David Beckham has been crowned the leader of a new menswear trend dubbed “rich autumn dad” or “Rad”, following his guest editorship of Country Life magazine. The former England captain appears in the centenary issue in tweed blazers and corduroy trousers, tending to his Cotswolds estate. The look, blending tailored shirts with wellies and gardening, has sparked a surge in country-inspired fashion.
Retailers report booming sales of tweed jackets, waxed coats, and half-zip jumpers. John Lewis saw searches for tweed jackets rise 300% and check coats 100% since last week, while Depop recorded a 207% increase in Barbour jacket searches since July. M&S now offers twill chinos and waxed jackets, and Zara’s winter edit features striped rugby shirts and knitted vests.
Cultural commentator Jason Diamond attributes the trend to men seeking “classic but not formal” style, combining ruggedness with sophistication. He notes the look is a “rebellion against being too plugged in”, romanticising a slower, more analogue time. Esquire’s style director Johnny Davis highlights the performative element, crediting Guy Ritchie’s Netflix series The Gentlemen as an early instigator.
Other notable Rads include actor Jesse Plemons in chore jackets, footballer Ian Wright in cosy knits, and Stanley Tucci, who launched a cashmere collection with N Peal. The trend reflects a shift from oversized silhouettes to waxed jackets, tweed coats, and polished loafers, with flat caps potentially replacing baseball caps in men’s wardrobes.
