BEHIND THE CAMPAIGN

Pre-Spring ’26 Varsity

Going back just a few years, you could walk into almost any vintage store on London’s Brick Lane and find rows of original US-imported pieces - military jackets, workwear, varsity styles and all sorts of one-off garments that felt like they genuinely had history. These were pieces built to last, often customised over time with embroidery, patches, repairs and hand-applied details that told a story about the person who wore them.

Those details are what always drew us in. The quality of the fabrics, the weight of the garments, the way names and numbers were stitched directly into jackets, or how patches marked a team, a club or a moment in time. No two were ever quite the same.

Recently, that kind of find has become harder and harder to come by. Vintage shops have shifted, and where you’d once find old-school Americana, you’re now far more likely to see Y2K-era pieces filling the rails. We still love vintage, but we realised there was a gap for the kinds of garments we were constantly searching for and rarely finding. So we decided to create our own.

NOSTALGIA DONE RIGHT

From the get-go, the idea wasn’t to recreate something nostalgic for the sake of it. We wanted to make pieces that feel like they have a future; the kind of garments that might one day be handed down, customised over time, or discovered years from now in a thrift store. That meant putting in the research. We spent time studying original varsity jackets, knitwear and sports pieces, breaking down what made them feel authentic, from fits and proportions to fabric weights, trims, patches and embroidery techniques. Every detail was really considered and then refined to make sure the pieces still feel wearable now.

Building the Range

This collection introduced a lot of new styles for us, including some louder hero pieces, so it was important to build a range that supported them properly. Alongside statement jackets and knits, we focused on creating the right foundations. Jeans, tees and everyday layers that help ground the collection and make it easy to wear.

And styling played a big role in that process. We spent a lot of time in fittings, trying different combinations, seeing what worked and what didn’t. Some of our favourite moments came from those sessions: experimenting, swapping pieces around, and finding unexpected pairings that brought the whole range together. Luckily, we had the help of our Senior Product Development manager, Ross, who modelled the looks for us so we could visualise and play around with the different layers in person, before sending the pieces across the pond.

Americana Varsity Influence

Varsity style has always been closely tied to American culture. From high school and college sports to baseball in particular, it’s a look built around identity, pride and community. Letterman jackets, team knits and embroidered details weren’t just design features; they marked a sense of belonging. That connection is what made shooting the campaign in the US feel right. The collection draws heavily from American varsity history, so placing it back into that context felt natural for us.

We found a small studio in Downtown LA, its walls lined with old-school sports memorabilia and trophies. It was the perfect backdrop: characterful without overpowering the clothes. The focus stayed exactly where we wanted it to be - on the garments, the details and the references behind them.

As always, we were stoked to be working with photographer Felix Russell-Saw and models Gaby and Derek, who we’ve shot together for campaigns before. They always understand the assignment and get the vibe just right.

The Collection

Our Pre-Spring 2026, made up of 18 pieces across menswear, womenswear & goods, draws from authentic varsity & collegiate sportswear, reimagining vintage patches, nostalgic graphics & hand-finished details to create timeless yet wearable pieces. Inspired by the golden era of sport, it’s a considered take on athletic tradition- heritage-led & made to last. Designed to sit naturally within our existing range. Nostalgia, done right.

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Stitching the Past into Spring 2026

Drawing inspiration from classic American varsity culture, Spring 2026 blends heritage detailing with a modern, wearable approach. This is just the beginning....

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Joshua Denim Jeans - Archive Wash

Drifters Wool 5 Panel Cap - Navy Pinstripe

Varsity Knitted Cardigan - Brick Red

Porter Overcoat - Olive Drab

Mascot Boxy Longsleeve Jersey - Washed Blue

Sawyer Pants - Black

Service Fatigue Pants - Sand

Union Pleated Pant - Black

Service Fatigue Pants - Black

Vyse Chore Jacket - Blue Hickory

Essential Boxy T-Shirt - Fog White

Service Fatigue Pants - Olive

Union Pleated Pant - Olive Drab

Service Fatigue Pants - Stone Checkerboard

Sawyer Pants - Stone

Porter Overcoat - Washed Black

Service Fatigue Pants - Black Checkerboard

Barstow Denim Jean - Hickory Stripe

Grace Barrel Leg Jean - Blue Hickory

Paradise Trophy 5 Panel Cap - Red