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Published
Sep 17, 2021
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À Couvert is new luxury men's outerwear brand from James Small

Published
Sep 17, 2021

A new high-end men’s outwear brand is launching next month with luxury British label À Couvert making its debut via an exclusive at Frasers Group’s Flannels chain.


Photo: Rankin



The label “celebrates heritage and hell-raising in equal measure”, we’re told and is “inspired by classic military cuts, each with a uniquely modern and somewhat disruptive twist”. The items use advanced technical fabrics as well as more traditional materials.

Intended to be “investment pieces”, the line is the brainchild of designer James Small and blends a casual approach with a tailoring sensibility to produce what he calls an “ageless and aspirational line”.

The new offer is about as far as it’s possible to get from fast fashion with all of the pieces coming in limited editions and being hand made in Manchester, England, “using premium fabrics from mills that are internationally renowned and respected”. Prices range from £600 up to £1,800. The “exceptional quality of the construction and materials generate a premium product with maximum emphasis on durability, design and detail”, the company said.

Stylistically, Small said the collection includes “re-engineered contemporary versions” of traditional military technical coats to “create the silhouettes of heroes from a time gone by for the modern wearer. Our coats are for the gentleman, not the everyman, for the bold and the brave, the radical and rebellious”.

Small graduated from the London College of Fashion in 2001 and has had an interesting career since then. As well as launching his eponymous menswear label, he’s been Head Designer for Kim Jones, and has collaborated with big-name labels including Hugo Boss, Mulberry and Comme Des Garçons.

He’s also worked with another big name on this launch, as photographer Rankin has been enlisted to shoot the supporting imagery. The shots also feature “a talent-fuelled cast of artists”, including music producers Skream and Route 94, plus Actors Warren Brown and Jonas Armstrong.

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