Discovering Medwinds

It is all to easy to be seduced by images of faraway catwalks and the like clockwork reveal of look book shots. As we fall for the aspirational and currently unavailable, we can forget to praise the simple and procurable. I often shake myself out of this state and look to the high street but as mentioned in a recent post, the high street plays in my everyday wardrobe has been in steady decline in recent years. Aside from the odd splurge on basics in Uniqlo and even then I've recently come to bemoan the quality, I've found myself leaving each well known store frustrated and a tad confused. The harder I try to unearth a bargain in the forgettable fluorescent light filled spaces the more I question and bemoan what the high street has become. Surely it should offer more than just throwaway fashion and poorly made staples? The antidote might well be found online.

Launched back in February, Medwinds is a fashion brand that offers its own quality clothing and accessories designs at reasonable prices and exclusively online. Since its inception, Medwinds aims to evolve season upon season with an admirable focus on quality over quantity. It sounds so simple but it is disappointingly rare. Whereas many on the high street become lost whilst chasing the elusive mistress that is fashion, Medwinds offers a succinct reimagination of neglected successes. There�s a hint of Gap, Mango, American Apparel, Uniqlo all with a dash of the Med. There's little that will shock but plenty that will pleasantly surprise. Customers will flock to the online store for every day wardrobe items.

Medwind's AW11 look book 

For AW11, the men�s collection features all of the essentials, from soft shouldered blazers, sharp shirting and fine knits to desert boots. All use the best fabrics available including merino wool and cotton cashmere. Throughout London Fashion Week, what usually can only be purchased with the click could be found in the ever changing pop up space at Cube on the charming Lamb's Conduit Street. The well curated space offered the opportunity to inspect the designs up close and become a little more familiar with the brand. Of course I grasped it with both hands. Below are just a few of the well made items that caught the eye...

A selection of AW11 highlights

With the emergence of Medwinds, the high street giants might just get the waking call it so sorely needs. It is time to get back to basics.