20 Lesser-Known Brands You Should Add To Your Wardrobe

Every man experiences a lack of sartorial inspiration from time to time. Keeping outfits interesting and wardrobes well stocked is no easy feat, and even the best-dressed gentlemen out there can occasionally find themselves stuck in a style rut.

The trick is to keep things fresh. One way this can be achieved is by getting some new designers on your menswear radar. We’re talking the lesser-known, the direct-to-consumer, the up-and-coming and the independent. Labels that can inject a dose of something new and exciting into a stagnating wardrobe.

Here we count down some of our favourite brands that you may not already know. Including who they are, what they do best and why they’re worth introducing to your rotation.

L’Estrange

The majority of dress codes are pretty firmly established. This considered, attempting to redefine one is no small undertaking. Nevertheless, that’s exactly what British label L’Estrange has been doing with its unique take on the term ‘smart casual’. And to marvellous effect.

The brand was born in 2013, out of a desire to create the perfect hoodie. A garment with all the best qualities of a traditional hooded sweatshirt, but infused with tailoring DNA. Quite literally a smart/casual hybrid.

The results speak for themselves. And now L’Estrange has expanded to include a full range of neo-smart-casual staples, including trousers, shirting and T-shirts.

Shop now at L’Estrange

Stiksen

When you think of luxury items, baseball caps probably aren’t the first things that come to mind. Swedish label Stiksen is on a mission to change that.

Sticking to its motherland’s trademark minimalist approach to design, the headwear brand makes upscale caps that are crafted with high-end materials and are free from heavy branding or logos.

The idea is to turn the humble ball cap into something premium and somewhat smart that can be worn for all occasions – a tailored jacket to the dad cap’s slouchy overshirt.

Shop now at Stiksen

Johann Wolff

Can you get glasses cheap? Yes. Do they tend to look good? Not really. Thankfully, Johann Wolff is an antidote to this all-too-common affordable eyewear conundrum, offering up stylish frames at a fraction of what they cost elsewhere.

What’s more, the brand offers a lifetime warranty on all of its specs. They’re so confident in the quality of these glasses that they will replace broken pairs free of charge… forever!

Shop now at Johann Wolff

Kleman

You can’t go wrong with a bit of French workwear, and that’s what Kleman is all about. Since the 1980s, this functional brand has been producing handmade footwear for several public organisations — the French national railway, fire departments and police forces to name a few — but also for a loyal civilian customer base who rate the Kleman’s shoes for not just for their quality, but also their style.

Expect classic styles like Derbies, loafers and sandals, and the star of the show, the Padror shoe. It’s a proper French moc-toe work shoe, handmade in France using traditional techniques.

Shop now at Kleman

Wax London

Simple, well-made, casual pieces, all lovingly designed in the UK. That’s the name of the game at Wax London. Founded by three friends in 2015, this young brand is heavily inspired by London life, creating elevated everyday pieces that can be called upon day in, day out.

The overshirts, in particular, are rather special, such as the Whiting overshirt, which has a heavyweight construction, relaxed fit, and is available in a plethora of colour options – some eye-catching, some subtle.

Shop now at Wax London

JAK

Portuguese brand JAK specialises in well-made, reasonably priced sneakers with an emphasis on understated versatility. This means the shoes are often fairly minimalist, with simple designs and little to no visible branding. As a result, JAK’s shoes can be worn with pretty much anything, making them a valuable addition to your shoe rack.

OK, they’re not exactly dirt cheap, but when you put them next to comparable brands in terms of quality and aesthetics the value aspect is plain to see.

Shop now at JAK

Asket

The first and most important step in building something beautiful is to lay a solid foundation. This is true not just in architecture, but also your wardrobe. A reliable sartorial arsenal depends heavily on the selection of basics that form its backbone. If these are up to scratch, everything else will fall into place. If not, well, you’re in trouble.

Thankfully, Stockholm-based brand Asket is all about the essentials. Since 2015, the Scandinavian label has been on a mission to kit men out with the fundamental tools they need to build the perfect capsule wardrobe.

The idea behind the brand is to create timeless basics to last forever, not just a season. Team that with high-end craftsmanship and focus on sustainability and you get one of the slickest purveyors of stylish staples you’re ever likely to come across.

Shop now at ASKET

Carl Friedrik

Swedish brothers Niklas and Mattis Oppermann founded Carl Friedrik in 2012 after they grew frustrated with the lack of well-designed, high-quality leather goods that they wanted to use themselves or to give as gifts for friends.

Luckily for the rest of us, they soon put this right. Carl Friedrik’s stylish luggage is slick, well made and versatile. Crafted from the highest quality Italian leather by genuine artisans, the range encompasses weekenders, backpacks, tote bags, briefcases and even suitcases. Basically, everything you need to get your gear from point A to point B in as good-looking a manner as possible.

Shop now at Carl Friedrik

ISTO.

If you like your wardrobe clean, minimal and eco-conscious, Portuguese brand ISTO. should be on your radar. It’s all about premium, sustainable basics—organic cotton tees, chore jackets, merino sweaters and smart chinos—that are designed to last and produced transparently.

With an open pricing model, ISTO. tells you exactly what goes into each garment, from materials to manufacturing. That means no unnecessary markups—just high-quality wardrobe staples that punch well above their weight in terms of both style and ethics.

Shop now at ISTO.

David Gandy Wellwear

Supermodel David Gandy knows a thing or two about good clothes, and his brand, Wellwear, is proof. Specialising in high-end casualwear with a focus on comfort and longevity, the label combines soft, breathable fabrics with innovative wellness benefits—think antibacterial, anti-odour and skin-friendly materials.

If you’re after well-cut T-shirts, hoodies, sweatpants and polos that feel as good as they look, this is where to start. Wellwear proves that loungewear can be both practical and stylish, making it perfect for laid-back weekends or refined airport attire.

Shop now at David Gandy Wellwear

The Resort Co

Planning a getaway? The Resort Co has everything you need to look effortlessly stylish on holiday. From handcrafted leather sandals and linen shirts to tailored swim shorts, the brand specialises in high-end resortwear that’s both functional and fashionable.

Designed in Sweden and crafted in Europe, the collection is all about quality and sustainability. If your summer wardrobe needs an upgrade, this is the place to find pieces that transition seamlessly from the beach to the bar.

Shop now at The Resort Co

Wahts

Blurring the line between performance and refinement, Wahts is the Dutch brand crafting elevated casualwear with an athletic edge. Think minimalist hoodies, tailored joggers, and sleek polos—each designed with premium materials and an eye for modern, understated style.

It’s the perfect blend of smart and sporty, ideal for those who appreciate comfort but refuse to compromise on sophistication. Whether you’re travelling, working remotely, or just looking for refined off-duty staples, Wahts offers the ultimate in casual luxury.

Shop now at Wahts

Luca Faloni

For those who appreciate the finer things in life—cashmere knitwear, linen shirts, perfectly cut chinos—Luca Faloni is a brand worth knowing. The direct-to-consumer label works exclusively with Italy’s best artisans to create timeless pieces using luxurious materials.

The result? A collection of menswear staples that exude quiet sophistication. Whether it’s a buttery soft suede jacket, a crisp linen shirt for summer, or a merino wool sweater for layering, Luca Faloni delivers a refined take on everyday dressing.

Shop now at Luca Faloni

Besnard

Besnard might not be a household name, but it should be for anyone with a taste for traditional European elegance. This Dutch label revives classic menswear staples with contemporary silhouettes and fine fabrics sourced from the best mills in the UK and Italy.

Think high-waisted trousers, unstructured blazers and merino knitwear—timeless pieces built to last. It’s the kind of brand that bridges the gap between old-school tailoring and modern versatility, making it a must for those who appreciate understated luxury.

Shop now at Besnard

Velasca

Italy’s shoemaking heritage is second to none, and Velasca is keeping the tradition alive with handcrafted footwear made in Montegranaro. The brand offers beautifully made dress shoes, loafers and boots at a fraction of what you’d pay from luxury labels, thanks to its direct-to-consumer model.

Expect classic styles like leather Derbies, suede chukkas and elegant penny loafers—ideal for those who appreciate quality, craftsmanship and timeless design.

Shop now at Velasca

Arket

Swedish lifestyle store Arket burst onto the scene in August 2017 to unprecedented success. The offspring of H&M, this minimalist high-street mecca offers a breath of fresh air from the hustle and bustle, serving up stylish trinkets, good coffee and, of course, excellent attire.

Here you’ll find clothes that are well made, squeaky clean and just oozing Scandinavian cool. Keep your eyes peeled for their overshirts and tailoring, but where Arket really excels is with its knitwear. Think fine-gauge, merino wool and just the right amount of restraint.

Shop now at Arket

A Day’s March

It may have been temporarily eclipsed by garish colours, over-the-top detail and bulky silhouettes in mainstream menswear, but make no mistake – minimalism is here to stay. And leading the resistance is Swedish independent label A Day’s March.

With several brick-and-mortar shops already established on its home turf, and one in London’s Soho district now too, A Day’s March’s signature brand of stripped-back simplicity has quickly made them a favourite here at Ape.

Expect well-made wardrobe staples with slim cuts and pared-back branding as standard. For a quick snapshot of what the label is all about, look to its military-inspired overshirts. They’re clean, versatile, timeless and a prime example of what the Stockholm-based brand does so well.

Shop now at A Day’s March

Aurelien

We all love that effortlessly stylish Mediterranean aesthetic (you know, the one where the clothes cost loads of money), which is exactly what Aurélien delivers, minus the eye-watering price tags.

The direct-to-consumer brand works with the best European makers to bring you high-end garments at so-called ‘elegant prices’. And while this certainly doesn’t mean they’re cheap, they’re still a lot more affordable than the majority of ‘quiet luxury’ brands.

If you’re into labels like Loro Piana and Brunello Cucinelli but don’t fancy taking out a second mortgage in the name of fashion, shopping with these guys is an excellent alternative.

Shop now at Aurelien

SIRPLUS

A market stall selling boxer shorts made from shirting offcuts may not sound like a great jumping-off point for a stylish menswear label, but it certainly worked for SIRPLUS.

Since as early as 2010, the company has been a regular fixture of London’s Portobello Market. And what began as such a simple concept has over time morphed into a full-scale fashion brand.

Perhaps it’d be unfair to label it as “fashion”, though. Because the label’s output isn’t driven by trends, but timeless style that’ll keep looking good and remain relevant season after season, year after year. From simple, plain tees to casual shirts – it’s all exemplary stuff crafted to the highest standards. Look out for the trademark Nehru jackets, too.

Shop now at SIRPLUS

ETQ.

With the relaxing of dress codes across the board in menswear, sneakers have found a new audience. These sporty staples have graduated from track and field to legitimately being worn with tailoring. Still, it wouldn’t have been possible if it weren’t for the brands that made it their mission to smarten them up.

One such label is ETQ., a Dutch brand specialising in the sort of luxurious sneakers capable of complementing almost any clothing combination you could care to imagine. It’s all thanks to a simple design, high-quality materials and artisan craftsmanship. These are the type of kicks that’ll become your go-to – something you can wear for anything from a job interview to a date night with great results every time.

Shop now at ETQ.