Tender

Founded in 2009 by William Kroll and host to a referential namesake that takes its influence from the British steam-train era, Tender is a British denim-wear brand inspired by vintage innovation, classic tailoring and the development of local community connections. After completing his degree in menswear from Central Saint Martins, Kroll found himself working at the heart of Japan’s denim industry in Kojima, with his time spent designing Savile Row-based Evisu’s Deluxe and Heritage collections inspiring him to branch out and secure his own footing in the antiquated workwear market. Led by a desire to bring something personal to the often proscriptive blueprint of denim-wear design, Tender’s ever-evolving collection of shirts, jackets, totes and sunglasses continues to capture the brand’s free-spirited energy and admiration for time-honoured utilitarian aesthetics.

A brand that reaps the benefits of labour, Tender’s notedly Brunel-era British narrative stands apart from contemporary Americana with the brand’s authenticated commitment to craftsmanship reflected in their honouring of archial Victorian engineering. Homages to the second industrial revolution from the late 19th century are heavy influencers across the brand’s robust and mechanical-minded undertone, with their traditional tailoring, classic cuts and their mindful manufacturing methodologies often making pro-active use of deadstock fabrics obtained from their British weaving mills.

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