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SON

The limited edition SON capsule celebrates five years of challenging convention and embracing innovation through custom fitted clothing. From the first day, we've focused on making our brand yours. Today, nothing has changed.

The Capsule

Three garments representing the core of our beliefs. Discover minimalist design that flows seamlessly through seasons and trends.

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The T-Shirt

Made from our soft 100% Supima cotton and features a subtle SON screen print on the chest.

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The Sweatshirt

Features a unique towel embroidery that adds depth and texture to the smooth surface of the garment.

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The Cap

Rounds off the capsule with a faux suede construction, embroidered SON logo and strap closing on the back.

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Meet these London-based creatives who all have an eye for style, quality and detail.

Oliver Hosoon

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.”

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“When I have off time, I’m cycling around the city to find the newest coffee venture.”

Edvinas Bruzas

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.”

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“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.”

Bola Odusina

Business developer and menswear enthusiast

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“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.”

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The SON capsule is available now for a limited time