Vidur

Vidur may be the Icelandic word for "wood", but the menswear line (launched by a mysterious, largely anonymous design-focused duo in 2012) is British through and through. It's come to embody the kind of Scandinavian minimalism which has been adorning East End creatives for the last few seasons, and now Vidur is available for purchase internationally. Vidur's design philosophy is to "create garments that are elemental, functional and enduring." Think streamlined structures and solid prints, asymmetry and plays on saturation – the kind of menswear for an outdoorsy nomad who moonlights as a Fashion Week blogger. While their studio is based in Fitzrovia, your best bet for landing one of their signature menswear pieces is checking them out online: https://cools.com/designers/vidur-55167