Designer James Small’s brand, À Couvert, is a marque built with the ‘everyman’ in mind. Small’s clothes are made for everyone “from the urban club kid to the dapper gentleman”… but with a futuristic twist and dedication to outstanding tailoring. The menswear brand’s latest collection pays homage to disruptive modern designs, to heritage, and to the timelessness of iconic fashion pieces.
“As people have become more conscious of where their clothes are coming from, they want ethical, sustainably made clothes that have been constructed to a high standard, pieces of premium quality that they can invest in and will last them – that is what we have made,” Small says.
The campaign sees a range of white-hot talent join forces, including music producers SKREAM and Route 94, and actors such as Warren Brown and Jonas Armstrong, all sporting the brand’s meticulously crafted designs; Nylon Padded Trench with Olmetex Nylon lining, Nylon Cargo Pants and Technical Ventile Waterproof Pants with Olmetex Nylon Lining and Cobrax magnetic Zero press studs, all made with Majocchi Luxury Polyamide Nylon.
“I’m constantly designing in my head, from what I see on a short tube ride and I’ll have designed 10 things, does not need to come from a museum, the hard / fun part is then putting it down to paper then selecting, linking it all together with fabrics and colour and turning it into a collection,” the designer continues.
The AW21 collection, which has been captured by Rankin, is a display of the designer exploring renowned military designs through a modernist lens, with a particular focus on highlighting a sense of rebelliousness in anyone who wears the pieces, rendering the brand’s wearers as fashionable dissidents of regularity.
“These re-engineered contemporary versions of traditional military technical coats create the silhouettes of heroes from a time gone by for the modern wearer,” Small explains.