The British country attire aesthetic is experiencing a notable rise in popularity within men's fashion, attracting individuals seeking to adopt an "old money" style. This trend is marked by a demand for garments such as half-zip jumpers, flannel shirts, tweed jackets, and check coats.
Retail market data indicates a significant increase in interest; for example, a major retailer reported a 300% rise in searches for tweed jackets and a 100% increase for check coats in a recent week. Public figures are also associated with the trend, including Stanley Tucci, who has collaborated with cashmere brand N Peal, and Alan Carr, observed wearing tweed blazers and overshirts from British brands like Wax London.
Cultural commentators offer explanations for this renewed appeal. Author and commentator Jason Diamond attributes it to men's evolving focus on personal style. Additionally, Davis suggests the trend taps into a romanticized view of a more analogue time, providing a sense of comfort and rootedness in contrast to the digital modern era. Bestselling items include half-zip jumpers and multi-pocketed field jackets, highlighting practical yet stylish components of this enduring fashion movement.
Source: https://www.theguardian.com/fashion/2025/oct/24/rich-autumn-dad-david-beckham-country-menswear-trend