The Obtainer - 1/3/24, Wednesday

↦ The Brands to Have on Your Radar in 2024

The Obtainer
The Obtainer

Wednesday, January 3rd Edition

FrizmWORKS Wave boucle knit hoody
FrizmWORKS Wave boucle knit hoody
Leon Hedgepeth

Welcome back! A new year means we get to shepherd in some noteworthy labels everyone should have on their radar. We’ve also found a few deals to help upgrade your gym kit … because we’re all getting healthier in 2024, right?

- Leon Hedgepeth, Market Editor ⋯ @leonhedgepeth

The Brands to Watch in 2024

Best new menswear brands in 2024

Stumbling upon a new clothing label is like hearing a new musical artist. It feels like a personal relationship too good to let everyone in on—but you know more people need to know about them to succeed. Besides, gatekeeping is so 2023. Isn't it more satisfying to be the one who shares a discovery with your friends and coworkers?There's no telling where you might uncover a new brand or style today. Maybe you heard about a new label courtesy of your favorite TikToker or learned from your favorite menswear news source (ahem!) that an American company is suddenly starting to make waves. What's important is now you know, and you're ready to try something new and enjoy the bragging rights that come with it. And there are certainly no rules insisting that your discovery has to be ultra expensive or from some exotic locale. Regional and far-out finds both have fulfilling qualities and can impress the same. So we gathered our favorite breakout or emerging labels worth paying attention to as 2024 kicks into gear.

The Brands to Watch in 2024

Sunflower DB blazer

Copenhagen-based Sunflower is quickly establishing itself as a destination for understated menswear classics at an affordable price. The label places importance on the production techniques, with a claim on sourcing the finest grade fabrics and construction by skilled artisans while boosting technical innovation. Sunflower's denim is the brand's signature; however, their suits come in flattering cuts and fabrics with mall brand prices.

DB blazer, $498 by Sunflower 

Rubato Firemans jacket

Oliver Dannefalk and Carl Pers of Swedish brand Rubato put their spin on Ivy, only in a more refined, Scandinavian view. They created their label on the foundation of making a perfect sweater and built the brand gradually since then. From their officer chinos to modern V-neck sweaters, the label proves you don't need hedonistic amounts of clothes—only the right ones.

Firemans jacket, $1,080 by Rubato

Academy by Chris Echevarria Stash pant

Academy by Chris Echevarria (who you might know as the founder of Blackstock & Weber) pulls inspiration from his days at a private school in New Jersey. Yes, there are crest-embroidered rugby polos and varsity font logo crewnecks, but the collection is anything but preparatory. The label's Balmacaan jacket uses the same buttons from Scott Sternberg's days with Band of Outsiders (RIP), and the schoolboy blazers are reminiscent of The Fresh Prince of Bel-Air.

Stash pant, $295 by Academy by Chris Echevarria

William Frederick Cafe jacket

William McNicol founded William Frederick in 2018, and the brand designs and manufactures everything in Cleveland, Ohio. His collections are unisex, leaning into pared-down designs with luxe fabrics and well-fitting silhouettes. If you've been liking Evan Kinori lately, William Frederick shares a similar aesthetic. The neutral hues of chore coats and muted elasticated pants allow each season to blend into the next, offering a timeless wardrobe.

Cafe jacket, $395 by William Frederick

Smart buys

Grab New Workout Gear While It’s on Sale

Fitness gear on sale

Updating your workout wardrobe is an excellent way to stay motivated, especially in the throes of winter when it's not always easy to get to the gym. Remember to prioritize comfort, functionality and personal style when revising your fitness fits. And thankfully, there are plenty of sales to free up cash for the good protein powder.

Clockwise, from top left:

RPM backpack, $92 / $78.97 by Nike SportswearProject Clifton sneaker, $250 / $164.99 by HokaClassic crew sweatshirt, $80 / $56 by adidasMulti-purpose mat, $64.99 / $39.98 by Fitness GearRecTrek relaxed pant, $98 / $48.95 by Outdoor Voices

Worth a Read
Worth a Read

The best story from around the web.

Wearing fragrance is nothing new. In fact, some historians date modern perfumery as far back as the late 1300s. But as time marched on, the scents we put on our skin changed dramatically.”


Gear Patrol
Mood Board
Extremely important phone conversation in an extremely important outfit.

Extremely important phone conversation in an extremely important outfit. 🤸

October 15