As an antidote to the seam of hyper-femininity that runs through the spring/summer trends (think ice-cream shades, sheer fabrics and a sprinkling of iridescence) Each x Other's androgynous aesthetic cuts through with refreshing clarity.
Launched for autumn 2012, the Parisian label has this season added Selfridges, Harrods and Net-a-Porter to a roster of stockists that already includes Colette in Paris and Barney's New York.
But the names that are of most interest are those on its roll call of collaborators. Something of a "publishing house" for fashion-related items, Each x Other works each season with artists such as Robert Montgomery, Douglas White and Daniele Innamorato to develop limited-edition pieces based on a checklist of wardrobe staples.
"We're thrilled to have the global online exclusive," says Holli Rogers, fashion director of Net-a-Porter. "It creates truly unique collections through collaborations with artists and musicians and it's this creative fusion that sets the brand apart. This season pieces designed by Robert Montgomery, Naco and Thomas Lelu have an edgy and androgynous feel for an effortless approach to dressing."
The unisex clothes – slick tuxedo jackets, super-sized sweaters and crisp white shirts – are all manufactured in Europe before being distressed and manipulated by hand to add individuality and another layer of depth. The talents of the artists involved include sculpture, photography, film-making and writing. Although these are not names at once familiar to most outside the art world, rest assured their credentials are suitably impressive. Most sharing a mind-set that rails against uniformity of design and enterprise – perfectly in-step with that of the brand.
The label will be available later this week in the Quiet Shop at Selfridge's – the department store's experimental new No Noise concept which will attempt to promote a purer approach to design. Featured alongside avant-garde designers such as Yohji Yamamoto, Maison Martin Margiela and Ann Demuelemeester, the Each x Other pieces have been chosen for their "clean and hushed graphics".
As well as the limited-edition designer pieces there is an "essential collection" made up of T-shirts, denim and other wardrobe staples which retain the brand's signature striking style.