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Brand to watch: Most Favoured Nation

Pitched at the on-trend intersection between sophisticated smartness and athletically influenced streetwear, London’s Most Favoured Nation debuted with its autumn 15 collection at the Capsule show in Paris.

Techy performancewear details feature across tailored outerwear and casual separates, with signature heat-bonded taping wrapped around functional zipped fastenings and pocket seams.

Bestsellers include jackets and hoodies in a cashmere-bonded neoprene produced exclusively for the brand by an Italian mill, as well as a contrast-colour pop-collar Harris Tweed coat and the ‘Six Cut’ panelled T-shirts. The range leans towards menswear, but positions itself also as a boyfriend-fit brand for women.

Founded and designed by Richard Storer, former global brand director at Topshop, whose CV includes buying and design roles at Paul Smith and Reiss, Most Favoured Nation is represented by agency Dog House Studios. Wholesale prices range from £25 for a printed cotton T-shirt to £300 for Harris Tweed coats.

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