mills White Oak Plant should have signaled the death of denim in the United States. But the day that Michael Williams, founder of A Continuous Lean, called the loss of “another piece of our national identity” didn’t scare off everyone. Beau Lawrence, founder of Ace Rivington, has been selling his own jeans since 2014. But, in 2017, Rivington found its own home on State Street in Santa Barbara, California. Lawrence says his goal is to be “the most important denim tailor on the Central Coast,” and he’s off to a damn good start. Shop
Rowing Blazers
Rowing Blazers was founded just last year. But, their collection is built upon the longstanding relationship between blazers and rowing. “Everything about them served a practical function,” Jack Carlson, the brand’s founder and U.S. Olympic Rower, says. “Even the loud colors were designed to help spectators tell which crew was which.” The brand makes preppy clothing that’s equal parts bitter—Noah NYC does a great job of this, too. But, Rowing Blazers does a better job at making a more expansive, gentlemanly collection. Shop
Deveaux New York
Deveaux New York is just two years old. Their vision, though, well exceeds their sophomoric status. They want to reinvent fits, unveil new textures and materials, and meet the demands of the modern consumer. These would be lofty goals for any newcomer. But, Deveaux is no newcomer; at least they don’t act like one. They move with the ease of a seasoned label. Their designs are elegant, mature, and modern—without succumbing to the more relaxed demands of the modern man; admit it, the athleisure trend hasn’t made us the most formal dressers. Invest in Deveaux’s outerwear and marvel at the artfulness of their pants. The price points certainly aren’t low, but in today’s market, quality clothing that withstands a decade’s worth of wear should be lauded for what it is—refined, restrained luxury. Shop
