This Designer Is Quietly Creating A Buzz in Menswear Right Now
Before diving into our next PFW recap, let's take an in-depth look at this Swedish designer's philosophy, and why buyers and critics see the brand as one to watch.
Before We Start
If you’re new here, you can catch up on some recent work:
Parts One (Kartik Research, Vowels AW26) and Two (Impossible Showroom) of my PFW Day 2 Recap are available.
I Lost My Luggage Going to Men’s Fashion Week: Reporting from Paris — moving between showrooms, missed luggage, and conversations around slower fashion, locality, and material honesty.
I Think, Therefore I Tastemake: My thoughts on tastemaking, influence, and intention in modern content — exploring slow style, fatigue, and what’s to come
New Year, New (Kinda the Same) Me: A year-end reflection on growth, fear, and staying honest — along with the designers and pieces that caught my eye recently
Basic? (How Japanese brands get labelled “boring” or “expensive,” and the disconnect between passion, content, and algorithm-driven taste)
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Who Is He?
Being able to visit Paris to see nice clothes on a daily basis sounds like a privilege — and it absolutely is — but in reality, it feels more like a fever dream of sorts. The kind you wake up from in a cold sweat. Like when you’re convinced you missed your field trip, only to realize it’s 8PM on a Sunday and your trip isn’t for another twelve hours. Or, the ones where you suddenly remember you forgot to finish an always-riveting presentation for your corporate gig, except it’s already done and ready, and you’re just losing your marbles a bit.
That’s how it felt moving from Le Marais to Palais de Tokyo, then up to Montmartre and back again — fuelled by several cups of coffee (enough to keep an elephant buzzing), pastries, maybe a few cigarettes, and a constant hunger to discover new brands, emerging ideas, and threads to follow from one collection to the next.
It’s exciting, and as someone doing this for work, in a way, it’s become something I genuinely look forward to.
Still, despite the number of showrooms, and a few presentations, I managed to see, I left feeling unsatisfied. You can’t help but think: what could I have covered if I hadn’t missed that appointment thanks to a delayed Metro? Or, in my case, you return home, visit your third place (Neighbour), and stumble across a new brand that’s quietly turning heads — one you could’ve seen during fashion week.
Well, actually, both of those are mine. But for today’s post, we’re talking about the latter.
After swapping horror stories with the staff about our respective journeys to and from Paris, I was put onto a designer who’s been circulating in conversations among more established publications, mentioned by the likes of Magasin, WWD, The New York Times, and recently highlighted in Sharp as one to watch this year.
