Three garments representing the core of our beliefs.
Discover minimalist design that flows seamlessly through seasons and trends.
Made from our soft 100% Supima cotton and features a subtle SON screen print on the chest.Shop now
Features a unique towel embroidery that adds depth and texture to the smooth surface of the garment.Shop now
Rounds off the capsule with a faux suede construction, embroidered SON logo and strap closing on the back.Shop now
Meet these London-based creatives who all have an eye
for style, quality and detail.
Photographer, designer and unabashedly honest coffee critic
“I have a passion for photography, interior design and menswear. I have always been drawn to garments that fit my aesthetic. Through this approach, I can assure that my work feels natural.”
“When I have off time, I’m cycling around the city to find the newest coffee venture.”
Editor of Water Journal, a quiet exploration of all things life
“Attention to the finest detail, be it structure or materials, is something I hold dear both in my workflow and my wardrobe.”
“I find it is a carefully curated selection of clothing and a coherent colour palette that allow me to feel most comfortable and confident. In addition, knowing where and how it was made is at the forefront of everything I wear, with good quality being the main priority.”
Business developer and menswear enthusiast
“I prefer to invest in timeless, premium items and tend to avoid trends.”
“My style is a blend of smart and casual, it is very minimal with a focus on quality and craftsmanship. I love brands and garments that are well made with attention to detail.”