Menswear expert Heidi Quill has curated a definitive guide to the best high street brands for men, focusing on style upgrades that won't break the bank. Her top five picks include Wax London, Bound, Percival, Uniqlo, and Abercrombie, each with a hero piece recommendation.
Wax London: Characterful Clothing with Celebrity Fans
Wax London, with stores in Soho, Spitalfields and Covent Garden, is one of the newest go-to brands for Quill, who dresses her own partner in it. The brand designs “clothes with character” and has celebrity fans like Bradley Cooper, despite its affordable, mid-weight price tag. Her hero piece is the Didcot breezy polo (£57, Waxlondon.com).
The London-based brand draws on British heritage, Mediterranean sensibility and Indian craftsmanship, reflecting the city's melting pot culture. Wax has also partnered with sustainable mills and suppliers to create pieces designed for repeated wear.
Bound and Percival: Boldness and Reinvention
Bound, a brand that "snuck up on" Quill this year, offers fully custom-cut and sewn pieces for those with "a taste for boldness and originality". Her partner is an obsessive fan of their knits and shorts. The hero piece is the Freddie canvas trousers (£95, Wearebound.co.uk), described as structural but comfortable.
Percival, a Soho-based brand, has reinvented itself over the past few seasons, offering everything from graphic-printed T-shirts to dapper suits. Quill recommends the Hinsley boxy shirt (£140, Percival.com) as a current hero piece.
Uniqlo and Abercrombie: Timelessness and Rebranding
Uniqlo is the ultimate destination for capsule wardrobes and affordable, timeless pieces. Quill highlights its genderless feel and collaborations with Clare Waight Keller (Uniqlo:C) and JW Anderson (Uniqlo x JWA). Her hero piece is the Uniqlo:C denim trucker jacket (£49.99, Uniqlo.com).
Abercrombie has undergone a major rebrand, swapping its 2010s Cali-cool image for a sleek, logoless line-up. The brand now offers simple, clean-cut clothing, with the 'soft AF' patented cotton hoodie (£34.99, Abercrombie.com) as Quill's current hero piece.
