The hardest person to buy for usually knows exactly what he likes. He just hasn’t told you. So skip the socks and the aftershave set, and give him a label he’ll wear on repeat, from the people actually making it.
We’ve split this edit by budget. Every brand is in the Édito Directory, so you can tap the heart and keep a Christmas board as you go.
Under £75
MKI Miyuki Zoku. A Leeds label inspired by a 1960s Tokyo style tribe. Clean fleeces, puffers, polos and hoodies at friendly prices: an easy win for the man who lives in a good hoodie.
Parlez. Started in Bristol by two friends in 2012, Parlez does clean streetwear with a sailing and vintage-sportswear twist. Quietly smart, never loud.
Jaded London. For the one who likes to be noticed: statement denim, cargo and going-out pieces with a club-culture edge.
£75 to £200
Represent. Brothers George and Mike Heaton’s Manchester label. Heavyweight hoodies and graphic tees that feel built to last.
SAINT ALEXANDER. Minimalist luxury tracksuits, hoodies and knitwear with a clean finish. The gift for the man who likes his loungewear to look expensive.
DESTRUCTIVE (DSRCV). Timeless, minimalist essentials: heavyweight hoodies, knitwear and utility jackets.
STH DEPT. Formal codes, loosened. Clean coats, overshirts and trousers worn relaxed, for the man who’s outgrown streetwear but not comfort.
Cold Culture. Hoodies, puffers, knitwear and denim, with men’s and women’s lines, so you can match if you’re that couple.
SEASZN. Luxury British streetwear: bombers, hoodies, denim, jerseys and polos.
Broken Planet Market. Cosmic graphic hoodies and tracksuits from a London label started in 2020. Small drops, big following.
Syna World. Central Cee’s West London label: logo tracksuits and limited drops. The store only opens for drops, so follow it in the Directory to see when the next one lands.
Seventh. Bukki Ojo’s London label: minimal, elevated essentials like hoodies, sweatpants and worker shirts. For the man who wears the same five things, but wants them to be good.
about:blank. London menswear started in 2021: contemporary minimalism, from tees to trousers.
F/FECTED. Luxury streetwear with considered denim and heavyweight tops in washed-out tones.
The proper treat (£200+)
Martine Rose. The South London designer remixing shirts, football tops and tracksuits through rave, hip-hop and her Jamaican heritage. A gift with a story.
Bianca Saunders. Award-winning menswear playing with twisted seams and Caribbean heritage. For the man who notices the details.
Art Community. Extremely oversized staples, Japanese denim and heavy fleece from LA, with off-centre details.
Labrum London. Foday Dumbuya’s menswear: West African stories cut with British tailoring. This year it won the BFC/GQ Designer Fashion Fund.
Orange Culture. Adebayo Oke-Lawal’s Lagos label: fluid, gender-free menswear in Nigerian prints, made in Lagos. A gift with real personality.
How to get it right
Check his size on something he already wears and loves, and keep the receipt. Independent labels often make in small runs, so if you see it, don’t leave it in your basket for a week.
Not sure which way to go? Ask the Édito Stylist. Tell it you’re shopping for men and give it your budget, and it will pick three for you.
Some links on this page are affiliate links, so we may earn a small commission if you buy, at no extra cost to you. It never decides which brands we feature.
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