The title of Baron instinctively draws connotations of men with impeccable lineage, multiple mistresses, and a taste for cucumber sandwiches... but "post-chillwave" music artists? Not so much. Noble people listen to Mozart and self-pontification not
a music genre that 99% of people are still scratching their heads about.
Despite this, the collaboration between New York men's label, Baron Wells, and Toro Y Moi
makes perfect sense. In terms of refined, predominately business-suited menswear, BW is definitely on the edgy side. TYM (aka Chaz Bundick) is kind of the same in his genre of music: a bit of a rockstar in a style that otherwise has a metaphorical tendency towards pitches of Pimms and finger-food.
The result between the marring of this middle-ground is sweet indeed: a little bit GQ but thankfully scruffier around the edges. There's lots of baby blue, high-necked shirts, and more smooth businesswear than you office-inclined men can poke a sales pitch at. The usually subdued American label has also jazzed it up with a couple of printed tee-shirts and a relaxed photographic take on the modern SNAG's daily start to life.
Toothbrushes aside, there's still an animal-skin rug here or there. Just to remind you of the label's noble roots, y'know?
More at baron-wells.com