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THE BRAND
MODERN BRITISH DESIGN, INSPIRED BY THE PAST, LIVING IN THE PRESENT
Aubin aspires to be the leading British Men’s Lifestyle Clothing Brand. Premium but not luxury. Casual and contemporary but based on heritage fabrics and designs. Cool but accessible. Never intimidating.
Everything we do at Aubin is inspired by British heritage and cultural identity. Primarily, but not exclusively, inspired by post war British design and cultural references which interest and excite us. We work hard to create products which whilst inspired by history are very much contemporary and relevant to today.
Our references and inspiration come from our large archive of vintage garments, imagery and furniture based at our design studio in London. But we are proud to make this look back to yesteryear relevant to today and unique to us by adding our own contemporary point of view.
Often this point of view is influenced by the wide network of creative talent across film, music, sport and design that we work with in our Friends of Aubin programme.
THE HISTORY
Aubin was originally established in 2008. In its first chapter, it was launched as the more grown up elder sibling to the Brand's former stable mate, Jack Wills. In its current second chapter, the Aubin brand is now independently owned by its original Founder Peter Williams.
The Aubin brand has always prided itself on producing best in class products, inspired by British heritage and culture that have a timeless appeal. Over the years, Aubin has collaborated with many partners that share our passion for art, music and film. An example being the Aubin Cinema which opened with Soho House in 2009.
The first chapter of Aubin was a relatively brief one, closing in 2012. At this time, there were 10 beautiful stand-alone stores, 6 concessions in Selfridges and a growing web business. It was prematurely killed by a series of strange and illogical decisions made by corporate wonks who were paid enough to know better.
But their ineptitude is our gain. Aubin had rapidly created a lasting legacy as a cult brand with many and regular calls for its relaunch. So, a small but crack team of ex Aubin staffers got together, hatched a plan, reached out to all our long standing suppliers that we’d known for decades and in September 2021, the good ship Aubin was re-launched.
Aubin 2.0.
Better than ever and here to stay.
THE CUSTOMER
Although the Aubin brand has a strong point of view, it is designed to be accessible and not intimidating. Therefore our customer base is broad and varied.
Our muse is largely built around an aspirational guy in his 30s that has universal appeal. But our target customer is 16-60 years old. At the top of the pyramid, a man who is very interested in style, particularly British style. But the commercial engine room of the customer base is broader. Men who are interested in quality and want to look good. So, will pay a premium over the mass for that. A BMW or Mercedes driver rather than a Ford or Nissan.
An increasing proportion of our sales go to women who are buying it for a ‘boyfriend’ type look. But attracted to the brand for what it stands for and to the product for its quality and design.
Often the actual ‘purchaser’ is a woman, buying for the man in her life. This is especially the case in department stores.
THE PRODUCT
ALL IN THE DETAIL
The Aubin range is a timeless collection of products. Each category has been meticulously looked at through a modern lens. We create simple easy to wear pieces with an attention to the finer details. Our fabrics and washes are developed to create premium hand-feels which elevates the classics. The collection is effortlessly cool without feeling intimidating and exclusive.
Our mission is to create a range of products which work for a broad range of men who could wear most if not all of the range each season.
KNITWEAR
Knitwear is an integral part of our brand and it is what we are renowned for. Our knitwear collection takes a nostalgic look back to ensure authenticity is at its heart. The use of superior yarns and a rich colour palette creates a range that feels modern and relevant. We have delved into the rich archive of British knitwear to inspire stitches, gauges and patterns and the stories these pieces tell are integral to our collection. We are proud to include British manufactured products using British wool within the range.
SHIRTS
The shirt range forms solid foundations for the whole collection and we’ve built each piece with longevity at the heart. Laundered cottons, utility twills, worn flannels and wool give an authenticity and integrity to the wovens collection. There is a seasonless nature to our shirts range as they can be worn as overshirts extending their functionality and timeless appeal.
OUTERWEAR
We embrace heritage fabrics and menswear style icons in the outerwear collection. The use of waxed cottons, wool herringbones and corduroy celebrate our heritage. Each piece has a timeless quality which won’t date.
SUITS
Every man needs a suit. And most men need a few of them. The Aubin suiting range is intended to be traditionally grounded but contemporary in how it is worn. Dress it up with brogues and a tie or dress it down with t-shirt and trainers. Meticulous attention to detail, traditional fabric bases. And always affordably priced.
SWEATS & JERSEY
The sweats and jersey range is grounded in British sports heritage. We celebrate simple shapes, low branding and superior fabric hand-feels. We have developed our own sweat and jersey fabrications which are built to last, they feel super soft and are second to none.
TROUSERS & SHORTS
Authenticity is key to our bottoms range. Silhouettes are easy and timeless. Utilitarian cotton constructions sit alongside laundered corduroys and wool mixes to create a range that is easy to wear and will look great year after year.
ACCESSORIES
Functionality and durability is key. This range is built to last and looks better with age. We manufacture the majority of our accessories in the UK, using specialists in their fields to ensure we produce the most authentic pieces.
MISSION & PURPOSE
WORKING WITH EXPERTS
Our supply base is incredibly important to us. They are the lifeblood of what we do. Without them, we couldn’t make the products that we love to design in our studio in London.
We see our suppliers as an extension of the Aubin family and we all share the same values. All of our suppliers, wherever they are in the world, are the absolute best at what they do and in most cases are family run businesses that we’ve known for decades.
We make products that are built to last and are made in the right way. We can’t do this alone and although we have a fair few miles on the clock in the team at Aubin HQ, we rely on the expertise of our suppliers to help make the products the absolute best that they can possibly be.
BCORP
Our underlying philosophy is one in which we only work with people and partners that are brilliant at what they do and that we like and trust. People who share our general ethos and ways of working.
Our approach to everything we do in the business is one of quality, expertise and integrity.
Aubin is a Certified B Corporation which means we are part of global community of likeminded businesses that meet high standards of social and environmental impact.
We make products that are built to last and are made in the right way. We can’t do this alone and although we have a fair few miles on the clock in the team at Aubin HQ, we rely on the expertise of our suppliers to help make the products the absolute best that they can possibly be.
THE CHANNELS
Our business model is multichannel. In each territory, we look to replicate the model which has rapidly and successfully been established in the UK.
- Small number of stand alone stores
- Good physical representation in the premium (not luxury) department store chain. In the UK this is 30 concessions in John Lewis
- Owned ecommerce online via aubinandwills.com
- Wholesale
