A key philosophy behind the Notch brand ethos is belief in simplicity, class and understatement. Conceived by a passion for clean modernist design and menswear sat comfortably alongside a penchant for meticulous detail sums up the overall aesthetic of its debut collection that offers a considered range.

Founded by three ex colleagues of World Design & Trade (Sonetti, Firetrap, Full Circle) with an ambition to produce ready to wear, quality product which reflects their full on, urban lives. Notch London launches for Summer 14, a collection encapsulating modern Britain’s minimal, smart and functional aesthetic.

With a desire to create product that will remain in wardrobes and over time become loved go to items, Notch London focused on detail, silhouette and fabric choices oppose to fast fashion trends.

The collection is made up of essential wardrobe pieces for style savvy men from clean cut button down shirting, ageless knitwear, functional outerwear and seasonal jackets. An area Notch have excelled, is in its shirting. A classic menswear garment, Notch wanted to do it justice and created a quality selection of styles. Completed with reduced collar sizes for a sharper and more contemporary shape. This range is complimented with the Notch denim range, jeans coming in slim, skinny, tapered or standard fit. All the denim washes draw inspiration from vintage samples for authenticity. All pieces are designed to fit and flatter utilising form and function in equal measure.