Afeard, a new menswear brand hailing from the Dorset countryside, have delivered their debut collection, ‘Collection One’. The drop leans into the idea of ‘Modern Armour’, taking inspiration from the medieval, and the rural landscape that Dorset has to offer.
Collection One has also been hand cut and sewn in England, further amplifying the rich cultural heritage of the area Afeard represents. Founded in Dorset, the collection harks back as far as a thousand years ago, drawing upon imagery from Saxon kings, Viking pillaging, and legendary knights.
Jody Schooling, founder of Afeard, hails from Sherborne in Dorset and has proudly displayed his local roots in this collection. Schooling’s eye for imagery and meticulousness shines through, creating a release that is sharp and sophisticated whilst also displaying an underlying sense of rurality.
The cross in the Afeard logo, featured heavily in this release, is a nod to the cross of St. Wite, which has since become part of the Dorset flag. This attention to detail and county pride is demonstrative of the ethos of Afeard, using British wool, cotton, and leather to create a celebration of contemporary county culture.
Each item in the collection also alludes to a location in Dorset, from the Stour Logo Shirts which champion the River Stour, to the Char Varsity Jacket, celebrating the coastal landscape of Charmouth. The varsity jacket also features a depiction of the Purbeck Knight, emphasising strength and dynamism, as well as a sense of regality.
This drop will also be followed by ‘Collection Two’ consisting of a range of tees set to drop on Thursday 15 October at 6pm at afeard.com, with early access for subscribers from 5pm. This drop will consist of the Swanage Logo Tee and the St Wite Tee, each in black and white. The St Wite Tee carries the Afeard A with the Dorset cross on the chest, and a painting of St Wite, Dorset’s own saint, on the back. Both tees are cut from double jersey in a boxy, cropped raglan fit, featuring Afeard’s signature rib collar.
Speaking on the collection, founder Jody Schooling states:
“We started here in Dorset. Where ancient cliffs meet a thousand years of history, and the coastline leaves room to think. Every piece we create is shaped by this place. Modern armour, made in England. Be not afeard.”
