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

Séfr

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

Flagpole NYC

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

Norton

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

Salle Privée

“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

Crafted Society

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

Connolly

Founded in 1878, Connolly is a legend in automotive history, having supplied the leather for some of the most illustrious marques in motoring, such as Aston Martin, Bentley, Jaguar and Rolls-Royce. It also upholstered the seats of wartime Spitfires.

In the 1990s Joseph Ettedgui, the man behind the Joseph stores and described as the creator of modern retail, transformed Connolly into a luxury brand in the mould of a mini Hermès. After his death in 2010, Connolly’s business was suspended but it has now been reborn under the watchful eye of his widow, Isabel. This truly is a brand for the lucky few. The quality of the leather is unrivalled and the luggage and accessories are mouthwateringly beautiful. The clothes are equally – and discreetly – divine and the knitwear is known for its softness and style. When in London look out for its small but perfectly formed flagship store in Mayfair.

Visit connollyengland.com

Aztech Mountain

The performance clothing brand Aztech Mountain was founded in 2013 in Aspen, Colorado, by David Roth and Heifara Rutgers, who had previously worked for Marc Jacobs. They believed there was a gap in the market for truly refined sportswear and now split their time between New York and the Colorado ski slopes making just that.

To ensure their clothing has the highest levels of performance, America’s greatest ever Alpine skier Bode Miller, Olympic gold medallist and twice World Cup champion, is on board as chief innovation officer.

While Aztech Mountain’s first focus was skiing, its clothing is designed for an all-round outdoor lifestyle, without compromising on cut or fit. As

Roth says: “Usually if you wear even a well-made ski jacket on the streets of New York, it doesn’t vibe with the city life. We wanted to create a jacket that functions well on the mountain and it looks just as great in the city, too.”

Visit aztechmountain.com

Pure Genetic Lifestyle

Image: Jonathan Glynn-Smith Words: Olivia Falcon

Watching your waistline at sea can be hard, especially with Michelin-starred restaurants to visit, but serious scientific help is at hand for those seeking the ideal body. Genetic Pure Lifestyle is a new DNA kit that can be delivered to pretty much any port in the world.

The test comes with foolproof instructions: you simply swab your mouth with three cotton buds provided and send the samples back in a pre-paid box for a genetic nutrition analysis (£850). Within two weeks you are sent an in-depth nutrition and exercise plan. More than 1,000 food types are evaluated based on your genes and the subsequent report, detailing optimum foods to eat and equally importantly those to avoid, helps you get to your target weight with menu plans that take the guesswork and frustration out of yo-yo dieting.

For those looking for a deeper dive there is a genetic health analysis (£1,550) that looks at your risk of suffering any of more than 35 disorders and diseases, from diabetes and IBD/Crohn’s to Alzheimer’s and arthritis. This test also answers questions such as: is it fat or carbohydrates that make you overweight? How effectively can your body detoxify heavy metals, chemicals and smoke? And what relationship between strength and endurance sports is recommended for you?

Visit puregeneticlifestyle.com

Outerknown

American Kelly Slater has been surfing world champion 11 times and has been both the youngest and the oldest person to hold the title. Away from the waves, he has also been an actor, writer, model and musician. But now Slater has hooked up with fellow surfer and fashion designer John Moore to launch Outerknown - one of the top fashion and beauty brands helping save the oceans.

The range mixes casual surf wear and cool counterculture with a more rigorous design approach, all informed by a strong belief in sustainability – think sophisticated hippy. The result has more than a passing feeling of romance, conjuring up days of freedom in search of the perfect wave but with a sense of style, one that is as at home on Bondi Beach as it is in Jimmy’z. Not surprisingly, an early investor in Outerknown was Kering, the parent company of Gucci.

Visit outerknown.com

Dan Ward

It can sometimes feel as if tailored swim shorts have swept every other style out to sea, but high-end swimwear designer Dan Ward is determined to show some different strokes – from body-hugging swim briefs with a retro twist to classic board shorts. Brilliantly designed polo shirts, sandals and other beach accessories are thrown in for good measure.

Ward hails from the US but was brought up in Japan and has spent the past 25 years living and working in Europe. He gained a degree in chemistry but began his career in menswear in the marketing department of Hermès. This was followed by stints at Dunhill, Bally and Calvin Klein.

He is now based in Zurich, where, in 2012, his love of the sea and his frustration at having long been unable to find cool swimwear inspired him to found his eponymous brand. Today, Dan Ward is on the crest of a wave with his perfect mix of luxury and wearability – just what you want when the water’s fine.

Visit danwardwear.com

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