Men’s fashion: Labels to watch

In times of working from home, relaxed dress codes and far-reaching equalization, it is high time to free men, and anyone who likes to dress in a masculine way, from the restrictive male straitjacket.

A good example of how some heroes don’t wear a cape but a skirt are some male teachers from Spain who, in solidarity with a student who was expelled from school for wearing a skirt in class, now also wear skirts in their classes. The hashtag #ClothesHaveNoGender (#LaRopaNoTieneGenero) summarizes what this modern dress code means: anything goes! And even if it is a classic suit and tie, gentlemen, go for it!

Tokyo James

Tokyo James is a Nigerian-British luxury fashion brand founded in 2015 by Iniye Tokyo James. For his collections, developed between London and Lagos, he uses traditional Saville Row tailoring as a starting point and breaks with that tradition through unconventional color and material choices. As a result, James has gained a rapidly growing fan base worldwide. The FW21 collection, titled “Ogidi Okunrin” (The Strong Man), was officially launched during Milan Fashion Week in January.

Target audience

“Tokyo James brand appeals to the modern man by creating pieces that can be easily translated and curated into timeless garments for different generations, which can also be passed down from one generation to the next. At its core, Tokyo James creates unexpected pieces with cultural aspirations,” according to the PR agency. “When we introduce the brand to retailers, we look for retailers that best represent our brand. We are looking for retailers who understand the brand and offer unique, vibrant and avant-garde fashion, so that our brand fits well with the other designers being sold.”


The brand is currently collaborating with the Ithaki Paris sales agency. Retail partners are: Dover Street Market (New York / LA), Garage Paradis (Paris), Browns (London), The Folklore (New York), Temple Muse (Nigeria).”

Price level (retail)

Prices range from 175 to 3000 pounds, or approximately between 200 to 3500 euros.


Bluemarble is a menswear label founded in 2018 by Anthony Alvarez and based in Paris. Each collection takes Alvarez’s Bluemarble aesthetic as a starting point and focuses on a different city or place for inspiration. It often involves a melting pot, heritage or subcultures, and influences taken from other parts of the world. Each season, Bluemarble puts together a complete wardrobe that embodies a new paradigm, built on the new values ​​of contemporary menswear.

Target audience

Everyone! The similarities between world cultures and the vibrancy of their youth scenes are at the heart of Bluemarble’s inspiration.


Selfridges London, Printemps Paris, Selfridges Online, 24 Sevres Online and The Webster New York, among others.


Jackets and coats from 390 euros, knitwear from 210 euros, pants and shorts from 240, shirts from 280 euros, T-shirts from 75 euros, hoodies from 180 euros.


Austrian origin meets Italian craftsmanship: Weber+Weber is a protagonist in the new men’s fashion, the brand trades formality for comfort. Building on Boiled Wool, an in-house development that Weber+Weber uses, the WW Travel Boiled Wool Blazer has become a product icon for the brand.

“The look is on point, especially because there is currently little demand for regular ready-to-wear. But you can easily wear a Weber+Weber Travel Luxe jacket with jeans, but also to an important work meeting. The comfort inherent in Weber+Weber jackets is elementary,” says Matthias Schwarte, who represents the Weber+Weber brand in Germany and Austria with his agency Schwarte in Munich.

Target audience

“Weber+Weber focuses on gourmets. Shops that really understand good men’s fashion.” The brand also targets people with personality who express their individuality through their clothing. They attach great importance to better quality, more refined materials and higher comfort.

Stock / agency

Weber+Weber is distributed in Germany and Austria by the Schwarte agency, in Switzerland Mirjams Fuchs is responsible for the high positioning of the brand with the MPH agency. In addition, Weber+Weber has an in-house sales manager for the DACH region, Julia Mehnert.

The brand is sold at 160 leading retailers such as Braun Hamburg, Lodenfrey München, Gränicher in Lucerne, Sagmeister Der Mann Bregenz or Schnitzler in Münster. Internationally, Trunk Clothiers in London and Zurich are among the top accounts.

Price level (retail)

With price ranges from 500 to 700 euros for jackets, Weber+Weber is positioned in the premium men’s fashion segment.

Valletta Studio

Pierre-François Valette launched his brand in Paris in 2020 after training at the Ecole de la Chambre Syndicale de la Couture Parisienne, Atelier Isabel Marant and training at Maison Saint Laurent. He combines the focus on handicrafts, creative approach and craftsmanship with a special desire for storytelling, as well as art and stage performances.

Valette Studio strives for a fresh reinterpretation of men’s wardrobes, respecting a classic construction, softening them to give the silhouettes a contemporary look. Particular attention is paid to the materials used, many of which have a sustainable dimension and contribute stylistically to each of the proposed pieces that appeal to both women and men. Valette Studio tells complete stories and combines accessories with its ready-to-wear clothing: hand-knitted bags, scarves and hats, belts and ties.


So far only available on the brand’s own website.


Pants from 495 euros, shirt from 350 euros, jacket from 975 euros, T-shirt from 169 euros.

This article has been translated from German.

Source: by

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