With men becoming more and more fashion conscious, there is much more scope for menswear today than ever before.


Sons of Heroes, a London based fashion label is a new kind of menswear brand that offers men more experimental and cutting edge fashion, it’s just the ticket for today’s modern man.


The idea for Sons of Heroes came from a need to bring a more confident attitude to men’s fashion. There was need for a new type of menswear brand that was different to what is already on the market, and Sons of Heroes was born.


Sons of Heroes is brought to you by a talented fashion duo who have had ten years experience working side by side in the industry. The pair have been fortunate enough to have been the creative brains behind some of the most iconic labels in the UK.


The brand’s slogan, ‘the uniform of future icons’ is a positive statement that illustrates the brands ethos perfectly. The concept is to pay tribute to future icons but also pays homage to the country’s heroic heritage.


The brand’s fashion is extremely edgy and has a clear influence from punk music. They experiment with daring prints and subtle military detailing, whilst offering some unique, easy to wear tailoring, which creates the perfect look for today’s contemporary man. And with the clothes coming in muted colours, they are very wearable.


Although the brand only launched last year, it has already saw success both here in the UK and in America, even celebrities are wearing their fashion offerings. 2 Chainz, an American rapper, who has also collaborated with Kanye West was recently spotted in one their current designs, the printed bomber jacket.


So men, if you’re desperate to get a Sons of Heroes fix, get yourself to your nearest Harvey Nicks or Selfridges or even better, jump online and order from them on ASOS.


Here at The London Look we feel that Sons of Heroes have brought something incredibly unique into the realm of men’s fashion; we predict that 2012 will be their year, watch this space…


2 Chainz wearing Sons of Heroes printed bomber jacket








Images from their Spring/Summer 2012 collection


Written by Emma Gordon

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