The 10 Coolest New Men’s Fashion Brands For 2024

Despite the monopolies of the luxury conglomerates – Messrs LVMH, Kering and Richemont – we are experiencing one of the more dynamic periods in modern menswear, with a host of fresh brands beginning to ping the public radar.

The cutting room for young fashion marques is covered with talented could-have-beens, so being able to break out in a highly competitive industry is not only a result of great style but also smart business acumen, clever marketing (when budgets are small) and increasingly, a head for sustainable practices.

All this takes time, which is why some of these ‘new’ brands might be familiar to the discerning menswear obsessive. But really, they’re only just getting started. Here are 10 such brands that have been quietly creeping into mainstream consciousness, so get them on your wishlist before everyone cottons on.

Akashi-Kama

Akashi-Kama bridges traditional Japanese craftsmanship with modern California style, making it a standout for guys who appreciate a comfortable, minimalist aesthetic. Founded by Alec Nakashima in 2018, the brand brings a fresh perspective by blending classic Japanese silhouettes with contemporary Western influences, especially referencing classic sportswear shapes.

It’s best known for its Noragi jackets, which riff on a traditional Japanese silhouette reworked in the vision of contemporary tailoring. Oh, and the Jacquard knit polos are outstanding, too.

The overall look is one of minimalism and artful functionality, designed for a versatile, laid-back wardrobe that works in various settings.

Shop now at Akashi-Kama

Brown Avenue

Young Swedish menswear brands have a tough act to follow in Acne Studios, but several labels have recently been doing great things in the ‘quiet luxury’ space. One such maker is Brown Avenue, founded in Stockholm by friends and brother-in-laws Niklas and Kevin in 2022.

The brand deftly merges Scandinavian simplicity with elevated essentials, all at a price point that doesn’t make you wince. The classic tenets of Scandinavian design are all there: soft, clean lines, a muted colour palette, and a laser focus on premium natural fibres such as cashmere.

The aesthetic is polished and sophisticated casualwear that looks and feels like money (the cashmere hoodies definitely give off Bobby Axelrod vibes).

Shop now at Brown Avenue

Émigré

Émigré is a unique menswear brand explicitly created for the travelling professional. Founded by a team of fashion industry execs who spend a lot of time on the move, Émigré stylishly solves the puzzle many guys face—how to travel smart, be comfortable and hit the ground looking fresh.

They do so by using extremely sophisticated and functional fabrics across the spectrum of classic tailored silhouettes. Garments such as their unstructured Travel Ponte Blazer is a case in point: crafted in Portugal from an organic cotton blend, the stretch fabric stands out for its low maintenance, washability, superior wrinkle-resistance and comfort. Or their breathable, wrinkle-resistant Four Season Travel Trouser, made in Portugal from OEKO-TEX® certified Italian Marzotto wool.

It’s smart kit that you can dress up or down, and be totally assured that no matter the journey you’ve been on, you’ll arrive looking as slick as when you left.

Shop now at Émigré

Forét Studio

Childhood friends Jeppe and Jesper founded Forét Studio in 2014, using their shared nostalgia of growing up in the Danish countryside. Based in Copenhagen, the brand zeroes in on that modern brand of cool functional menswear designed for town and country alike.

Forét Studio’s aesthetic marries rustic charm with Scandinavian simplicity, offering rugged staples like flannel overshirts, durable knits and weather-resistant outerwear. What’s more, the Danish label’s commitment to sustainability is dialled in, using responsibly sourced fabrics that are certified by third-party standards, as well as maintaining production within the EU to ensure quality control and fair practices.

Shop now at Forét

Wax London

Known for its checked overshirts, sustainable outerwear and carefully crafted basics, Wax London has quickly risen to prominence in a highly competitive menswear niche in London.

What sets Wax apart is its focus on sourcing unique fabrics, weaves, textures, patterns and prints from sustainable mills and partners. The silhouettes they create might riff on classic menswear shapes, but the fabrics and colours they use make them stand out from the crowd.

It’s British heritage meets Mediterranean flair, with a modern workwear aesthetic that is so versatile and easy to wear.

Shop now at Wax London

Artknit Studios

Artknit Studios specialises in premium knitwear and wardrobe basics crafted from high-quality, responsibly sourced materials such as cashmere, merino wool and organic cotton. Simplicity and elegance perfectly describe the brand’s versatile collections, with every garment made in family-owned Italian workshops.

Artknit Studios takes its environmental impact very seriously. So much so that it is one of the few B Corp-certified menswear brands on the planet. Which means you can guarantee that their natural fibres have the very best provenance.

Given the timeless aesthetic of their collections, you’ll be holding onto their products for years to come.

Shop now at Artknit Studios

The Resort Co

Given their climate, you’d have to question the sanity of some Swedes trying to launch a summer-specific resortwear brand, but that’s precisely what they have done at The Resort Co. The label has been quietly building momentum over the last few years but still flies under the style radar for many people, something we feel that’s about to change.

Their raison d’etre is constructing the perfect resort-ready wardrobe, full of chic European influences, handcrafted carefully and ethically in Europe. The tailored swim shorts would look right at home on the deck of a 100-foot superyacht, while the breathable linen jersey polos are summer-style divinity. You’ll want to buy one in every colour.

Shop now at The Resort Co.

Aurélien

Aurélien is the definition of ‘quiet luxury’, boasting a refined aesthetic based on a pretty neutral colour palette and best described as Mediterranean-inspired casual elegance.

Founded by Dutch entrepreneur Michiel De Bruijn, the brand produces sophisticated essentials crafted from premium materials like suede, linen and cashmere. Predominantly leaning on a softly tailored approach, it’s laid-back yet luxurious menswear that’s effortless to style.

The collections are produced in the same factories as the big names. Still, Aurélien offers its garments at a significant discount thanks to the clever streamlining of operations, word-of-mouth marketing and a direct-to-consumer model.

Using fabrics such as Cashwool®, cashmere, linen and organic cotton, Aurélien’s garments are beautifully timeless.

Shop now at Aurélien

FourTwoFour

Rooted in Los Angeles street culture, FourTwoFour (424) is a streetwear brand with an edge, riffing on counter-culture movements such as punk.

Founded by Guillermo Andrade, 424 offers bold pieces such as statement hoodies, graphic tees and reimagined military-inspired jackets. At the same time, you’ll find minimalist tailoring and denim jackets in the Western style with pintuck pleats.

Such is Andrade’s creativity, it’s almost impossible to pigeonhole. So, if you’re in the market for a label that can facilitate your need for self-expression through clothing, you might have just found your perfect match.

Shop now at FourTwoFour

Another Aspect

Perhaps the most eco-conscious brand on the list, along with Artknit Studios, Copenhagen-based Another Aspect exclusively uses recycled fibres, deadstock fabrics and organic materials to minimise its carbon footprint and environmental impact.

But what of the clothes? They specialise in super relaxed everyday classics, creating a plethora of functional garments, from polos and rugby tops to boxy tailoring with a workwear aesthetic. There’s definitely a ‘normcore’ vibe going on, writ large through the wide-leg denim trousers and cotton chinos, but it’s the sort of kit that could add an edge to a preppy wardrobe.

Shop now at SSENSE