The new wave of functional elegance: 20 technical clothing brands redefining style
The gap between performance and aesthetics is disappearing, giving way to a new era of stylish technical clothing. At FLUX, our quest for brands that embody this fusion takes us to the four corners of the globe.
With VEST, a promising French player in this revolution, we broaden our panorama to explore some twenty houses that infuse cutting-edge technology into sophisticated creations.
From Italian heritage to Japanese avant-garde, American excellence to French savoir-faire, FLUX presents a non-exhaustive overview of the key players in this hybrid wardrobe.
Pioneers and icons: the legacy of elegant functionality
Stone Island, the alchemy of materials and colors
Stone Island's mark on the world of technical clothing is indelible. Founded in Italy by Massimo Osti on textile experimentation and a refined utilitarian aesthetic, the Italian brand continues to fascinate with its ability to transform raw materials into coveted pieces.
Its compass badge is a symbol of quality and innovation, despite a sometimes high price positioning, especially since the brand was acquired by Moncler in 2020 for over a billion.
C.P. Company, functional innovation as DNA
Massimo Osti's legacy continues with C.P. Company, whose pragmatic approach to design, inspired by work and military clothing, has marked generations. Considered an urban luxury brand, it was originally called Chester Perry before becoming CP Company in 1978.
His iconic pieces, such as the Goggle Jacket, reflect a functional approach to everyday wear, with an aesthetic that is sometimes raw but always distinctive.
However, while the design is as "aggressive" and bold as ever, we at FLUX find that the quality can sometimes leave something to be desired. Especially given the price, you've got to be demanding from now on.
Herno, Italian elegance in the face of the elements
Herno embodies a discreet elegance, where technicality blends with sophisticated cuts. Their ultra-light raincoats and down jackets are examples of Italian craftsmanship at the service of unostentatious functionality, justifying a price tag in line with quality and durability.
A sleepy old brand revived 15 years ago, Herno really deserves your attention.
Zegna, luxury and performance
Even the luxury giants are taking an interest in the technical wave. Zegna's collections of outdoor clothing, priced to rival those of Hermès, are a dream of excellence. In these outdoor products, the Italian brand, partner of Real Madrid, makes no mistake.
She creates innovative collaborations, exploring new frontiers where the excellence of traditional materials meets unexpected technical performance.
Moncler, from ski chic to urban icon
You may not know it, but Moncler was originally a 100% French brand, founded in the Grenoble region, in Monestier de Clermont to be precise. The name Moncler comes from the contraction of the compound name of this Trièves village, still celebrated today.
Originally specialized in mountain clothing, Moncler has conquered the urban landscape with its instantly recognizable down jackets. Their combination of thermal technicality and meticulous aesthetics has made them a symbol of status and style, despite their often high price tag.
Masters of urban outdoor
Arc'teryx or the Canadian technical requirement
Arc'teryx remains an absolute benchmark for technical outerwear, particularly in the mountain environment. Behind this Vancouver-based brand lie years of experience, performance, exploits and references. Arc'Teryx is curiously a fairly young brand, having been created in 1989 under the name Rock Solid before changing its name in 1991.
Their advanced engineering, high-performance materials (Gore-Tex first and foremost) and anatomical cuts make them durable and functional pieces, embraced by quality-conscious urban adventurers despite their premium price tag.
Arc'Teryx has even launched an urban line called Veilance. Minimalist design, super comfort and super price too. The line was even sold for 2 seasons at Le Bon Marché alongside our Inventive Citi products, which became VEST, but it didn't catch on, unlike the Japanese market where Veilance is very popular, according to our sources.
If you're a Parisian, the brand has opened a large boutique on Bd de la Madeleine.
Lululemon, active comfort as a philosophy
At FLUX, we discovered this brand in 2014 in London. We fell in love. We want to wear everything. Since then, the Canadian brand has exploded and what was originally just a brand for yogis has become an urban brand that's expanding to the 4 corners of the planet.
Lululemon has democratized active comfort, offering versatile technical garments that blur the boundaries between sport and everyday wear. Its mastery of stretch and breathable fabrics has seduced a wide audience, even if the aesthetic sometimes remains very athleisure-oriented. But we don't mind.
Downhill, Japanese technical precision
It's a heavyweight too! We love Descente. In any case, we're partial to anything from Japan, so we may be lacking in objectivity. While brands such as Stone Island may be a little overused these days, Descente is one of those niche brands that focus on technology and R&D. So we're far from the show-off, and close to the brand. So we're far from showing off and close to the legend. It's the same mentality at VEST.
Descente continues to impress with the technicality and quality of its garments, a legacy of its expertise in winter sports. Its sleek designs and attention to detail make it a preferred choice for those seeking discreet performance.
Canada Goose, against the urban cold
Purists will scold us, because for some Canada Goose is overpriced, even "vulgar". That's what we're hearing here and there, because the brand has decided to sell parkas and down jackets at very high prices, some of them rather low-end.
But that would be rushing things, because the Canadian brand knows how to do excellent work with top-flight jacket ranges, offering levels of performance that are unique on the market. And we respect that.
Since its creation in 1957 in Toronto, Canada Goose has conquered cold cities the world over with its iconic parkas, designed to withstand extreme weather conditions. Their proven technicality and recognizable aesthetics make them durable investments, even if they could make an effort on the choice of certain accessories such as their often low-end and fragile plastic zips. Zips are very important... we know what we're talking about.
The North Face, the other mountain giant
With a long history in expedition gear, The North Face has adapted its technical expertise to a trendy urban wardrobe.
The brand was born in 1966 when 2 hiking enthusiasts set up a small eponymous store in a San Francisco neighborhood. And then the snowball grew and grew and grew ...
Their jackets, fleeces and other pieces combine functionality with a casual aesthetic, and some ranges offer good value for money.
Avant-gardists and innovators
Vollebak, experimental clothing
Don't know them? Take a look at their website, you won't be disappointed. London-based Vollebak embodies audacity and innovation, designing garments with futuristic properties and novel materials.
His scientific approach to design pushes back the boundaries of what's possible, even if prices and conceptual aesthetics sometimes make them marginal.
ACRONYM, German design in the spotlight
ACRONYM, led by Errolson Hugh, fuses cutting-edge military technology with avant-garde urban aesthetics. Its complex, ultra-functional creations are objects of desire for a discerning clientele.
Stone Island Shadow Project, the experimental soul of a legend
We could have mentioned this line earlier in the section devoted to Stone Island, but it is more appropriate here. This Stone Island laboratory line explores more daring stylistic and technical territories, aimed at customers in search of innovation and uniqueness.
In particular, this line enables Stone Island to move away from its overused image and focus on its core business of innovation.
Nikelab ACG, Nike's urban and technical vision
It's hard to talk about fashion and technical clothing without mentioning Nike. The Nikelab ACG (All Conditions Gear) collection fuses Nike's sportswear expertise with a cutting-edge urban aesthetic, offering high-performance, stylish pieces for tackling the elements in the city.
VEST, the brand that pushes the limits
Within this constellation of brands, VEST asserts its singularity by offering stylish urban technical clothing with a focus on user safety.
The French brand born in 2012 under the name Inventive Citi has mastered the art of integrating ultra-high-performance materials that protect against weather, road accidents and gun bullets (V007 jacket) into contemporary cuts and meticulous finishes, offering a functional wardrobe without ever sacrificing style.
This positioning is unique on the market, and is what makes this brand so successful.
Its balanced approach and French know-how make it a promising player in the stylish technical clothing market, with a price positioning justified by quality and durability.
Emerging players
ROA Hiking, bringing the mountains to the city
Another brand that "rides down from its mountain" as the song goes. Yes, another one, but this Italian brand caught our eye.
ROA Hiking draws its inspiration from technical hiking clothing to create pieces with original design and remarkable performance, appealing to customers looking for an assertive outdoor style in an urban environment.
Goldwin, Japan's sporting heritage reinterpreted
With a long history in sportswear, Japanese brand Goldwin offers collections that combine technicality, comfort and a sleek, contemporary aesthetic.
Satisfy, stylish high-end running
Born like us in Paris, Satisfy reinvents running apparel by infusing it with cutting-edge fashion aesthetics and high-quality technical materials, appealing to style-conscious runners.
But as its founder, like us, is from Grenoble, we are very supportive and believe strongly in this brand.
And Wander, Japan between nature and city
Japanese brand And Wander offers technical clothing inspired by nature, with thoughtful design and high-performance materials, creating an aesthetic bridge between outdoor and urban environments.
What can we learn from this article?
The menswear landscape is being redefined, where performance and aesthetics are no longer worlds apart. This non-exhaustive list of brands (we could also have mentioned On Running, Mission Workshop etc.), each in their own way, embody this new era of functional elegance.
From radical innovation to more subtle interpretations, they offer a range of possibilities for the modern man who demands both style and technicality. VEST, with its unique vision of elegant technical clothing at the cutting edge of safety, is positioning itself as a key player in this revolution, proving that you can take on the world with style and performance.
This FLUX guide is your compass in this fascinating world, to help you navigate and make the best choices when it comes to stylish technical clothing.