High summer has arrived. Before you flick on the OOO and head to Heathrow, however, be sure you are fully prepared to pack a suitcase without finding yourself in one of life’s more uncomfortable positions: sweating, swearing and staring at empty bags before an early flight.
Rule one in preparation for holidays abroad: dig out any linens and slightly eccentric shirts that don’t get a showing in the city and take them to a dry cleaner. This ensures a good part of your summer wardrobe will feel like new upon arrival — and avoids the nasty realisation that your white slacks still have grassy arse from the final night of summer 2024.
Then, consider tactical purchases to facelift areas that need them. If your trunks are suncream stained, start there. Steer clear of the high street giants — the Zara shirts in Battersea Power Station are often the same as those at the Ibiza outpost, and it’s excruciating to find yourself alongside a poly-blend twin at the beach bar — except for unidentifiable basics.
Instead, head to the coterie of smaller London labels to look sophisticated abroad. “To travel well is to dress with intention,” says Adam Brown, founder of Orlebar Brown, home to well-tailored swimmers. “Dress for your destination with light, breezy linen, a splash of print, cuffs rolled up, flash a bit of ankle. The goal is not to blend in — it’s to be remembered.”
The trunks
Let’s start with the swimwear. A place to show a bit of flair. The market for posh men’s swimmers is ever-growing — and each new label takes another bite out of Vilebrequin’s lunch. The French swimwear label, now the uniform of rotund ex-bankers who moor themselves up to Côte d’Azur for weeks on end, needs an update on its turtle prints to stay in the race. Chicer is Orlebar Brown, which regularly produces elegant new designs (from night irises to a tempting collaboration with florist Burnt Fen Flowers). Not cheap, starting at £195, but elegant and recognisable for their nickel-effect fastening buckles.
The newest player to enter the ring is Ram, founded by Marina Lambton, and set to launch next week. “We have started the business with only six designs and we will gradually grow it,” says Marina of their drawstring, printed designs which retail at £150. Gusari, best known for its “London” and “Deia” tailored shorts style (from £125), and Abtany — which sells trunks and briefs with hand-painted brushstroke motifs from £140 — make up the rest of the cream of the crop.
RAM
Trunks, £150, ramlondon.com
Orlebar Brown
Setter, £295, orlebarbrown.com
Gusari
The Deia trunks, £125, gusari.co.uk
The premium cottons
Essential for the majority of locations and best done with a wink. SMR Days, the label which strives “to provide an effortless wardrobe for men, made for laid-back days, home or away”, is best known for its co-ords, often created using centuries-old Indian techniques. “Lean into confident prints: holidays are the time to dial it up a bit. But don’t combine prints unless you’re a pro,” says co-founder Adam Shapiro. “Wear fabrics that feel like vacation: light, natural materials like kala cotton or linen look like summer and help you beat the heat. No one wants polyester on the beach.” Their geometric block printed shirts (£195) can be paired with matching shorts or slacks.
SMR Days
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Enamorados Organic Cotton Shirt in Blue Block Print, £245, smrdays.com
Percival
Percival Sorrento cotton linen trousers, £139, percivalclo.com
The shirts
A good shirt is essential to model Oliver Cheshire, who founded his resortwear label CHÉ Studios with Toby Watkins in 2019. “Natural fibre crochet tops in the daytime will keep you looking and feeling cool, while in the evening try something a little looser with a touch of shine like a silk shirt to really set the glamour tone,” he says. The short sleeve options start at £95 and go up to £200. Great linen shirts can be custom made at Blugiallo, or are perfectly serviceable from M&S, while Hackney-founded Percival has made a best seller of boxy, grandpa-style shirts. “They are key for evenings when you need to look slightly more put-together but still want that untucked energy that says ‘I’m on holiday and I’m having a brilliant time’,” says founder Chris Gove.
Percival
Tessaro Knitted Stripe Polo, £129, percivalclo.com
CHÉ Studios
Palma Cotton Applique Detail Polo, £140, chestudios.co.uk
Blugiallo
White cotton linen shirt, £121, blugiallo.com
The key accessories
Polish off with a good pair of sunglasses. While heavy hitting designer label swim shorts or silk shirts can look naff, good Tom Ford or Gucci shades add luxury to an otherwise laid-back outfit. By way of beach bag, the Drake’s Bengal Jute Poresh tote should do the job without breaking the bank. For footwear, Xero’s £45 barefoot sandals are a current favourite among the fashion set. “Accessories are key. You can be in a simple shirt and casual shorts but a great sandal or a coral necklace gives a bit of personality,” says SMR Days’ Shapiro. “Conversely, if you’re really pushing a look, go with a flip-flop — or better yet, bare feet.”
Xero
Genesis, £45, xeroshoes.co.uk
Massimo Dutti Leather sandals with toe divider, £99.95, massimodutti.com
Drake’s Maison Bengal jute Poresh tote, £80, drakes.com
