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

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

“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

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

Absolutely Fabulous’s Edina Monsoon once wailed: “I don’t want more stuff, I just want nicer things.” A pretty good wardrobe philosophy, one where new British brand Sørensen comes in. Founder Wayne Sørensen was formerly the design director of Orlebar Brown and he has brought the latter’s pared-down-but-perfect aesthetic to his new venture. The feel may be utilitarian workwear but the result is far from functional.

Taking six archetypal professions – driver, engineer, painter, dancer, butcher and officer – as his starting point, Sørensen offers a collection of reworked menswear classics to build into a perfect wardrobe for the modern man. He says that everything he creates goes through a filtering process based upon his three key design rules: “quiet, precise and confident”. Personal favourites are his shirts, from a reworked bib-fronted artist’s shirt to a denim number inspired by French abattoir butchers in the 1890s.

Visit studiosorensen.com

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