À Couvert, a new luxury men’s outerwear brand, is preparing to launch next month, exclusively at Frasers Group’s Flannels chain. This brand, created by renowned designer James Small, seeks to celebrate heritage and rebellion with a modern and disruptive twist. Drawing inspiration from classic military cuts, À Couvert incorporates advanced technical fabrics and traditional materials to create investment pieces that seamlessly blend a casual approach with a tailoring sensibility.

What sets À Couvert apart from fast fashion is its commitment to quality and exclusivity. Each piece in the line is produced in limited editions and handcrafted in Manchester, England, ensuring meticulous attention to detail and unparalleled craftsmanship. Only premium fabrics from internationally renowned mills are used, reflecting the brand’s dedication to exceptional construction and materials. As a result, prices for the collection range from £600 to £1,800, further highlighting the brand’s commitment to excellence.

James Small describes the collection as a contemporary reinterpretation of traditional military technical coats, paying homage to the spirit of heroes from the past. The À Couvert brand is designed for individuals who embrace boldness, bravery, radicalism, and rebellion.

Small, himself a graduate of the London College of Fashion, boasts an impressive career in the fashion industry. Alongside his own menswear label, he has served as Head Designer for Kim Jones and collaborated with prestigious brands including Hugo Boss, Mulberry, and Comme Des Garçons. For the launch of À Couvert, Small has joined forces with the renowned photographer Rankin, who has captured the brand’s supporting imagery. The campaign features a talented cast of artists, including music producers Skream and Route 94, as well as actors Warren Brown and Jonas Armstrong.

The introduction of À Couvert brings a refreshing and thrilling addition to the world of luxury men’s outerwear. With its emphasis on craftsmanship, quality materials, and unique design, the brand aims to offer timeless and aspirational pieces for the discerning gentleman. The exclusive launch at Flannels sets the stage for À Couvert to make its mark in the fashion industry and captivate the attention of style-conscious individuals seeking a perfect blend of heritage and contemporary rebellion.

1. À Couvert Official Website
2. Flannels Website