In recent years, sustainability has become increasingly important to fashion brands. Once little more than a buzzword or curiosity, sustainability is something that designers are weaving into the very fabric of their companies. And although it is a complex and multi-layered issue, one of the most effective and simple things both a company and consumer can do to lead a more eco-conscious lifestyle is to always choose quality over quantity.
This September sees the return of Aubin, a British heritage-inspired brand that will be a familiar name to many. Erstwhile known as Aubin & Wills, and originally launched as a sister brand to ubiquitous ‘university outfitters’ Jack Wills in 2008, Aubin is back after a nine-year hiatus with classic style and an anti-fast fashion ethos at the forefront.
When the brand first launched, it did so with the tagline “Modern British design, inspired by the past, living in the present”. In this sense, very little about Aubin has changed in nearly a decade, as this way of thinking remains. Debuting with a stellar autumn/winter campaign this September, Aubin clothing is eminently practical yet enduringly stylish. The company works with the very best manufacturers in their field, whether it be sourcing top quality organic cotton from Portugal or working with British producers to weave the finest wool, Aubin prides itself on having established relationships with the world’s leading craftsmen.
This means that Aubin clothing is the kind of reliable wardrobe staple that won’t fall in or out of fashion and will, with love and care, last for many years. Think cosy chunky knits for chilly winter walks, a contemporary take on a classic Oxford button-down shirt made from organic cotton, or the statement Union Wax jacket made from hardy British Millerain fabric.
Another key piece for the new season is the Lysaghts wool shirt, a modern interpretation of a traditional North Lincolnshire steel worker shirt, designed for the transitional autumn/winter season and to be worn again and again.
These pieces evoke a traditional and quintessentially British sense of style, but designed for the modern man. Through Aubin’s “better is greater” philosophy, every item champions quality fabric and design, with no concern for passing trends or seasonal fads.
The autumn/winter collection will be available to buy online when the new website launches on 7 September, which coincides with the opening of a brand-new store in the Newburgh Quarter of London’s iconic Carnaby Street.
‘Aubin has always been rooted in slow fashion, but it was first launched at the peak of the fast fashion revolution that changed the market totally,’ explains Aubin founder Peter Williams on the reimagining of his brand. ‘Fast-forward to today and consumers are becoming increasingly aware of the environmental consequences of their shopping habits and our core principle of “Better is greater than more” now resonates with a far wider audience.’