The roll neck became something of a winter go to for the man who liked a camel overcoat and skinny jeans. It became the simple smart casual top for ‘dapper’ looking dudes trying to cross to the road without getting run over. If you’ve tried it, you’ll notice it has to be ridiculously cold for a wool or cashmere roll neck not to leave you looking like a perspiring mess. While it does look good on the majority of guys, it’s often impractical and doesn’t really allow for the option of taking it off or loosening it. You're committed once it's on.
Left - Prada Menswear SS19
Ah-ha, so, we want the look, but without the sweaty throttle? Enter the summer roll neck. Made usually from stretchy cotton/lycra mixes, and seen on the catwalk at Prada, this is just a long sleeve T-shirt with an extra roll around the neck. This won't make you much hotter, but you get the cool look, and looks great layered under a polo shirt.
Right - Jeff Goldblum in Prada SS19
The short shorts are optional, but this will certainly keep the sun off the back of your neck.
Left- Fila White Line Logo Roll Neck Long Sleeve T-Shirt In Green - £24 from ASOS
Move over Fendi. Fila has reimagined their classic sports pieces in Schott NYC’s signature leather. Having invented the biker jacket in 1928, Schott NYC, now, joins forces with Fila’s motor-sporting legacies, this time centred around their reign with Ducati which saw the brand support many champions, such as James Toseland and Niel Hodgson.
TheChicGeek says, "This is Fila's signature shapes, and you know I've been a fan of Fila bringing back its back catalogue for a while, but in the softest lambskin. This is pimped sportswear and the prices aren't ridiculous. I'm tempted to get the full Settanta leather tracksuit".
Left - Irving - £550
Right - Pier - Leather Settanta Jacket - £500
Left - Luigi - Leather Settanta Jog Pant - £500
Take the escalators upstairs to the first floor in Harrods and a sign above the entrance to the women’s designer floor reads ‘Superbrands’. Inside, individual, luxury fashion brands are housed in marbled-lined shop-in-shops giving consumers the full brand experience.
How these ‘Superbrands’ are anointed I’m not sure - it could be sales or how much they wanted to contribute to the fixtures and fittings - but, what we were willing to accept maybe ten year’s ago feels out of step with how we feel about brands right now.
Left - North Face or Sit On My Face?
Selfridges opened a similar ‘Superbrands’ room during the noughties, but has since dropped the moniker.
We’re moving into an anti big brand age and being labelled a ‘Superbrand’ isn’t the compliment it once was.
“Superbrands…who are they? Self appointment does not make you a Superbrand. And really was it just an industry ‘thing’. Did consumers really know or care who the Superbrands were? Did consumers really buy into this??? I think probably not. It struck me as quite ‘self congratulatory,” says Jo Phillips, Creative Director, Cent Magazine.
Right - The Hey Reilly Fendi/Fila collab for AW18
“The newer generations want brands that are traceable, responsibly care for the environment with ingredients, content etc, that is traceable and kind to the earth. Some want to have one offs so they can be seen as elite, first adopters, trail blazers etc or there are those who want individual products so they look for independent brands, small runs etc so they don’t feel like clones. Sadly some want to wear brands head-to-toe, emblazoned with logos so we all know ..how much money they have??? But, its beginning to look a little tired, like those people that act like a sandwich advertising board for a brand..especially if they wear them head to toe…its all a bit tragic,” says Phillips.
First published in 1995, and now in its 19th edition, ‘The Superbrands Annual’ highlights brands from a wide range of sectors that have become the strongest and most iconic in their field. The brands are voted for by marketing experts, business professionals and thousands of British consumers. There are two separate surveys: Consumer Superbrands (the UK's strongest B2C brands) and Business Superbrands (the UK's strongest B2B brands).
“A Superbrand must fundamentally deliver a good quality product or service but they also must be famous, come to mind ahead of the competition and be emotively engaging and distinctive, for example have a personality or tone of voice that is unique (think Virgin Atlantic vs Delta), or have a purpose that people can identify with and buy into.” says Stephen Cheliotis, Chairman of Superbrands UK.
Things have changed since 1995 and while many brands once wanted to make it onto the Superbrands list, it feels like the energy for consumers is turning towards start-ups and young, dynamic brands rather than something larger and established. People have become suspicious of big companies and this form of back slapping feels somewhat arrogant.
“While the fundamentals of what makes a strong reputation and what drives a positive perception have not in my view fundamentally changed, much of the context of marketing and buying has shifted substantially. For example, the channels or tools used to communicate with consumers has changed and there are now many more options, the consumers’ demands have has also rightly risen. With increased competition, not only has the bar been raised, but brands are increasingly called to account for poor delivery, for example through social media.” says Cheliotis.
“In many ways, brands are still, besides people, the most important asset a company has. A strong reputation in the market is essential to success. In this country we often focus too much on short-term success and short-term metrics, but really focussing on creating a distinctive brand with a clear purpose, point of view, personality and proposition should be a fundamental board consideration.” says Cheliotis.
As part of this change in thinking we’re seeing smaller brands or artists hijacking or playing around with established brands’ logos and slogans. These comical or clever playing with words have made many people think about brands’ messages and what they really mean. It’s part of our age of #fakenews, growing suspicion and rage against the establishment.
Left - OIBOY - £28
Since graduating from the Royal College of Art, Reilly has carved a unique position in the world of illustration and graphic art by playing with what is real or not in brand terms. His recent Hey Reilly AW18 collaboration with Fendi sees a play with the sportswear brand Fila. Both brands merge into a cool and playful outcome. It takes a level of confidence for brands to accept and give these tweaks their blessing. Other designers or artists such as Philip Normal, Proper Mag and OiBoy are all offering a British sense of humour on other people’s branding.
Based in South London, and founded by George Langham, OIBOY recently made its debut at Selfridges. “We all like to categorise everything into boxes, it makes us comfortable, but what makes a model super? "She's a ‘Supermodel’ not just a regular model”. Maybe adding 'super' to a brand or a model allows them to demand higher fees or prices because they are now super?! It's all bullshit really, BUT without these unaffordable (to the masses) 'superbrands', there wouldn't be brands like OIBOY, which is seen as affordable and accessible.” says Langham.
Is this about a lack of respect for brands who have spent many years and millions of pounds establishing themselves.
“I’m not sure it’s a lack of respect from our side of things, we see what we do as something lighthearted and harmless fun. What seems to be happening is privileged kids glamorising the working class, even glamourising poverty in some cases, you can see this with the trend of every fashion shoot being on a council estate or pie 'n' mash shop or wherever, it's like going on a safari for them, seeing how the ‘others’ live…” he says.
Left - OIBOY - £28
“Well ,we used to take any brand that rang a chord with us and British culture/humour, hoping that the brand(s) would see the funny side of what we had done, at the same time, realise it’s guerilla advertising, we never look to discredit nor try to pass ourselves off as them, yet lately we’ve had some issues from 2 ‘superbrands’... the first one which is an American preppy brand who were fairly nice to us and asked us to kindly remove items from sale off of our site, the other, which is a French tennis brand, they tried taking us to the cleaners, so I guess to answer your question; we now can’t mess with clothing (super)brands, so we best stick to beverage companies from now on.” says Langham.
"It's just another marketing spin, why is Mark Ronson a 'super' producer not just a 'producer'? I like the idea of some super hero character producer coming in to save the day, but not really a super brand.” he says.
This reaction is about brands not taking themselves too seriously and being able to laugh at themselves. Many larger brands have built themselves a straight jacket of branding and guidelines and aren’t flexible enough to respond to the new consumer’s desires. This is about having a personality and being confident enough to join in the joke. They had this trouble when social media first appeared and they needed to have a singular voice.
Superbrands is a dated concept and as such illustrates the change in the way we view established brands. Today, you don’t want to be seen as being too successful. You want to be part of the struggle and that’s also why many big brands are starting smaller brands all the time. Just look at H&M and its growing stable.
Many Superbrands have lost sight of its product and got wrapped up in the brand too much. They need to disrupt themselves. I think we’ll see many of these brands falter unless they give more attention to the final product and particularly its quality and longevity.
Right - Proper Mag Mug - £8
I wrote about ‘Russian Doll Brands’ - here
Our love of the 80s continues. From the music to the films to the fashion, it’s the decade that keeps on giving.
The big trend, fashion wise, is 80s sportswear and this is the look you should be following.
Go for larger fits, especially in coats and jackets - I’m wearing a large here - with strong, contrasting primary colours.
This jacket by Tommy Hilfiger is from House of Fraser and perfectly illustrates the new look while heavily referencing its vintage archive.
Team with dad jeans, branded socks and retro trainers. Don’t forget the gold chain or necklace for that final, confident flourish. Read more why here
Are you ready, Player One?!
Credits - Jacket - Tommy Hilfiger from House of Fraser, Jeans - Topman, T-Shirt - Umbro, Necklace - Topshop, Socks - Fila, Trainers - Diadora, Cap - J Crew
Thom Scherdel - Head Buyer at The Idle Man
"Growing from a small workwear to a now global trendsetting brand, Carhartt WIP continues to go from strength to strength. Bridging the gap between workwear and streetwear, Carhartt offers practical yet stylish menswear, as illustrated by the Nimbus Pullover. Made from water repellent teflon and milky coated fabric with warm fleece lining on the inside, this jacket will be able to take whatever the winter weather throws at it."
Left - Carhartt WIP - Nimbus Pullover - £144
"Retro sportswear has really taken off in recent seasons and this winter is no exception. This Fila crewneck sweatshirt is crisp, simple but effective in giving a refined sports vibe. Perfect for a casual outfit in the colder winter days to pair with jeans or chinos."
Left - Fila - Toby Crew Neck Sweatshirt - £64
"Slogan and ironic tees have been becoming increasingly popular as illustrated by Homage Tees retro style t-shirts worn by the likes of ASAP Rocky and Cara Delevigne. The Louis Theroux t-shirt is something a bit different for your outfit and who doesn’t like a bit of Louis?!
Below - Homage Tees - Louis Theroux T-Shirt - £30
"Straight leg trousers are really on trend right now and a simple way to incorporate them into your wardrobe is with chinos. Chinos are very versatile and can be worn with both smart and casual outfits whilst navy is a great winter colour that coordinates easily with other tones."
Left - The Idle Man - Straight Leg Chino - £28
"Originating from Finland, Karhu is a sportswear brand with a strong history and pedigree. Recently sported by Kanye West, these incredibly comfy and durable trainers are a great addition to any wardrobe. The soft pigskin suede is a fantastic detail and adds a premium touch to the plimsolls."
Left - Karhu - Fusion 2.0 Plimsolls Blue - £109
This is the only suit you’ll need this season because it’s ticking a lot of boxes. Green, tick. Pink details, tick. Retro, tick. Comfortable, tick.
You should probably know by now I’m crazy about forest green and also Fila’s vintage inspired sportswear ATM. This perfectly combines the two and is exclusive to Urban Outfitters.
Wear together or separately. It won’t hang around, so get moving.
Left & Below - FILA Johnson Forest and Pink Velour Tracksuit Top - £65 FILA - Johnson Forest and Pink Track Pants - £6
See more "Prawn Cocktail" inspired menswear here
If Wes Anderson did gym kit then this would be the bottom half. Sports is everywhere at the moment and, if like me, you've grown used to the comfort of spending the summer in shorts and tracksuits it feels like an effort and a step backwards to put on anything else, especially regular, non-elasticated trousers. Oh, how things have changed!
Left - Lacoste FW15
I’m a big fan of what designer, Felipe Oliveira Baptista, is doing for Lacoste in their mainline catwalk collection, which they show in New York. I couldn’t find a good image from the current collection so I used last year's, but I know they do these smart creased track trousers with bold stripes as I saw them in the windows of their Knightsbridge store, yesterday.
I couldn’t find them available on the internet, but Fila do a mean retro tracksuit bottom with that ever so sharp and important crease in their Heritage collection. Go got ‘em.
Left & Below - Fila - Molveno Trackpant - £45