The Spring Lookbook

There’s almost too much lore to be found on the streets of San Francisco. From Eric Burdon’s Warm San Francisco Nights to Steve McQueen driving a Ford Mustang through its hilly streets in Bullitt, SF has been romanticised almost since the day it was founded as a gold rush boom town in the 1840s.

Since then it's been home to Beat poets and hippies, it’s gone from countercultural epicentre to tech utopia. It’s the home of jeans, sourdough bread, the place they invented Chinatown, the end of the American frontier, where the sun sets.

We spent a few days in San Francisco this Spring to shoot our latest collection, finding inspiration from the city’s beautiful vistas, the buzz of its history and the constantly changing Northern California weather, from blue skies to thick fogs.

These clothes are designed to live up to such a mythological backdrop, to look good in it, to be practical within it. So a Utility Vest has enough pockets to store whatever you need for a day in the city, while a Hiking Jacket is equally useful for a day trip to Mount Tamalpais or just navigating Lombard Street. Games Suiting this season is led by the drama of a dark Madras check, and a black seersucker, both perfect for warm city evenings that require a bit more formality.

A Striped Raglan Chore, constructed from an indigo-stripe denim, woven and dyed in Japan, and a Gabardine Barn Jacket, will be faithful companions in both town and country, and draw on the legacy of American workwear that built the city. While a Double Breasted Chore in French blue nods to the city’s artistic history.

Some cities you visit. Some you dress for.