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Clean / Smart Casual

Elevated basics. Nothing wasted.

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About this aesthetic

Neutral-toned, perfectly fitted basics — matching sets, quality tees, pressed chinos, simple leather sneakers. No logos, no excess. Think COS, Arket, and the better end of Uniqlo.

Smart casual as a dress code dates to mid-20th century corporate America. As a fashion aesthetic, 'clean casual' crystallised in the early 2020s around Scandinavian and Korean-influenced minimalist brands.

Source: Highsnobiety, 'The Clean Aesthetic: Why Less Is Dominating Menswear', 2023

Colour Palette

The signature Clean / Smart Casual colour story.

Ecru
Stone
Navy
Black
Sage

Key Pieces

The wardrobe essentials that define the Clean / Smart Casual look.

✦ Straight-leg chinos
✦ Crisp white tee
✦ Simple leather sneakers
✦ Relaxed-fit Oxford
✦ Merino crewneck
✦ Tailored joggers

Shop the Look

Curated pieces from our catalogue.

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