As soon as I arrived at London Collections Men earlier this year, I was excitedly taken to see the Wearfore brand by another menswear blogger who had becomean instant fan. I was pleased to discover that heading it up was Anne Marie (also known as NG) who was a blast from my past, and who’s casualwear brand in the 90’s had made it into many a shoot I’d styled.
Since I last saw her, Anne Marie has designed for two of the largest Savile Row brands – Kilgour – where she was Head Designer of Casualwear, and Gieves & Hawkes where she was Global Head of Design.
Introducing me to a small capsule collection of contemporary and beautifully made shirts called The Blue Hour – in, yes you’ve guessed it – varying shades of blue plus some crisp ice whites, Anne Marie told me how it’s inspired by the time of day known as The Blue Hour and the song Blue Moon.
The fabrics are sourced from the very best mills, and the shirts are designed in London and crafted in Europe by top manufacturers. You really need to get up and close and personal with these shirts to appreciate the quality and detailing -washed Japanese selvedge fabrics, Egyptian cotton denims, indigo pique (my favourite!), brushed checks, 100/2 cottons and Swiss organic Royal Oxford.
I challenge you not to find a shirt here that you fall in love with, and put together with a collection of super soft merino crewnecks from Scotland and an accessory or two featuring their exclusive house print, you’ll stand out from the crowd – not by drawing attention to what you’re wearing, just by being the best dressed man in the room.
I can see that this brand will go far with it’s modern, contemporary but subtle designs, and one that I’ll be looking forward to introducing my clients to in the very near future.
Sarah Gilfillan is founder of Sartoria Lab – Personal Styling and Shopping Consultancy for Men.
Nice Collection..!! First one is perfect.