From the streets of London: Introducing AW25 - Instinct Over Noise

Instinct over noise 

London is calling — with nuance. In the soft rhythm of its backstreets, in the stillness between passing taxis and shifting skies, we found our backdrop. A city where heritage meets modern form, and where style isn’t broadcast — it’s embodied. 

This season, we let instinct lead the way. Instinct over noise is rooted in the natural — the unspoken sense that shapes how a man dresses, moves, and presents himself. Shot in the understated corners of London, our campaign leans into the quiet power of presence. Like the city itself, the collection balances tradition and modernity.

Overshirts drape naturally. Pants widen with ease. Preppy layers echo clarity without constraint. With a nod to the fluidity of Japanese workwear and the restraint of Scandinavian design, the pieces don’t follow trends — they follow feeling. 

We weren’t looking for loud. We were looking for real. For gestures that don’t need directing. For clothes that fall into place, not into pattern. Through every frame we captured in London — from worn-brick alleyways to soft-lit cafés — we return to one idea: true style doesn’t shout. It resonates.

So here’s to instinct over noise. Here’s to dressing with intention, moving with ease, and letting style speak softly but surely.

See the full collection here.