Jamie Backshall’s eponymous brand explores the tension between fragility within masculinity. His work often starts from a personal place reflecting on his own experiences as a man in a world that often asks us to ‘harden up’. His collections aim to reveal what’s usually hidden, to gently peel back the layers of what masculinity could be. Interested in the moment someone looks ‘tough’ but has a sense of vulnerability. His brand is built on contradiction. It’s fantasy vs reality. He’s inspired by the clash of youth culture, the hardness of real life, then softened, twisted and reimagined.

‘We aren’t supposed to be heroes’. The phrase that runs through everything he does. It speaks to the pressure placed on men to suppress, to harden, to carry the weight without complaint. He wants to subvert that.

The brand will always sit at the intersection of fashion, feeling and culture. He’s building something meaningful, with purpose and depth. Jamie Backshall wants to soften the world, just a little.