The Lookbook

The Importance of Craft.

Artists and makers are central to our brand, as we tend to agree on the same methods and ethics. Intentionality and longevity are important parts of both Hannah’s and Florian’s practices — a bag maker and ceramist, respectively.

London-based ceramist Florian has been crafting handmade pottery for over a decade, and his work has been exhibited worldwide, including in the USA, Belgium, and Japan. 

Florian wears an orSlow denim chore coat which balances the hardiness of denim with the lightweight feel of linen over our most popular tee, the Merz b. Schwanen 215. He combines these with a pair of FULLCOUNT 'Dartford' 0105 jeans, and Yuketen 'Angler' shoes; the perfect outfit for a busy studio.

Hannah, a craftsperson, actor, and vintage seller in equal measure, has gained an international following for her handmade bags cut from 1950s military kits. The technique repurposes old fabric and makes for some truly one-of-a-kind designs. 

Holding one of her bags, Hannah wears a Warehouse & Co football shirt, an item that changes design each season, Freewheelers & Co jeans that work fantastically on women, and the chunky and instantly recognisable Paraboot 'Reims' loafers.

Across the Generations .

Longtime customer Jason and his son Harrison have been friends of the brand for years, and they were kind enough to join us in London for our lookbook shoot. Many of us here at SON OF A STAG were introduced to this clothing through a parent, so we're hoping to see more of Harrison in the future.⁠

The Team Spirit.

We wouldn’t get far without our team, and we wanted to highlight the diverse set of styles that we see in-store and on-camera. Asking members of the team to choose their own outfits, we saw a wide array of approaches to classic menswear.⁠

Ben has certainly made an impact both in-store and on socials since joining the team. Drawing on his background as a stylist, he has a keen eye for silhouette and colour, something that's evident in this outfit.⁠
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He wears a limited edition Shangri-La tea-core leather type I jacket, a Warehouse & Co 4601 tee, one of Ben’s personal favourite pieces, a pair of Lee Archives hickory stripe trousers from a collection exclusive to SON OF A STAG, and exclusive Sanders loafers for a classic look.⁠

"I like feeling like a piece of clothing could transport me to a different time"

China and Ellie are mainstays at SON OF A STAG, and both have a fantastic sense of style. The duo brings a confidence to classic menswear that shows just how versatile these clothes can be.⁠

The pair wear a mix of denim from some of their favourite brands, including FULLCOUNT, Buzz Rickson's, and ONI, with shoes from Paraboot and Red Wing, representing a collection of names that are tied inextricably to the SON OF A STAG identity.

Carl goes full double denim with a FULLCOUNT work shirt and 'Dartford' jeans, paired with a classic Warehouse & Co tee, and his own Yuketen 'Ischia' loafers.⁠

⁠His work in the industry has seen him travel across the globe, and the style elements he's picked up from some of his adventures shows with this laid back yet classy outfit.

The Next Generation of Expertise.

The strength of heritage clothing lies in the meeting of craftsmanship, history and expertise. There has been a rise in younger people becoming more pro-actively interested in what they wear, how it's made and where in comes from. Sandro and Ken understand this better than most, and share valuable knowledge across the community.

Based in Amsterdam, Sandro represents the younger generation of heritage fans, applying a contemporary spin on classic menswear. He kindly joined us for a look inspired by RRL's iconic layering. ⁠

"I like seeing the fact that clothing has been worn in, or that it tells a story"

Sandro wears a RRL western shirt, an item the brand has become especially known for, over a Buzz Rickson's chambray work shirt, keeping things light while allowing for layering. FULLCOUNT's 1201 combat chinos are the ideal choice for a more vintage-inspired silhouette, and Astorflex loafers and a Shangri-La 'Rodeo' belt make for the ideal adornments.

Ken, who you might have seen in the store or in one of his product breakdowns, wears a Buzz Rickson's C-1 vest, a FULLCOUNT denim shirt, which has been treated to one of this legendary Japanese brand’s meticulous washes, limited edition ONI 822-OLD jeans, and Sander's 'Aldwych' penny loafers. 

With a wardrobe that consistently makes the rest of the team jealous, and as the most stylish on the team according to a few of us, it's no wonder Ken's outfit is the perfect mix of military and more classical menswear.

Over time we have made long standing friends who have their own unique relationships with SON OF A STAG. Whether they began as customers or have been involved with the business, we are grateful to have shared our journey with them for many years.

Working with Red Wing and Filson means Chris knows the ins-and-outs of this business better than anyone, and of course, has seen him pass through the doors of SON OF A STAG more than a few times. ⁠

Chris sports a Filson hunting jacket and graphic tee, as well as a pair of yet unreleased Red Wings, so keep your eyes peeled!

Longtime customer and friend of the brand, Carsten, appreciates clothing that is built to last, which is why his collection of boots, jeans, and jackets keeps growing.

A fan of classic heritage, Carsten wears a Tellason chore coat over a FULLCOUNT work shirt, combining two of the most well-respected denim-producers with RRL jeans in the 'Grandfalls' wash, and a pair of Sanders 'Brit' chukkas.

Jeth is a longtime friend of the brand, and as an ex-shop owner himself, certainly knows how to put an outfit together. 

He wears a Buzz Rickson's tropical combat jacket, a Warehouse & Co stripe tee, YAECA chinos, which are a new addition to the catalogue but one that has been welcomed warmly, and a pair of Paraboot 'Clusaz' for a contemporary look with roots in heritage design.

Over the past few years we have been rapidly expanding, with new faces joining our community all the time. Using their expertise to make careful selections, we had a great time exploring the different facets of heritage clothing with valued core members of our team.

Fred wears a Denime 262 hoodie draped over a Buzz Rickson's chambray shirt, the ideal mix of classic menswear with more casual Ivy, with a pair of Freewheelers & Co shorts to keep things breezy, Danner boots to ensure he's prepared for anything, and a Porter 'Crag' bag, made of a super-resistant canvas, to carry all the essentials.

Itsu keeps things simple with a TOYS McCOY ‘Steve McQueen’ sweatshirt from a line that takes inspiration from some of the actor’s most iconic film outfits, a Warehouse & Co 4601 tee known for its characteristic ‘ghost border’ texture, Freewheelers & Co jeans with fabric that rivals even original examples of midcentury American denim, and a pair of Shoes Like Pottery trainers. ⁠

Owen keeps things light with a FULLCOUNT chore coat, a staple jacket in our selection, Warehouse & Co skivvy tee, which stands as a fantastic and often overlooked alternative of the 4601, classic FULLCOUNT 0105 ecru jeans, and Chamula sandals, handwoven by true Mexican artisans. 

As a theatre actor, Owen brings a flair to everything he wears, which is why these pops of yellow work so well on him.

Finn, our Creative Producer, keeps it understated with a suede Baracuta G9 — a spin on the classic golf jacket that swaps out it’s usual ‘Baracuta Cloth’ with a supple suede — a striped Warehouse & Co tee, limited edition ONI 200-BKOL jeans, artisan-made Visvim boots, and a beautifully patterned Drake's bandana. 

Theo, one of the newer faces in the store, wears a Buzz Rickson's L-2, a Warehouse & Co ringer tee which adds a more relaxed ‘sportswear’ look to the outfit, FULLCOUNT  0105's featuring the now iconic 'Dartford' fade, and a pair of handcrafted and made-to-order Yuketen 'Maine Guide' boots. Ever the actor, Theo throws it back to classic 1950s Hollywood with his choices.

The breadth of taste and styling across the lookbook underscored just how personal every decision around clothing can be, and highlighted the versatility of our core collection. Each person who participated brought their own perspective to the pieces, proving that the same foundations can be worn in entirely different ways.

We would be nowhere without the support of the people around us, which is why it is so important to highlight our peers, celebrate the familiar faces, and remain connected to our local area.