In 2002, Rag & Bone emerged as a defining force in the casual, relaxed style of downtown New York. Known for its combination of slim jeans and loose-fitting tees paired with classic outerwear, the brand was founded by Marcus Wainwright and David Neville. They incorporated elements of their British heritage, including military influences and Savile Row tailoring, stripped of any elitist connotations. The result was a cosmopolitan and effortlessly cool aesthetic that captured the spirit of the early 2000s.
Nearly 25 years later, Rag & Bone has transformed significantly. Initially an independent label, it has grown into a global entity with multiple retail locations and a large-scale wholesale business. The original founders have since moved on, and the menswear industry has shifted dramatically, transitioning from rustic suits to streetwear and nouveau-prep styles. Many of its early peers, such as Band of Outsiders, Patrik Ervell, and Tim Hamilton, have ceased operations. Among them was Obedient Sons & Daughters, co-founded by Swaim Hutson, who now leads Rag & Bone’s menswear division.
In his second season, Hutson aims to respect the brand’s long-term customers—some of whom have been loyal for nearly two decades—while also appealing to a younger audience. His vision includes catering to the stylish fathers he observes in Brooklyn, akin to himself, as well as their sons. This requires a delicate balance.
Hutson explained during a visit to Rag & Bone’s Meatpacking District office, “I was really feeling color.” The previous season’s bold red has softened to a rich emerald green and vibrant cobalt blue, featured in smooth suede trucker jackets and soft washed-cashmere crewnecks. Overall, the approach is understated, with a focus on simplifying designs, emphasizing quality fabrics, and subtly integrating elements of the prep trend that currently dominates menswear. This includes striped jerseys with slightly dropped shoulders, pleated chinos, and a lightweight cotton jacket in a classic striped pattern reminiscent of a well-worn oxford shirt.
Hutson subtly revisited Rag & Bone’s core offerings: lightweight, relaxed tailoring is still a priority, and the shirting range is expanding to include casual tuxedo-inspired options. The collection also features robust coats, such as one nodding to the unusual fireman jacket trend with a single metal clasp at the neck, alongside a sleek black leather car coat and an overdyed khaki green bomber. Other notable pieces include a new straight-leg jean, set to be a major focus next year, including a version with a creased front channeling mid-20th century style, and a tobacco brown suede suit jacket. Overall, it is a considered and subtle progression, rather than a radical change, which might be precisely what the brand needs at this moment.
