9 of the best Australian men’s fashion brands
There’s more to us than Blundstones and Akubras.
Australian masculinity has a reputation that precedes it. Here, men are stoic, salt-of-the-earth types who prefer to play it safe when it comes to getting dressed up. Or so the stereotype goes. But societies evolve (faster than stereotypes) and in 2020, thanks to the increased exposure (and normalisation) of stylish men on social media platforms like Instagram, there’s a growing number of Australian guys with a healthy interest in fashion.
When it comes to shopping, though, we tend to be creatures of habit. We love to buy from the big international names we know. But there’s a contingent of homegrown menswear brands that are designing clothes for the climate we live in and the lifestyles we live. Some specialise in relaxed suiting while others hold their own on the global streetwear scene. Each is helping shape a fresh, modern aesthetic for a new generation of Australian men, one that doesn’t lean too much on fair dinkum tropes or pander to a global audience (though naturally, international shoppers can’t get enough).
From the tailors to the trailblazers, here are nine Australian menswear brands influencing the way we dress right now.
THE NEW CLASSICS
Commas
Known for its seductive silk shirts that ooze vacation-ready vibes, this Sydney brand is sold by some of the world’s biggest online retailers — Matchesfashion.com, Mytheresa and most recently the Canada-based SSENSE among them. Just this year, it was named Vogue Hommes’ number one men’s swimwear brand. Yet somehow, Commas has kept a lower profile in its home city, where founder and designer Richard Jarman lives.
In February, Jarman told GQ Australia that “in order [for Commas] to be understood”, he chose to focus on the international market first. Now, the young designer is turning his attention to building more of a presence Down Under. Given that Commas is inspired by Sydney’s laid-back coastal lifestyle, we’re positive it’ll bode well.
Christian Kimber
Born in the UK, designer Christian Kimber is a master of that effortless-cool look many aspire to. His perfectly tailored pants and pared-back sneakers (made from recycled rubber, no less) feel right at home among Melbourne’s cafe and arts scene, where the designer now lives and works, and where his namesake brand has cultivated an enviable following of intelligent guys with discerning style.
A trip to the city isn’t complete without visiting Kimber’s Fitzroy boutique, where the designer will make you coffee and happily chat about the in’s and out’s of menswear until the clock hits closing time.
P. Johnson
Patrick Johnson apprenticed on Jermyn Street (London’s ‘other’ Savile Row). But his approach to tailoring shakes the haughtiness out of technique and tradition, infusing it with a sense of laid-back luxury the P. Johnson brand has become so well known for.
With showrooms in Sydney, Melbourne, London and New York, Johnson’s trademarks — soft linen suits, handsome cable-knit sweaters and striped shirts finished with mother of pearl buttons — might be made for the Australian lifestyle. But they resonate with the world.
THE DIRECTION-SETTERS
Song for the Mute
Run out of a nondescript showroom in Glebe, Song for the Mute’s cult following and unique, eclectic aesthetic leads many to think the brand emanates from a global fashion capital, like Paris or even Japan.
But for 10 years, designer Lyna Ty and director Melvin Tanaya have been steadily building the brand into the phenomenon it is today; its artisanal approach to contemporary aesthetics and silhouettes mean the brand evades being singled out as a ‘luxury label’ or ‘streetwear brand’. Ask one of its fans, and they’ll tell you that’s what makes Song for the Mute so different, and so cool.
Templa Projects
The adventure-ready, outdoorsy aesthetic has forged a whole new category of menswear in recent years, and Templa Projects is one of the brands leading the push toward more functional fashion on a global stage. Not only is it an Australian brand, but Templa has been behind some of the most enviable collaborations to come from fashion in recent years. Its recent partnership with Raf Simons (formerly of Dior and Calvin Klein, currently co-creative director of Prada) is one such example.
Chris Ran Lin
Knitwear and sportswear don’t typically go together, which is what makes independent Melbourne designer Chris Ran Lin’s work so impressive. His suits are directional but not to an extent that’ll intimidate the wearer, and while his chunky, colourful knits are always a standout, his performance-inspired accessories and outerwear are also unapologetically exciting. He might be small, but Chris Ran Lin is what you might call ‘one to watch’.
THE EVERYDAY OUTFITTERS
Double Rainbouu
It transformed the Hawaiian shirt into a fashion item. But just like its fans, Double Rainbouu has gotten a little more grown-up — today, the Sydney-based brand proffers Western-style shirts, carpenter-style pants and T-shirts that you can pull on and feel great in.
Of course (and just like its fans) the inclination to have a good time will always be with designers Mikey Nolan and Toby Jones. And so while the brand’s offering has expanded, its floral party shirts will always round out the Double Rainbouu offering.
HoMie
One promising theme to emerge from this tumultuous year has been the increased influence of fashion brand’s with a purpose, and HoMie, a Melbourne-based social enterprise and streetwear label, is a pioneering force in this space. Its collaborations with sportswear giants like Champion sell out instantaneously, as do its ‘Reborn’ collections, which are crafted from fabric that’s been up-cycled.
All proceeds made from clothing sales go towards supporting HoMie’s mission to end youth homelessness in Australia. So you won‘t just look great in their clothes, you’ll feel good, too.
Butter Goods
Beloved by skaters and the skate-adjacent crowd, Butter Goods is one of Australia’s most successful streetwear exports. With quirky fonts and graphics, its T-shirts and caps are hugely popular, yet the brand also does great basics in plain colours. You don’t need to skate well to wear it, but knowing how to kick flip never hurts.