Even though I like this approach too, what I appreciate about Brut is precisely that it’s not the Real McCoy’s or a 1:1 replica of the real deal. I’m looking at Brut for their take on something in today’s aesthetic, not for the best reproduction of a vintage garment.
You’re right, their price obviously includes their branding and there might be better brands quality-wise out there. That said, owning a few Brut products (including the Shetland sweater haha), I’m happy with how they hold up over time to be honest!
However, most cool Japanese brands pay homage to or draw inspiration from vintage styles.
I'm thinking of the best known at the moment, A.Presse, but also brands that have been distributed in Europe for longer, such as Orslow and Sage de Crêt, more recent high-end labels such as Auberge and Niceness, the likeable Kaptain Sunshine, the less expensive Ordinary Fits and Ciota, and even a brand like Cantate can launch into pure homage, its stupid shaggy cardigan is a direct reference to Kurt Cobain's cardigan, luxury version (paradoxical, I know).
Since many of these brands are available in Europe, I don't really see the point in giving your money to a company with dubious communication practices like Brut, which, I would remind you, has long been very unclear about what it sells as vintage and non-vintage in its stores, and which is still not at all transparent about its sourcing and supply, etc.
Part of me really agrees with all of that, but I guess it’s just a matter of taste? Like, even knowing that there are more legit brands, I still like their designs. Thanks for all the recs, got a lot to check!
As an apparel designer, this really resonates. Archiving isn’t nostalgia, it’s a working tool. Having the physical garment in hand reveals construction logic, tolerances, and decision-making that no image ever could!!
At this point, this is a chinese brand : almost everything is Made in China.
Who wants a shetland sweater made of chinese wool made in china ? What’s shetland about it ?
Lots of chinese brands offer a better quality for a lower price in the repro / hommage / archive universe. Think Bronson MFG.
Lots of japanese brands offer a way way way better product for a little more money. Think The Real McCoy.
Brut is good at marketing, at photography, at visual merchandising. The products are subpar.
Even though I like this approach too, what I appreciate about Brut is precisely that it’s not the Real McCoy’s or a 1:1 replica of the real deal. I’m looking at Brut for their take on something in today’s aesthetic, not for the best reproduction of a vintage garment.
You’re right, their price obviously includes their branding and there might be better brands quality-wise out there. That said, owning a few Brut products (including the Shetland sweater haha), I’m happy with how they hold up over time to be honest!
Appreciate the thoughtful comment though, thanks.
Yes, TRMC is pure reproduction.
However, most cool Japanese brands pay homage to or draw inspiration from vintage styles.
I'm thinking of the best known at the moment, A.Presse, but also brands that have been distributed in Europe for longer, such as Orslow and Sage de Crêt, more recent high-end labels such as Auberge and Niceness, the likeable Kaptain Sunshine, the less expensive Ordinary Fits and Ciota, and even a brand like Cantate can launch into pure homage, its stupid shaggy cardigan is a direct reference to Kurt Cobain's cardigan, luxury version (paradoxical, I know).
Since many of these brands are available in Europe, I don't really see the point in giving your money to a company with dubious communication practices like Brut, which, I would remind you, has long been very unclear about what it sells as vintage and non-vintage in its stores, and which is still not at all transparent about its sourcing and supply, etc.
Part of me really agrees with all of that, but I guess it’s just a matter of taste? Like, even knowing that there are more legit brands, I still like their designs. Thanks for all the recs, got a lot to check!
As an apparel designer, this really resonates. Archiving isn’t nostalgia, it’s a working tool. Having the physical garment in hand reveals construction logic, tolerances, and decision-making that no image ever could!!
I can imagine how different it must be when designing clothes. Thanks for the perspective!
Niiiiice. Love these guys. I have a horse head cardigan from Brut and get compliments on it allll the time.
Haha love that for you, this cardigan is cool for sure. I like the ones they did for the NYC capsule too.