our final drop of autumn:winter '24 is here
For our third drop of autumn:winter ‘24, we wanted to apply a contemporary lens to country dressing. Alongside this drop, we’re also launching one of our most ambitious projects - an updated core collection. We spend a lot of time behind the scenes iterating and evolving our collections, always focussing on improving quality and better materials. You’ll see this across our new collection and new knitwear pieces. It’s a belter.
We view this drop as a way to celebrate with our community who have been here since day one - we’re launching this drop as part of our black:friday promotion and as such, will be offering the full drop with 20% off the retail price. If you’re going to back into anything, there’s never been a better time.
Whilst we can safely say that the British countryside has never been our muse before, for this collection, we looked to archival 90s Land Rover adverts for inspiration. In crafting this collection, we wanted to channel the rugged yet refined spirit captured in those adverts, blending functionality with understated sophistication. A standout piece is our new cropped wax jacket, which is featured here.
We’ve made this from British Millerain, a waxed waterproof construct made in the UK, and finished it with an Italian cowhide collar. With its cropped silhouette and clean lines, it offers a modern interpretation of countryside attire.
It's a surefire hero piece of outerwear, and we couldn’t be more chuffed with it - it’s taken us long enough to refine, closer to double our usual development time, which is why we’re so happy with it.
Alongside this hero piece, our cropped button jacket is launching in sand and black. The cropped jacket perfectly complements our 90s-inspired aesthetic.
Tailored for a refined yet relaxed silhouette, it’s crafted from durable yet lightweight fabric.We’re using the same block as our bestselling cropped zipped jacket, which itself is a refined fit from last year's block.
We’ve put so much focus into knitwear this year behind the scenes - it’s been great to see it pay off with customer feedback. For autumn/winter, we’ve dropped our most ambitious collection yet, featuring rugby tops, crew necks, and cardigans. For this drop, we haven’t stood still and are launching knitted hoodies, hats, and V-necks.The mohair knitted hoodies with Intarsia brand detailing arrive in both black and grey marl.
They are based on our bestselling hoodie block, which is an oversized, cropped and boxy silhouette. They are a wool and mohair blend and have an oversized hem and cuff detailing.
The brushed alpaca v-neck knit is a new material for us, with a 52% alpaca construction. These arrive in a blue (that we’re calling cerulean blue) and a charcoal grey.
We’ve designed these to be reversible, with a chunky construction visible when they’re flipped inside out and a brushed effect the other way around.These went down really well when Jack teased them on Discord, so naturally, we’ve fully backed them for this drop.
Our mohair roll necks were another firm favourite amongst our Discord community when we teased them over the summer, so we’ve backed into them in three colourways: black, white, and grey.
To an extent, outerwear has always alluded us. But this season, we definitely feel like we’ve cracked it with a new supplier. Alongside our full offering, we’re dropping a very limited edition houndstooth trench coat that is made in London. It’s been an absolute labour of love this one, going through so many iterations before we landed on a manufacturer in London.
It’s made from a wool blend and features our new monogram in 3D embroidery and branded buttons. It’s an absolute corker of a product.
We’ve really backed into denim this year, and we’re buzzing to introduce another new fit. These are a new wider leg fit than our classic relaxed denim fit with a 12.5-ounce 100% cotton fabric to accommodate for a drape in the design.
Each pair has a unique wash due to the signature sandblasting process we apply to the denim. These are available in vintage grey and vintage blue.
We never set out to establish a core collection, but over the last year, we’ve looked at the data to see what our community is buying again and again. The benefit of creating a core collection that’s always on is that you can increase quantities massively, which means we can begin to unlock some of the factories we’ve always wanted to work with but haven’t been able to because our numbers were too low.
That all changed this year, and while we didn’t get it quite right (we have been out of stock of our core styles since June of this year), the wait has hopefully been worth it.
Our key focus was to establish and refine core blocks, ensure consistent manufacturing quality across their production, and improve overall quality. During this time, we’ve been sampling, tweaking, and refining to create the best core possible.
Finally, next week, we’ll be launching this new core. There’s no change to the 340GSM heavyweight cotton you know and love, but for our legwear offer, we’ve improved the quality of the material that is now being used across our house legwear offering. The quality should feel much improved, as is the durability of the trousers.
Graphics have always been a big focus for us, and we try to incorporate them into every drop across the collection. We’ve created a heritage-inspired graphic for this collection that adorns hoodies and tees. It's a super limited edition.
Alongside these, we have another seasonal watercolour tee launching. This year, we’ve partnered with an independent artist who has hand-painted all of the tees we have launched so far. This one is no different and is a nod to the great British countryside. It’s printed onto our more oversized tee block, so please size down to your regular size if you’re looking to achieve a closer fit.
Headwear—we get it. We’ve been teasing our new caps for the whole season. They’re not ready just yet, but we promise you they are worth the wait with a new supplier and custom shape. While those aren’t ready, our new beanies are.
We’ve got a new brushed alpaca beanie that matches our v-necks in both grey and cerulean blue. Alongside these, we’re restocking our waffle beanies with an improved fit from last year. These now have slightly less height and more width, as well as updated branding details. Our waffle knit beanies will launch in black, epsom green, estate blue and white.
Rounding out our last drop of the season are two mohair crewnecks with no branding on the back - in light grey and black. These are the same block as the mohair crews we dropped earlier this year that you know and love.
Finally, we have two classic striped oxford shirts launching our house cropped block.
That rounds up drop three of autumn:winter '24. Everything launching here will be 20% off from Thursday 27th November for ab members until Monday 2nd December. There's never been a better time to buy.
