Autumn signals a new season and along with that, new beginnings. Embracing this wholeheartedly is Carnaby Street’s newest resident, Aubin, which opens it doors on Tuesday 7 September, although it’s a name many will be familiar with.

Erstwhile known as Aubin & Wills, the British heritage-inspired brand was originally established as a sister label to the ubiquitous ‘university outfitters’ Jack Wills in 2008. Now, after a nine-year absence, Aubin is back with its new store, website and inaugural autumn winter collection, championing slow-made fashion, authenticity and longevity underpinned by the ethos that ‘better is greater than more.’

To celebrate the launch, Aubin has transformed the White Horse pub in Carnaby Street into the ‘Aubin Arms’ for a two-week pop-up. Encouraging people to revel in friendship and camaraderie with traditional pub games, quizzes and food, the Aubin Arms will even host a Soho Radio Takeover on Wednesday 15 September, including a performance by singer-songwriter Joel Culpepper and DJ set from Primal Scream. Anyone can swing by the Aubin Arms for a pint and a catch-up with friends, but customers who buy something in the Aubin store will receive a ‘drink on us’ voucher to be redeemed at the pub.

Sustainability is a key component of the new age of Aubin, and the brand takes a firm anti-fast fashion stance by promoting high quality, beautifully made products designed to last. From the new collection, expect such wardrobe staples as a Lysaghts wool shirt, inspired by a traditional North Lincolnshire steel worker shirt, and the stylish yet practical union wax jacket, made from hardy British Millerain fabric. To ensure quality and longevity in every piece, Aubin works with the best manufacturers in the field. This includes sourcing top quality organic cotton from Portugal and working with British producers to weave premium wool.

The standalone store is located at 15 Newburgh Street in Carnaby’s Newburgh Quarter, and the collection will also be available at John Lewis online and selected stores. To be in with the chance of winning an exclusive space at the event, email aubin@wcommunications.co.uk and visit their social pages where they will be giving away drinks tabs throughout the duration of the pop-up.

aubinandwills.com