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James Small’s new brand À Couvert to launch exclusively in Flannels

Tom Bottomley
19 August 2021

Menswear designer James Small is launching a new luxury military-inspired brand called À Couvert exclusively in Flannels in mid-September, with a heavy focus on made in England outerwear.

Photographed by Rankin, the À Couvert AW21 collection has been shot on artists and music producers Skream and Route 94, as well as actors Warren Brown and Jonas Armstrong.

Following its AW21 Flannels debut, À Couvert will be available on the brand’s own website from 7 October, and other wholesale partners are very much part of the plan going forward.

Small’s sharp and distinctive designs are focused on modern takes on classic military cuts to create “a series of timeless investment pieces”.

Small said: “All of our limited-edition coats are hand made in England, using premium fabrics from mills that are internationally renowned and respected. The exceptional quality of the construction and materials generate a premium product with maximum emphasis on durability, design and detail.

These re-engineered contemporary versions of traditional military technical coats create the silhouettes of heroes from a time gone by for the modern wearer. Our coats are for the gentleman, not the everyman, for the bold and the brave, the radical and rebellious.”

Using complex, luxury materials, the collection represents the fine craftsmanship and rich textile history of England, as AW21 largely consists of carefully curated pieces produced and manufactured in Manchester.

Key pieces include an oversized fishtail parka made with British Millerain bonded cotton with shearling-lined pockets, a Nylon padded trench coat, Nylon cargo trousers and technical Ventile waterproof trousers with Olmetex Nylon lining. There’s also a cashmere knitwear range of the finest quality, produced in Scotland.

Small’s road to success as a menswear designer started after graduating from the London College of Fashion in 2001 with his self-titled menswear label. His talent was recognised early at London Fashion Week where he was awarded ‘Next Generation’ by the British Fashion Council.

Previously Head Designer for Kim Jones, Small’s rich portfolio of designer collaborations with luxury fashion houses includes working with Hugo Boss, Mulberry and Comme des Garçons, and his new À Couvert brand is sure to turn heads.

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