An extraordinary mens blog for the ordinary man

Fourth & Main – One to watch

There’s a new store on the corner of Newburgh Street, London, headed up by a couple of confident, creative and impressive young bucks. Fourth & Main is a new clothing and contemporary lifestyle brand formed by Nikhil Adwalpalkar and James Wright. The duo developed the concept for Fourth & Main, back in 2010. Although not formally trained in fashion design, Nikhil has worked with experienced designers and pattern cutters to develop the aesthetic for Fourth & Main. He lists his fashion influences as Ralph Lauren, Paul Smith, Margaret Howell, Jean Touitou and Patrik Ervell, an impressive rota. James, on the other hand, after graduating from the University of Bristol, worked for the Barack Obama Presidential campaign.  He then went on to write and co-produced a short film for Sony, directed by Academy Award winning Director Ed Zwick and starring Diane Kruger, Sam Rockwell, Michelle Rodriguez and Djimon Hounsou, not bad then.

A selection of the Summer 2012 range from their website

The brand draws inspiration and homes its roots in London’s creative culture, its debut menswear collection channels the youthful exuberance of the good people who populate this great metropolis and the infinite styles they display.

Across the collection, there are nods to the heritage of English and the traits of US East Coast preppy tailoring, delivering clean lines and a versatility that allows the wearer to interpret the pieces as they so choose. The pieces provide a versatile collection of day-to-day style solutions, including unlined tailored linen jackets, chore coats, club collar shirts, tailored shorts & chinos lightweight knitwear and swimwear, all providing great fit and attention to detail. The principle aim of the brand is to offer the customer a focused collection of wardrobe classics that will remain with them for years to come at an accessible price point.

The store on Newburgh Street in London

However, this is not any ordinary clothing brand, Fourth & Main want to offer you far more then just a shopping experience, what these guys are offering is much more of a cultural tip, included. The lifestyle aspect of the brand takes the form of a bi-annual print and digital publication. The Journal was created to promote the values that the duo held as pillars of the brand, with all content generated in house and by young contributors, but- like the clothes, the form and presentation would be very much a return to old fashioned values: timeless, clean and simple.

The Journal will be divided into five ‘chapters’: The Actors, The Artists, The Collection, The Musicians and The Writers. The idea being to seek out young, breakthrough talent in each field and provide them with a platform so their work can find a wider audience. It is to be distributed free of charge; available at a select range of likeminded cultural institutions and boutiques around the globe.

Man of the moment, Actor Sam Claflin, in the Fourth & Main Journal


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This entry was posted on 23/05/2012 by in One to watch and tagged , , , .
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