The labels to know

There’s something bubbling away in menswear at House of Fraser. Four new brands have come onto the scene. From East London cool to Scandi design, each will give your wardrobe a sartorial shake-up. Stay ahead of the curve and read up on the brands just launched at House of Fraser. You heard it here first…



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Hugo


HUGO

Progressive and fashion forward, HUGO was created by HUGO BOSS for men who want to follow their own style rules. Think statement pieces like the matchstick graphic T-shirt (opposite) and printed shirts, sitting alongside logo sweatshirts and on-trend bombers.

“Express yourself in fashion for the non-conformist”

The Spring/Summer 2018 collection features painterly prints and hand-written motifs, while the HUGO logo has also been reworked; flipped sideways, for example, down the side of tees.


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Libertine-Libertine


Libertine-Libertine

From binge-worthy crime series to sleek interiors, we can’t get enough of what Denmark has to offer. Libertine-Libertine is a case in point. Founded in 2009 in Copenhagen, the brand is a by-word for effortless cool.

“Your shortcut to Scandi style”

You'll find printed shirts alongside understated button-downs, and shorts, tees and jackets with a refined Scandi vibe. Both simple and sophisticated, the staple pieces will slot seamlessly into your wardrobe.But there’s also scope to be daring and layer stripes with florals and tropical prints with hand-drawn patterns.


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Love Moschino


Love Moschino

Love Moschino is the diffusion line of heritage Italian fashion house, Moschino. The house was founded in 1983 and quickly became known for its debate-sparking collections and fashion mixed with social commentary.

“Have fun with your look”

Today – under the helm of Jeremy Scott – the brand maintains its irreverent, bold and confident spirit. Expect standout slogan tees and must-have sweatshirts from the range.


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Hymn


HYMN

Born out of a desire to combine the age-old values of craftsmanship with influences from culture today, HYMN makes contemporary, effortlessly cool menswear. Designed in London, careful attention to detail is given to every garment.

“Infuse your looks with East London vibes”

The Spring/Summer 2018 collection takes its inspiration from escapism, translating as nods to travel and this season’s key piece, the Hawaiian shirt. You’ll wonder how you ever got dressed without this brand.


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