Simon CroftsCreative Director
Understated Era


To create a luxury English menswear brand that embodies the ethos of quiet luxury and redefines traditional tailoring for a contemporary, inclusive audience. The brand needed to merge traditional English sartorial elegance with modern design sensibilities, including technical fabrics and a minimalist aesthetic. The project required full-spectrum development, from naming and identity creation to product design and digital presence, all while pioneering non-binary fashion and setting a new benchmark for sophisticated style.


Ask

• Develop a compelling brand identity, including the name, visual direction, and core messaging, that captures the spirit of understated elegance and innovation.

• Design a pre-collection that draws inspiration from traditional English tailoring, integrating contemporary minimalism and influences from streetwear, sportswear, and technical apparel.

• Establish a distinctive digital presence that reflects the brand’s luxurious, inclusive essence while being intuitive and engaging for users.

• Position the brand as a non-binary luxury fashion challenger, appealing to a discerning global audience.


Result

Understated Era emerged as a sophisticated, forward-thinking menswear brand that redefined quiet luxury for the modern age. The pre-collection blended traditional English tailoring with technical innovation and a contemporary design aesthetic, resonating with a new generation of style-conscious individuals.

The brand’s inclusive approach to non-binary fashion set it apart as a leader in redefining traditional menswear, establishing a new standard of refined elegance. The digital experience was designed to be as sophisticated and understated as the brand itself, enhancing engagement and creating a seamless, luxurious user journey. Understated Era now stands as a pioneering force in the evolution of English menswear, bridging heritage with innovation.

understatedera.com

Projects