ONLY & SONS

THE BRAND
We believe that contemporary fashion can be full of character, impeccably crafted and highly profitable. Now more than ever, the flow of information is limitless, trends shift overnight and consequently the demand for fast fashion is rapidly increasing. As a result, consumers get more and more selective in their search for ways to express their individuality. This creates a paradox – fashion needs to both be original and on trend. To successfully merge untamed creativity with commercial understanding isn’t easy, but we are pretty sure we’ve nailed it.

THE DESIGN
We are inspired by creative environments like modern metropoles where urban subcultures thrive and inventive originals innovate and influence the world around them – simply by being themselves. Often, their unconventional take on/approach to both life and fashion becomes a source of inspiration, and this is exactly where our design originates from – the basic process of a unique idea becoming a trend. It is a rather diverse concept, we know, but it is nevertheless why ONLY & SONS’ collections range wide. From timeless and classic to eccentric and challenging, our styles are varied in look and feel, but always uncomplicated and seamlessly crafted.

THE CONSUMER
We know the guy who wears our clothes – he is both the inspiration and the consumer of ONLY & SONS. He moves freely through life - both literally and figuratively - making his own rules and living life not according to the rules of others but as he thinks it should be done. He is a modern day archetype with an innate laid-back coolness, who appreciates honesty and isn’t tied down by conventions. He believes the original springs from the yet unknown and is intrigued by fashion but doesn’t spend too much time dwelling on creating the perfect look – it just happens.