New menswear line HYMN London is rather bloody good and it’s the next label you should be hunting for.

With the menswear industry out-pacing women’s in growth for the fourth year running, it’s not rocket science to see why the fashion industry is trying to get on board the menswear wagon.

When it comes to the high street offering, it can be hard for a brand to pitch the product right, with behemoths like Topman and H&M ruling the roost, it’s important for new labels to release designs that standard out and offer something different.

Launched in the summer of 2013, Hymn London’s debut collection was built on the ideologies of durability and functionality, complemented by the brand’s unique personal design aesthetic.

Hymn is a triumph for fans of home-grown labels, the style is slick and versatile, offering a mature clines and a clean palette, while still offering a dose of urbanite street-inspired prints and graphics to make sure the cool kids come out to play.

The label offers a full lifestyle range to cover everything the modern man could need, from classic chinos, shirts and knitwear. The knitwear and jerseys are particularly strong, with the SS14 lobster proving a huge hit amongst the fashion bloggers and press. For AW14, Hymn showcases its other strength – outerwear. Beautifully constructed jackets and long coats are made form quality fabrics that offer timeless wear – living up to the label’s mantra of being the discerning gent’s ‘Daily Bread’.

The eclectic mix of style staples amongst bolder statements makes Hymn a one-stop brand for contemporary styling. There’s a pleasing mix of textures and fabrics too, offering layer-able style all year round.

Some of the most surprising news you’ll get, having seen the great look book shots, is that Hymn isn’t pricey either, with T-shirts coming in at around £20, shirts at £40 and jackets and coats still coming in at under £100. Impressive.

I can’t wait to see Hymn develop over the coming seasons, after posting about my Hymn jacket and sweatshirt on Instagram, I had lots of male friends asking me who this new brand was. Hymn’s contemporary cool is exactly what today’s man is after, those guys who are feeling a little to ‘wise’ to be wearing Topman’s overly youthful styles, and aren’t ready to resign themselves to moccasins, knitted tanks and a smoking pipe. Hymn London is the perfect showcase of why London is a global leader in fashion. Let’s watch the rest of the world catch up.

Check out some of the best bits from HYMN London’s AW14 collection, with model Ricki Hall, below.

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Written by Neil Thornton
London-based coffee drinker. Editor by day, blogger by whatever time he finds spare.