New Los Angeles-based Men’s Brand Vayder Lands at Selfridges

LONDON — The new, denim-focused men’s brand Vayder isn’t wasting any time with its international rollout. Vayder’s fall 2023 debut collection has just landed at Selfridges in London, and the brand will also be sold at Harrods, Holt Renfrew and Saks, in addition to the brand’s new e-commerce site.

Vayder’s denim and rtw collections have a polished, vintage feel and draw inspiration from the ’80s and ’90s, according to its four founders: Jon Geller, Adam McCowan, Jeffrey Azoff and Shawn Holiday.

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Geller, a fashion industry professional, and McCowan a designer, had collaborated on men’s collections before, at brands including Paige Denim. They tapped two entertainment executive friends, Azoff and Holiday, who in the past have managed the likes of Harry Styles, Cardi B and the Eagles, to create the collection.

A look from the new menswear collection Vayder, which is based in Los Angeles.
A look from the new menswear collection Vayder, which is based in Los Angeles.

Geller and McCowan said their inspirations are drawn from music, art, design and sports, with references that range from “an athlete’s style on and off the court, to the precision engineering of a sports car, to the endless creativity of an artist, or the attention to detail in fine tailoring.”

Going forward, they said Vayder’s mission will be “to support and engage with communities that empower creativity and eclectic culture.”

The brand’s art director is the photographer Michael Muller, who works across fashion and the film industry.

The collection features Italian-made denim and hardware, as well as hand-cut leather. The denim ranges in price from $355 to $575, while the rtw runs from $355 to $2,000.

Geller said he was keen for the brand to be stocked at Selfridges “because they believed in our brand and vision from the onset. That vision absolutely aligns with Selfridges’ mission to power imagination and the creative spirit.”

Selfridges will reveal the debut collection in the windows of its Oxford Street flagship on Sept. 21. Geller added that Vayder is also the first brand to use the Selfridges-owned DeLorean as part of an in-store display.

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