From all around the globe, and to add to your wardrobe as of now.
As the go-to place for all the good and new stuff in men’s fashion, we figured it was about time to sit down and have a talk about brands. And to be precise: the Coolest Minimalist ones du moment. Because wanting to look good with a particular type of style is cool, but what brands does one need for that? To spoil you a bit: the options are countless.
Lucky us: once again, a cool stylist came in to guide us on what the ones are that you want to cop — speaking in terms of style, minimalist-ness, but also sustainability. Below, you’ll find nothing but a complete guide on our top picks, diverging from the country of origin, new, young brands, and popular brands to budget options and I-might-have-to-sell-an-organ-price level.
A while back, we talked briefly about minimalism, the art of simple dressing, and the capsule wardrobe. Many pieces found in a minimalist wardrobe carry the specifics of being durable, sustainable, and simple but not dull. Because; don’t we all like a small gimmick to stand out a little from time to time?
The GoodPeople
What: Affordable, high-quality, clean basics with a playful twist here and there.
Since we promised to include brands worldwide, why not start with a brand with its origin in one of the world’s smaller countries: The Netherlands. The GoodPeople comes from the Dutch city Rotterdam and was founded in 2007. With its signature cloud logo, every piece of clothing stands out in the crowd – even in the most clean-looking, minimalistic items. The GoodPeople is playful but knows how to behave. In their own words: “Yes, we are the grown-up bon vivant who always remained our boyish outlook on life. We like to play and are always up for a laugh. Always.”
The brands’ collections consist of all the pieces a man needs and wants in his wardrobe, crafted of Europe’s most beautiful materials. What else to expect? Crisp and sleek polo shirts, streetwear-inspired trousers, and your favorite sweater with a playful twist.
What’s cool: all clothing is ethically produced in Europe (Italy and Portugal), with the highest aim of sustainability and decreasing environmental impact.
Filippa K
What: Scandinavian’s finest with timeless pieces and a sustainable approach.
No list of cool (minimalist) brands should ever be considered complete without the Swedish-found brand Filippa K. First – the brand makes great shirts. Second: the brand strives for timeless style, produces all its pieces sustainably, and is just top of the list comfortable. Next to that, still, every piece is unique. Filippa K offers both men and women their long-lasting, reliable quality for any occasion around the clock.
From work to workout, from workout to dinner, and beyond. Functional, stylish, and high-quality: the Scandinavians sure know how to do it right.
What’s cool: the brand was founded back in the early days of 1993. Nowadays, the collections are still based on the minimalism and ease of the 90s but redesigned to the modern days. Plus: the activewear (“Soft Sport”)-range is crafted of eco-friendly materials.
A.P.C.
What: raw but stylish and minimalistic.
The fact that the French know great style is no news. To anyone. Living proof of that is the luxury brand A.P.C. (Atelier de Production et de Création), founded in 1987 by Jean Touitou. The Paris-based label has been around for quite some years and identifies as Original yet straightforward; A.P.C. offered men raw denim jeans, to be expanded later to a complete collection for both les femmes et les hommes. A.P.C. stands out in the crowd with its clean shapes and timeless cuts in daily essentials.
Authentic and accessible, the French brand is available worldwide with 70+ stores in cities around the world, including Hong Kong, L.A., New York, and Berlin, and recently collaborated with celebs such as Kid Cudi and Kanye West.
What’s cool: the brain behind the brand started producing his own jeans when he found himself looking for raw denim in Barcelona, Spain, but unable to find any. Great ideas solve problems.
COS
What: go-to basics in innovative materials for a fair price.
Owned by the impressive and successful H&M group, COS opened its first shop in London in 2007. The brand provides a wide range of wardrobe essentials with a technical, functional base all year round. COS is accessible, in terms of price, but also for the entire family. The Swedish label aims for fully sustainable production. As of 2020, all of the cotton used in the production process is either organic, recycled, or sourced through the Better Cotton Initiative.
The brand is known for its minimalistic and simple shapes and perfectly sourced (and fitting) materials that include natural fibers such as silk, linen, and cotton, accompanied by technical and synthetic materials. From casualwear to business casual looks in size S to size XL, the brand has it all. Bonus points: to stimulate slow fashion, COS creates two collections per year and provides the items with a discounted price tag only after 18 months.
What’s cool: COS sets ethical goals to stay on top of improving the production process and quality. Next up on the calendar: in 2030, the label aims for 100% recycled or other sustainably sourced materials to produce their collections.
James Perse
What: “low maintenance high fashion”.
Los Angeles’ finest: it all started by the perfect baseball cap that mister Perse himself created as a reaction to a lack of finding a well-designed one. Coming from a family in fashion, James expanded the line of baseball caps to what later became the go-to for long-lasting, quality basics with a boho touch. And by this, the brand James Perse was born. After expanding the line of baseball caps to the well-known perfect t-shirt, a collection for women and babies, In 2003, the first – incredibly stylish, top-of-the-bill architecture retail shop was opened in Los Angeles.
Every man looking for the perfect, high-quality basics in a clean-cut design without a tacky logo and/or branding will fall for the charm of James Perse.
What’s cool: since Mr. Perse is an avid surfer and all-around athlete, next to finding the perfect minimalist basics, there is an entire line of stylish and functional boardshorts, footwear, and workout gear to find in the labels’ collections.
Won Hundred
What: Best Danish design with an edge of rock ‘n roll.
Although the “rock ‘n roll” style is one of the most significant sources of inspiration for the Danish label, each collection is filled with a great range of essential, core items, next to striking printed pieces, leather goods, and edgy footwear and accessories. This golden combination carries out the fact that the brand always tries to move the Scandinavian and minimalist approach’s boundaries.
Filling up your shopping cart yet? Well, this isn’t everything. Next to delivering sleek and authentic style, the Scandinavian brand takes great responsibility in improving the fashion industry as well by reducing their environmental impact. How? By using sustainably sourced fabrics such as organic cotton, EcoVero viscose, and Tencel.
In short, according to us, it is safe to say that Won Hundred is just the type of brand you wear and gives you the immediate look of “I know what I’m talking about, I dress original, minimalistic but not boring – with an edgy touch” (and, “God, I wear it well”).
What’s cool: next to aiming for sustainable production and using materials likewise, the brand endeavors in several other areas to improve their business, including increasing gender equality and improving animal welfare, and introducing sustainable shipping.
Ami Paris
What: a seamless combination of French nonchalance and clean formal wear.
Fresh from Fashion Design school in Paris, Ami’s designer and founder Alexandre Mattiussi started working for several famous fashion houses worldwide, including Givenchy and Dior Homme. Not long after, in 2011, the Parisian brand Ami was born.
The label simplifies dressing – and by that, gives us men just what we need. The result is to be seen in Ami’s collections: comfortable, classic, clean fits in an “au naturel” color palette. It is easy to match, comfortable to wear, but stylish as ever in daily casual wear and tailoring. However, boring is a word that doesn’t occur in any of French brand’s collections. Neither in your closet, if you love yourself some French charm.
Proof of that is the Ami de Coeur collection, which has a playful touch to it: each of the products contains a little (or more significant) logo which resembles a heart “Coeur” and the letter A, “Ami” for the French translation of “friend.” This originates from the designer’s signature at the end of notes written to his friends since childhood.
What’s cool: Ami’s 2018 collection “Menswear for Women,” which resembled men’s looks but adjusted and tailored to female wear. The idea behind it? The designer always wanted to design clothes for his friends, both men, and women. This influence is still to be seen back in the year-round collections of the brand.
