It can be said there are two barometers for what makes the modern cultured man: his cultural knowledge and aptitude, and an understated yet fashionable sense of style. Fourth & Main, the new London based clothing and contemporary lifestyle brand formed by Nikhil Adwalpalkar and James Wright, is the ultimate archetype for that man and comprises a capsule menswear collection partnered with a bi-annual arts and culture publication: The Fourth & Main Journal.
The brand is inspired by all things London, and everything for which what is arguably the world’s greatest city is renowned to represent. Fourth & Main’s debut menswear collection celebrates London’s unique creative culture, and channels the ‘youthful exuberance of the people who populate it and the infinite styles they display’. It is a retro brand in the sense that its main inspiration is taken from British fashion’s illustrious heritage. It draws upon the traditional understated elegance and versatility of the British male wardrobe and its classicality, meaning that a piece from Fourth & Main will not date.
The SS12 Collection is focused upon casual wear and consists of day-to-day staples, which include unlined tailored linen jackets, chore coats, club collar shirts, tailored shorts & slim chinos with side button fastening, lightweight merino knitwear and swimwear. Every attention is paid to fit and detail ensuring the highest quality and that every item in the collection is an investment piece that you can wear for years to come. In essence, these are classic clothes for the man who wants to look good, but is unfussy and has simple tastes. The clothes harken back to a cleaner age when men new how to dress well.
Alongside their brand, Fourth & Main produce The Fourth & Main Journal, released in both print and digital form. Many fashion brands are trying their hand at content creation in the ever increasingly competitive clothing market, yet few get is as right as Fourth & Main.
Echoing the brand ethos, the bi-annual Journal has been exclusively devised, created, written and photographed by a small pool culled from London’s wealth of upcoming young artistic talents. With The Fourth & Main Journal, London’s next generation of writers, artists and creatives have been provided with a platform from which to be heard. Subject matter varies to cover the entire spectrum – be it political, cultural, personal and so on – and the first edition in its 125-page glory features a diverse discourse that includes talks with young actors including Captain America’s rising star, an exploration into the future of British film, and also looks at rising musicians and artists on the scene, such as photographer Alex Prager whose wonderfully Hitchcockian photographs are showcased. All of this is interspersed with editorial images of Fourth & Main’s menswear collection that leaves you yearning of starring in your very own The Talented Mr Ripley.
Whilst viewable online, The Fourth & Main Journal is a literal must worth for any man’s bookcase or coffee table, as is their clothing for your wardrobe.
Ian Michael Turner
You’ll find Fourth & Main at 17 Newburgh Street, London W1F 7RZ (just off Carnaby St); or you can view their collection here.
View the Fourth & Main short film The Dreamers here:
Article written by me and published originally on www.theupcoming.co.uk