In Focus | Three Pieces, One Summer: Why SS26 is all about knowing what you actually want
SS26 is done with trying to please everyone. Building beyond quiet luxury and pared-back minimalism, the mood has shifted, and it's heading somewhere more interesting.
The forecasters are calling it "soft power": confidence without sharp edges, character without noise. The season has a Refresh theme: lightness, renewal and craftsmanship. And the consensus is clear: natural tones, tactile fabrics, and a wardrobe that moves between worlds without breaking a sweat, with a little added fun for summer.
Three pieces from our new collection sit right at the centre of all of that. Here's why they matter.
Let's start with our Palma cardigan, because this one surprised us. We knew the design was good- red knitted palm trees climbing out of the pockets of a cream organic cotton cardigan, navy trims, tortoiseshell buttons, inspired by the easy glamour of Palma de Mallorca. But the response has been something else.
And it makes sense when you look at what SS26 is actually doing. Organic cotton and natural fibres are no longer just the sustainable option — they're the luxury option. Consumers are choosing materials that feel good, last, and carry integrity. The Palma is 100% organic cotton, machine washable, and built to be worn a lot. That's the brief that matters right now.
Stylistically, it fits the SS26 playfulness while still being wearable from the office to the boat-deck. Those in the know talk about "elevated craftsmanship and authenticity" as a counter to mass production- pieces that reward you for looking closer. The Palma is exactly that. Wear it over a swimsuit on the way back from the beach. Wear it with high-waisted navy denim on a Tuesday in London. It doesn't care either way.
A longstanding Jam favourite, the guernsey is having a cultural moment, and not in a nostalgic, heritage-packaging kind of way. In a this-is-actually-what-people-want-to-wear kind of way.
Functional coastal style is one of SS26's most significant directions. The guernsey shape has always done this naturally; it's the very definition of a classic which never goes out of style. One of our versions this season is unisex, 100% cotton, and comes with a knitted 'J' at the chest and a lobster at the hip that nods to the traditions of the South West fishing industry.
That backstory matters more than it used to. Mindful consumption is a defining SS26 theme- people want to know what they're buying and why it exists. The J Lobster Guernsey has a genuine answer to both questions. It travels from city to coast and back again without missing a beat, in a colour palette (navy and cream) that is precisely where SS26 menswear wants to be.
The Nantucket 3.0 Martini Edition. Two sell-out seasons in. Third iteration. We brought back the Nantucket because, frankly, you kept asking us to.
The Martini Edition is the boldest version yet- a red martini glass on the left breast, a lemon on the right pocket, cream ecru cotton, navy trims. It's a party shirt that's technically a knitted cardigan. It doesn't need much explanation, and that's the point.
What's interesting is how well it maps to the broader SS26 mood. Where SS25 was defined by clean minimalism, SS26 is consciously turning up the volume — more expressive, more playful, more willing to commit to a look. The Nantucket 3.0 has always been about commitment. You put it on, you're having a good time. The knitwear does the talking.
It's unisex, true to size, and pairs with navy trousers or swimwear. Designer's orders.
SS26 is a season that rewards knowing your own taste. Not chasing trends for their own sake, but finding the pieces that carry enough craft, enough character, and enough versatility to actually earn a place in your wardrobe. We think these three do exactly that.
