Self Clothing's eshop has been given a completely new twist, with full design overhaul, new product and a video to highlight the Spring/Summer 2010 collection (shot by Joost Vanderberg and styled by Way Perry).

When Self launched exclusively through Top Man in 2006, it rapidly became its best-selling label. And with good reason: Mixing a mod mood for streamlined shapes with a workwear sensibility, Self captures the essence of modern casual menswear: functionality with freshness, simplicity with detail.

Self’s 40-piece collection comprises those updated classics that should be easy to find and yet rarely are. And, as the label’s name perhaps suggests, all without the hype of branding. “we’re not into branding“ says co-founder Mark Budd. “The clothing needs to stand or fall on its own merits. Besides, it‘s good to be a bit undercover isn‘t it?”

Certainly high standards at a good price is a mantra for Self - with knitwear from 40, shirts from 39, jackets from 49 , quality and value made possible by the fact that the label manufactures its own products. This also allows the brand to move faster and keep closer to trends. And from this April the label will be reaching out to a wider audience through the re-birth of its e-commerce site

Self is the work of duo Mark Budd and Andy Chu, who, small wonder, between them have an impressive fashion pedigree. Budd, Self’s London-based managing director, has worked with Maharishi and Belstaff before launching British new wave menswear label And I to critical acclaim in 2004. Chu, Self’s Hong Kong-based designer, trained at London’s Central St.Martins and with Stella McCartney before designing fabric for the likes of The Gap and Ralph Lauren.


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