the start of our biggest season yet
Autumn/Winter 2024 is our best collection yet - by far. We’re three years in now, and if we didn’t say something like that, you’d probably be surprised. We’re proud that over the previous years, we’ve changed suppliers, materials and designs in our effort to constantly improve. AW24 is where that all begins to pay off.
This is part two of our sportswear drop, part one we first launched in the oldest pie and mash shop in East London, F.Cooke, earlier this year. That history enabled us to show our collections in a new way - in many ways, these drops are taking heritage products and applying a contemporary twist, be they materials or design, so returning to a heritage location adds another dimension.
For our first drop of AW24, we head to Sweetings, an institution in the heart of London for well over 100 years. Owned by only five families over that time span, the restaurant oozes the sort of charming history that London has long forgotten. But don’t expect to get a seat so easily; this place has a queue around the block most days.
AW24 had a couple of main priorities for us—one, the introduction of a new monogram logo; two, an array of knitwear that we could only dream of last year; three, a taster of outerwear with some key pieces; and fourth, the best core jersey we’ve ever done with a new factory onboard.
In this first drop, knitwear features heavily. Earlier this year, we launched a fine-gauge knit material that we spun into football shirts, cycling tops, and classic polos. In many ways, that yarn has become to us what pleats are to Issey Miyake in that we see it as part of the house code now. The hero piece from this drop is the knitted rugby shirt in boulder.
As a young brand, forecasting units to buy into a product can be incredibly hard. We admit we didn’t quite get the forecasting right for spring/summer, meaning that many of these hype products sold out on Discord before they’d even opened up to email customers. When we had the first sample of this rugby come in, we all wore it and immediately backed into it with lots of units. That’s scary in itself as a growing brand, but we back the quality and fit of this so much that we’re confident it will sell.
Accessories for us have been a really big investment for this season and beyond. We’re kicking that off with a heavyweight tonal knitted scarf. We’ve done scarves before, but never like this. This is easily comparable to one of those acne scarves people spend nearly £400 on, but of course, is made by us with tonal branding. We couldn’t be happier with how this one turned out.
We’ve layered this on top of a few things that are not launching yet - but things we’re super proud of. Autumn/Winter is looking like a good one, isn’t it?
When we first launched our fitted tee back in July, we worked with our Discord community to listen and learn what new products they wanted. A more fitted tee was very high on their wish list, but we didn’t want to deviate too far from our brand values. The one we finally launched hit the sweet spot, selling out on the day.
As with the rest of AW24, we’ve backed this more heavily, so more of you have a chance of securing it than ever before.
We launched our first knit capsule as part of spring/summer, not necessarily a category that you would launch in that time window. As a category, it had as close to a 100% sell-through as you’ll ever get. For AW24, we’ve expanded from core cardigans to crew necks and more, the first of which launches with this capsule.
This crew neck is our first play around with a mohair and knit blend with brand detailing in our core logo. It's a banger.
Our sports division print is back in a black tee and an oat tee for this season, having sold out earlier this year. We’re also introducing the print on an epsom green hoodie with a new metal-capped hood drawstring.
A little teaser of what might perhaps spawn into a larger category.
One of the biggest surprises this drop was the work we did on our track pant offer. It took four iterations and a long sampling process to arrive here. By the time we finished designing them, we’d already placed the order, so we apologise in advance that we do not have many of these to sell.
These feature an ecru stripe with a concealed leg zip. They tease (again) our new monogram, which will feature heavily this season. The fit is unreal, and we couldn’t be happier with how these turn out. Surely the track pant of the season.
Rounding out this collection is our long-sleeve knitted raglan polo in both epsom green and estate blue. This is a long-sleeve version of our polos that launched earlier this year. It has a great weight to it and can be styled easily.
It's our best drop yet
