The Menswear Brands To Keep an Eye on in 2025
The fashion universe is a busy one, with new products dropping daily and brands popping up left, right and centre. That makes for a lot of noise, and a lot of clothes and labels to rifle through.
This can be an overwhelming task even for those who, like me, have to be in the midst of it as part of their nine to five. So where does the average Joe who doesn’t want to spend hours looking for new garms start?
I may be biased, but you’ve come to the right place. Sure, you’ve got to make sure the wardrobe staples are covered – depending on your style, you’ll find the go-to brands to shop from within our best menswear list – but you need to intersperse those key items with zeitgeist-y labels. The type of brands that can step-up your small talk when you’re complimented on your outfit; the type that show you’re on the front lines of fashion.
With that in mind, there’s a few brands that you really should be keeping track of. That could be because they’re about to have their come up, or perhaps recent BTS developments mean they’re about to get even better.
I’ve purposefully not included the big fashion houses here, because you shouldn't have to check Business of Fashion daily to know why they’re so lauded. These are a range of brands that, I think, are bound to have a banging 2025, from the accessible end of the spectrum to the luxury one.
Without further ado, find the brands that you’ll only be hearing more of this year, below.
Found
Ever since BODE started dominating the scene, more and more brands with an eclectic/kitsch/folky vibe have popped up. Which is no bad thing, because that's what has led me to Found. Worn by the likes of Pete Davidson and Pharrell Williams, and with over 205k followers on Instagram, I’m not the only one to have uncovered it.
Faraz Zaidi created the brand at the end of 2023, drawing upon the overlap between his American upbringing as a first-generation immigrant and his Pakistani heritage. The pieces honour the craftsmanship of his motherland while still having a 21st century edge. Personal favourites come in the form of the embroidered Henley tops, the patchwork puffer and the Western suede jacket.
Its strong transatlantic influence is probably why I’m yet to have seen a cult following form yet in the UK, but with its very reasonable prices and stand-out designs, I suspect that’ll come soon enough.
Shop Found here.
Aaron Esh
With three years on the London Fashion Week circuit under the brand's belt, Aaron Esh's shows are hotly anticipated. After launching his eponymous label in 2022, a fresh graduate from a Central Saint Martin’s MA, he has embedded himself into the hearts of fashion insiders ever since.
That’s not to say it’s only desirable to the uber cool crowd. Esh’s menswear incorporates tailoring of Savile Row quality with a fresh perspective – suits for those who want to look dressed up without the old-fashioned connotations of the form. While outerwear with cut-outs, asymmetric knitwear and emblem-embroidered caps offer a daytime dress code for that nonchalant guy who has a way-in to the hottest event in town.
Aaron Esh is quickly gaining momentum, having been picked up by Dover Street Market, SSENSE and Selfridges (to name a few). Those retailers have a strong international customer base, so expect to see Esh’s designs venture beyond British coastlines imminently.
Shop Aaron Esh here.
Keen
You may have seen a little story I wrote at the end of last summer on the Keen Uneeks, a rather bizarre looking slip-on that was surprisingly ubiquitous across London’s pavements.
Now that toe-bearing weather has truly disappeared, I’ve noticed another of the brand’s silhouettes making an appearance: the Jasper.
While this silhouette isn’t anywhere near as weird, its climbing-inspired design is still a little unusual for non-bouldering settings. Yet, I often find my eye drawn down to the varying colour combinations, and that goes for its chunky-soled cousin, the Jasper Zionic, too.
As the Gorp trend is still alive and kicking (or more aptly, hiking), it’s not surprising that this decade-old brand is having a fashionable renaissance. But this perfect balance of useability in the great outdoors as well as its aesthetically-pleasing designs means the label's come-up has been a quick one. I suspect you’ll be seeing them everywhere soon, too.
Shop Keen here.
YMC
You’ll likely know, and probably love, this brand, as YMC has been a menswear mecca throughout its thirty-year existence. But with creative director Sage Toda-Nation’s first collection dropping soon, there’s plenty of newness to get excited about.
Taking over from Fraser Moss, who tragically passed away last year, Toda-Nation is bringing in a new era for the British brand, one that sees them return to an independent business. After financial troubles in 2004, French Connection brought a stake which its co-founder and CEO, Jimmy Collins, has recently brought back.
With an injection of fresh energy, that can only mean more exciting, quality clothes are on the horizon.
Shop YMC here.
Our Legacy
What more could Our Legacy do? The Swedish brand has become the benchmark for menswear success stories, with 200 stockists, four stores worldwide and a devoted following that’s not wavered for years.
As well as being a favourite with fashion guys, Our Legacy have caught the attention of luxury’s upper echelons. News broke at the end of last year that LVMH Luxury Ventures has acquired a minority stake in the business, which according to a statement made at the time, will support the brand’s goals of “entering new markets, opening flagship stores in key cities and continuing to provide a global audience with the best product and design possible”.
That’s exciting stuff for menswear heads, so much so that it sent TikTok's head spinning. Search the news on the app and you’ll find loads of videos discussing what this means, with a few worried that this investment will impact its IYKYK appeal. Rest assured, 2025 is going to be a big year for the label.
Shop Our Legacy here.
Derrick
Another tailoring brand on the list – the suit isn’t dead, ok! – comes from another young London-based label, which has already been on the backs of Benedict Cumberbatch and Khalid Abdalla.
The fledgling brand held their first showing during London Fashion Week last winter and has functioned as bit of a palate cleanser from the kind of conceptual designs often found on the catwalks. A mix of art-school (Central Saint Martins) and traditional (Savile Row) training imbues a practical approach to his tailoring, with previous internships at Rapha, Dunhill and Brioni.
Everyday suits are constructed from non-crease and moveable materials – a lot of which are usually seen in athleisure – that allow for its wearer to look smart without being overly dressy. But this isn’t the same guy who’s sporting Aaron Esh. A Derrick stalwart is the type who may want to spruce up a football match outfit with an iridescent blazer – which sounds like it shouldn’t be appropriate, but it is. The material will survive any beer spillage, too.
Shop DERRICK here.
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