US-themed British fashion brand Fourth & Main makes debut Jack Wills, All Saints, Banana Republic: prepare to meet your newest rival.
Devised back in 2010, British fashion brand Fourth & Main launched its inaugural capsule this month, offering stylish, preppy takes on wardrobe staples. Highlights include a ludicrously dapper unlined linen blazer (£185), sky blue club collar contrast shirts (£65) and slim-fit chinos in black or light navy (£80). There are even striking (and pleasingly Art Deco) swim shorts, in either light orange or peppermint green (£50).
However, if you thought Fourth & Main’s talents ended with simply souping up your wardrobe, then you’re seriously mistaken.
In addition to creating stylish clothing, the brand is also producing its own biannual publication. The Journal will showcase its latest designs, as well as covering topics as diverse as music, art, politics and travel and (in the first issue) interviewing the likes of actor/model Sam Claflin and Captain America’s Hayley Atwell.
Now, if you’ll excuse us, since fashion brands are making magazines, we’re off to dig out a sewing machine and see if it can work both ways…