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On Trend: Cult Brands To Invest In

On Trend: Cult Brands To Invest In

When it comes to creating hype pieces, there are a series of brands that nail it every season. From Manchester-based label Represent to Ambush, the brainchild of Yoon Ahn and Verbal, meet the cult menswear brands of the moment that are creating the season’s most important pieces. Word of warning: start investing, quick.



With threads worn by the likes of Kanye West and Pharrell Williams, Yoon Ahn, alongside her hip-hop artist husband Verbal, has cultivated one of the hottest brands of the moment. Expect statement silver, everyday pieces with a twist (think denim kimono jackets and high-shine bombers) and tees decorated with chains, feature pockets and clever stitching.

017 Alyx 9sm Jacket and chain

1017 ALYX 9SM

While all eyes have been on his debut Givenchy collection, Matthew M. William’s own brand has also been gaining serious traction. Known for its classic tailoring mixed up with chunky hardware, cargo details and the brand’s signature double buckles, it’s become one of the quickest (and easiest) routes to adding a little edge to your wardrobe.

Hot Futures Wild Child Sunglasses


A label born and bred in Manchester was bound to be soaked in the city’s music roots and Represent – founded by brothers George and Mike Heaton – is exactly that. Created in homage to the Britpop era that defined the ‘90s, expect to see distressed denim, graphic hoodies and flannel shirts in spades.

Loewe bag


Jonathan Anderson needs little introduction, nor does his avidly followed label Loewe which has mastered the art of creating ‘It’ pieces season after season that slot seamlessly into your wardrobe. For SS21, it’s about loose trousers, soft sneakers and bags stamped with their signature logo.