Orlebar Brown Dives Deeper Into Life-style With Spring 2026 Assortment

LONDON — Orlebar Brown’s prospects could spend their days swanning round glamorous resorts, sipping aperitivi on Capri or dipping into the azure waters of the Aegean, however the model itself has been working exhausting, and preventing for its share in a tough luxurious market.

Revenue on the Chanel-owned model has been rising 20 p.c year-on-year, and extra retailer openings and collaborations are deliberate for the subsequent six months. But these outcomes have been hard-won.  

The model returned to Pitti Uomo final June, and attended the Italian truthful once more earlier this month to showcase the breadth of its provide, and to drive residence its positioning as a “tailoring and resort” model that makes good, off-duty garments for the worldwide traveler.

The spring assortment, which lands in-store on Sunday, displays that straightforward way of life and flexibility. There are colourful knits, stripes, seersucker materials, jackets with bohemian aptitude and a lineup of light-touch tailor-made items.

The model has additionally launched relaxed, draw wire swim shorts which are obtainable in three lengths. The latter are supposed to be an off-the-cuff counterpart to Orlebar Brown’s unique tailor-made Bulldog trunks.

The accompanying marketing campaign was photographed in Majorca by Jason Hetherington.

Trevor Hardy, Orlebar Brown’s chief advertising and marketing officer, stated the temper of the gathering displays the “noise, spectacle, novelty and adventure of the fairground,” whereas the staff selected Majorca for its “transportive, outdoorsy” and hot-weather really feel.

While there could also be numerous photographs poolside, and by the ocean, Hardy emphasised that Orlebar Brown’s provide is just 25 to 30 p.c swimwear, regardless of it having made its title with the flat-front, fitted Bulldog trunks.

“Although we were founded as a swimwear brand, our direction of travel is much more in the ready-to-wear world, and our biggest growth categories are trousers and shirts,” stated Hardy.

“Our aim is to dress men for the good life — not just for the beach or the pool — but for all manner of off-duty living, whether it’s weekends or holidays away,” he added.

Establishing credibility within the ready-to-wear area hasn’t at all times been straightforward, however Chanel is behind the model each step of the way in which, Hardy stated.

“The beauty of Chanel is that they’re generational thinkers. It’s not just ‘How are we doing this year?’ but about going on a five-year journey to establish the credibility and permission to sell cashmere, merino, fine knitwear and and tailoring. We’ve certainly got the customer for it, and we’re really excited about the growth from those categories over the next couple of years,” he added.

Orlebar Brown, which has greater than 40 direct shops and 250 third-party places worldwide, has an bold retail rollout program.

It lately opened in Monaco and plans to plant its flag at Brentwood Country Mart in Los Angeles and enlarge its unit in SoHo, New York, which is able to reopen in April.

It plans to open a retailer in Majorca, an extra one in Ibiza, and its first unit in Capri. He stated the model had been searching for the perfect location in Capri for no less than 10 years.

It can be increasing into multibrand shops at resorts and resorts together with Raffles, Mandarin Oriental and One&Only Resorts.

He stated the technique for the shop openings is to observe the client on vacation. Orlebar Brown, he added, doesn’t need to develop into a standard menswear model, or gown anybody for the workplace or formal events.

“The origins of the company were swim shorts designed in the style of a man’s tailored trouser, and that fusion of tailoring and resort is something we want to retain. But we don’t want to be doing clothes you go to work in,” he stated.

“We want to fuse the language of Savile Row and Jermyn Street with craft and the essence of holiday. That’s going to be our zone,” he added.

Orlebar Brown’s journey hasn’t at all times been clean. Under Chanel, it discovered early success with knitwear and polos, however outerwear flopped. “It didn’t get a good reception, so we retreated back into more ‘transitional’ wardrobing,” stated Hardy.

The model has an ongoing partnership with the James Bond movie franchise, now owned by Amazon, and is creating digital and bodily merchandise for a online game that’s set to be launched in May in regards to the Bond “origin story.”

Hardy stated James Bond loomed giant on founder Adam Brown’s unique temper board, “so it’s been part of the brand since its founding, and we do have a cohort of customers who love everything that Bond does. Some of them even feel that they are James Bond,” he stated.