The new men’s wear brand Aedelhard believes rugby teaches important values and lessons to its participants, and has aligned itself with the sport. That the game can be intensely competitive and at times violent is not lost on the brand.
“Beneath the seeming barbarism and occasional debauchery often associated with rugby lives a sport rooted in respect and a strict code of conduct,” Aedelhard declares on its web site. “It’s a game that instills teamwork and discipline.”
The sport has given the world one of the most enduring pieces of fashion — the rugby shirt. It’s that side of rugby that Aedelhard is tapping into, the “sport, intellect, sophistication and gentlemanly conduct — all derived from the game,” said Darrell Kopke, Aedelhard’s cofounder and chief executive officer.
“Dressing well is a form of good manners, and we’re simplifying the process with pieces that are easy to combine, accessibly priced, well-made and designed with intention,” added Michael Nguyen, cofounder and creative director.
Aedelhard wants to disrupt the technical apparel market with elevated, classically tailored and functional performance apparel. The company considers its pricing disruptive, with trousers retailing for $150, blazers, $380 and shirting, $120. “We’re bringing tailoring for the masses,” said Kopke.
The label was conceived