&SONS makes strategic move into wholesale
British menswear and lifestyle label &SONS has entered the wholesale market for the first time, unveiling its autumn/winter 2025 collection to prospective retail partners.
The move marks a significant new chapter for the direct-to-consumer brand, which has built a loyal following through e-commerce and its flagship stores in Cheltenham and London.
Available to order now, the AW25 collection showcases &SONS’ signature hero categories, including accessories, jersey, wovens, trousers and outerwear, with wholesale prices ranging from £12 to £400.
"Our stores have shown us something simple but important - when people see &SONS garments in person, they get it," said &SONS’ co-owner and CMO, James Cowdale.
"They feel the quality, the detail, and the story behind each piece, and they connect with it. We want more people to have that experience of the brand, and wholesale gives us the chance to do that - but only with the right partners. We're not looking to flood the market. We're building a small, trusted network of retailers who truly understand the &SONS ethos and what that represents. That connection is just as important as the garments themselves," he added.
&SONS was founded in 2016 by photographer Phil James. The brand was born out of James’ frustration at not being able to find high-quality, heritage-style menswear. Inspired by vintage workwear, craftsmanship and classic Americana, &SONS was created to serve what the brand calls the 'Forgotten Middle' - style-conscious men in their 40s to 60s who are often overlooked by mainstream fashion. The goal was to craft durable, story-rich clothing that reflects authenticity, creativity, and substance.
The wholesale rollout is being supported by sales agency Cocoon Partners, with co-founders Chris Dent and Rob Sewell overseeing the launch. Known for representing leading heritage and lifestyle brands such as Red Wing Heritage and Filson, Cocoon brings extensive industry experience to &SONS’ expansion.
