Introduction

When it comes to menswear, there’s one country that continually sets the bar across the board. It’s the (self-declared) founder of culture, modern nonchalance and European cool, as well as the rolled-up cigarette, Breton stripe, va va voom and a certain je ne sais quoi. Unless you’re awaiting a call back from a Jeremy Kyle Show casting agent, you’ll have guessed that today’s nation of focus is France.

Sure, Milan, London and New York all have their own unique charm, but there’s nothing quite like Parisian design. From a classic approach to style that defines elegant simplicity to an almost otherworldly show season, France could indeed be the epicentre of fashion.

Don’t take this the wrong way. We Brits are pretty good at menswear ourselves (bravo chaps, bravo) but crafting the perfect capsule wardrobe requires international influence. We’ve previously covered the United States, Spain, Japan, Denmark and Sweden in our ‘Five Menswear Brands You Should Know’ series, but now let’s give our cousins across the channel some well-deserved recognition…

1. The Kooples

A stalwart of upper high street style, The Kooples was founded upon a legacy of fashion prestige. Brothers Alexandre, Laurent and Raphael started the label after being inspired by their parents – none other than Tony and Georgette Elicha of Comptoir des Cotonniers, a French womenswear brand that pioneered affordable luxury.

Known for using ‘real life’ couples within all their campaign imagery, The Kooples is founded on an androgynous, unisex way of dressing. Simple cuts, perfect fits and essential pieces that will be borrowed/stolen by your partner (female or male), helps keep your wardrobe classic yet versatile. The majority of garments are also designed to outlast seasonal trends, with overt statements and novelty details few and far between.