Автор: karymsakov_qq4zn395

From Scandinavian classics and performance luxury, these are five menswear brands shaping how men will dress in 2026. 

The menswear world has often been touted for its slow pace, favoring more timeless silhouettes, traditional and artisanal techniques, and less trend-led collections over womenswear. 

But the sheer number of catwalk shows – let alone the 750 stalls at trade fair Pitti Uomo – undertaken across Milan and Paris last month proves that the menswear industry is a bustling one, and shouldn’t be dismissed as any less buzzy.

While new brands may spring up all the more regularly in the sister sector, new collaborations, pop-ups, and brand expansions mean there’s plenty of reason to keep your eyes on what’s happening in menswear. On that note, find the five brands we’re watching this year for good reason.

Rubato

Since launching in 2018, Rubato has quickly established itself as the brand to shop for Ivy League designs instilled with Scandi sensibility. The founders, Oliver Dannefalk and Carl Pers, take inspiration from 1920s to 1960s workwear for their refined, timeless collections, which are gaining momentum outside of the brand’s Swedish homeland via pop-ups in London and New York. 

Unfortunately for the menswear heads who like to gatekeep, the brand’s growth in international retail guarantees plenty more fans. Quality and desirability are confirmed when trying their products for the first time; lambs wool crewnecks or classic cut chinos are the type of garments you’ll become addicted to wearing. 

Auralee

Despite a decade in business, only in the last few years has Auralee started to hit the mainstream – and by mainstream, I mean the style crowd that elevates IYKYK brands into international successes. 

Now, Auralee is one of the star events on the Paris Fashion Week calendar, as season after season, founder Ryota Iwai presents unpretentious clothes in a variety of wondrous pastel hues. Luxury retailers immediately put in their orders, and critics continue to marvel at Iwai’s talent for making simple pieces feel special. Such demand has seen Auralee partner with New Balance, Tekla, and Kith on sell-out collaborations. I suspect the brand’s popularity will be that of The Row within womenswear, garnering a cult-like following.  

Derrick

While you still could describe this brand as fledging, its traction is growing. The founder, Luke Derrick, graduated from Central Saint Martins in 2021, and has become a name on the London Fashion Week scene for his contemporary, practical, and utilitarian approach to tailoring. 

Despite training at the likes of Brioni, Dunhill, and Savile Row institutions, his suits have taken a gorpcore direction, designed for the man who wants to dress smartly but without too many traditional connotations. Celebrity fans come in the likes of Tom Hiddleston, Benedict Cumberbatch, and Matthew Goode.

Ghiaia Cashmere 

Sometimes, knitwear brands can feel a bit antiquated, as if their focus on exquisite craft has stopped them from remembering that they’re marking pieces for a contemporary shopper. That’s certainly not the case for Ghiaia. While pieces are still made in a family-run facility in Italy, Ghiaia knits have a touch of Californian flair. 

Davide Baroncini founded the brand in 2019, and it’s now stocked at luxury retailers like Mr Porter, has its own bricks and mortar store in San Marino, California, and has been endorsed by celebrities like Kevin Costner. The brand has expanded to present a full ready-to-wear offering, including cashmere blazers, suede hiking boots, and cotton sweatshirts.

Sease

In 2019, Franco and Giacomo Loro Piana decided to start a lifestyle brand that would combine the luxurious quality synonymous with their surname, with performance pieces made for the slopes and sea. 

Seven years later, and the brand is expanding into new sports. Last year, they unveiled a tennis-centred capsule at Milan Fashion Week, and last December, the brand was ​​the main sponsor of Automobili Amos at the historic East African Safari Rally race. That exploration of activities has naturally influenced the garments, too. Looks that were originally ski or sailing-inspired now also take notes from pieces worn on the courts and tracks. 

Travel experts at Plan-it Morocco and Wix Squared came together to create this one-of-a-kind offer on The Vault. Travel experts at Plan-it Morocco and Wix Squared came together to create this one-of-a-kind offer on The Vault.

Not in a sinister way though. Not in a sinister way though.

From exclusive terminals to upgraded crew amenities, Flexjet and other companies are reshaping their offerings From exclusive terminals to upgraded crew amenities, Flexjet and other companies are reshaping their offerings

No longer the least glamorous part of our plate, fiber has had a glow-up. We dissect the rituals of the fiber-forward using it to subtly transform their lives. 

This decade, fiber dethroned protein as the most talked about food group, shedding its unsexy reputation to spark viral movements and form sophisticated supplement formulas for the lifestyle vanguard. But while such competitive connotations of diets can be dangerous (bottom line: balance is still best), there’s good reason fiber’s rapidly becoming the center of wellness science. Influencing central longevity markers, fiber acts as a key regulator of gut, metabolic, hormonal, and brain health.

“Fermented by gut microbes, fiber produces short-chain fatty acids that strengthen the gut lining, reduce inflammation, and support immune and brain signaling through the gut–brain axis,” explains nutritional therapist and founder of GP Nutrition Gabriela Peacock. “By slowing digestion and glucose absorption, fiber stabilizes blood sugar, enhancing satiety, supporting weight management, and reducing metabolic stress. It also aids hormonal balance by improving estrogen clearance and insulin sensitivity, with visible benefits for skin health.”

That’s not all. “Over time, higher and more diverse fiber intake is consistently linked to lower inflammation, reduced disease risk, and improved longevity,” she continues, “positioning fiber as a foundational nutrient that influences multiple systems at once”. The only problem, typically, is that most of us aren’t getting enough. 

In the U.S., the recommended goal is to eat at least 25-to-30g of fiber per day, but the average daily intake is ~15g, which is roughly half. Furthermore, that stat may be lower for the increasing number of GLP-1 users, considering their reduced appetite and caloric cutback (somewhat ironic, given how fiber has been marketed as ‘nature’s Ozempic’). 

But before we all start ‘fibermaxxing’ like health influencers – building meals around fruits, veg, legumes, wholegrains, nuts, and seeds, and supplementing with inulin and psyllium to reach an even higher intake – be mindful that shock outperforms nuance online. 

“Although most people would benefit from eating more fiber, I’m not a fan of ‘fibermaxxing’,” Maeve Hanan, Registered Dietitian and Founder of Dietetically Speaking tells us of the trend. “Rapidly increasing fiber intake, or consuming excessive amounts, can lead to digestive symptoms such as bloating, gas, cramps, or constipation, particularly if fluid intake is inadequate,” she explains.

Overloading on fiber can also displace other important nutrients, she adds, and using high-fiber foods purely to bulk meals and restrict calories is a recognized disordered eating behaviour. “If fiber intake becomes something to obsessively track or optimize, it risks doing more harm than good and can negatively affect your relationship with food.”

Both experts highlight some rituals of the fiber-forward as sensible ways to reach goals without getting carried away. Firstly, centering meals around a variety of plant foods (“different plants provide different types of fiber” confirms Hanan), and finding ways to make any meal or snack more fiber-rich, by opting for wholegrain versions of breads, pastas, and rice, and regularly adding in mixed nuts and seeds.

Secondly, Peacock says to front-load fiber earlier in the day. “This supports better blood glucose control because insulin sensitivity is higher and fiber slows carbohydrate absorption,” she explains. Also, “fiber is better tolerated earlier when gut motility is higher, supporting digestive comfort and regularity”. Aligning these habits with good hydration and daily movement helps fiber do its job effectively, the experts concur. 

Graduating beyond the basics, the future of fiber will be more personalized and precise, Peacock notes, displacing one-size-fits-all recommendations. “As microbiome science advances, we’re likely to see fiber matched to individual gut profiles, alongside the development of targeted or ‘designer’ fibers intended to support specific metabolic or inflammatory outcomes.” Importantly, this will complement rather than replace whole foods, she adds, “shifting the focus from fiber quantity to fiber intelligence”. 

Hanan agrees, noting how rapid expansion of research into fiber and the gut microbiome will continue, “particularly around how different fibers interact with different microbial profiles”. However, while personalized nutrition based on gut testing is likely to become more visible and heavily marketed, “it isn’t yet a reliable or robust tool for making health recommendations with confidence,” the dietician says. 

Meanwhile, expect to see more fiber-enriched products on the market (increasingly speaking to different types of fiber – such as resistant starches or beta-glucans), but beware of the bandwagon. “While innovation is exciting, the core message is unlikely to change,” continues Hanan. “Most people will benefit most from increasing fiber through a diverse range of whole plant foods rather than relying on supplements or highly engineered products,” she emphasizes. Food for thought. 

Infinity gives its members access to a private exchange for booking stays in each other’s second (third and fourth) residences that are valued at $5 million or more. Infinity gives its members access to a private exchange for booking stays in each other’s second (third and fourth) residences that are valued at $5 million or more.

The whisky is rolling out globally now, and will come to the U.S. later this year. The whisky is rolling out globally now, and will come to the U.S. later this year.

Businessman and real estate aficionado Ron Burkle paid $13.5 million for the 1920s Tudor-style cottage, which was previously owned by the late “Mayor of Malibu,” Carol Moss. Businessman and real estate aficionado Ron Burkle paid $13.5 million for the 1920s Tudor-style cottage, which was previously owned by the late “Mayor of Malibu,” Carol Moss.

Krigler’s new limited edition, Lovely Patchouli 55 Extrait, ups the ante on the first lady’s signature scent. Krigler’s new limited edition, Lovely Patchouli 55 Extrait, ups the ante on the first lady’s signature scent.

Built from 1958 through 1967, and now also available as continuations, the British marque’s convertibles are esteemed by those in the know. Built from 1958 through 1967, and now also available as continuations, the British marque’s convertibles are esteemed by those in the know.