Slowly but surely is an underrated mantra. At a time when climate change is dominating the global agenda and sustainability is at the forefront of our collective mind, it seems the fashion industry can’t get over its obsession with fast fashion, churning out more and more cheap clothes that are destined for landfill.
Therefore it’s important we continue to champion the companies taking a slower, environmentally-friendly approach. And one such brand that has become impossible to ignore is Theodore Herald.
Soft Power and The Gentle Man
Theodore Herald is flying the flag for ‘soft power’. The brand believes that in this new age of masculinity it’s no longer cool to be the loudest man in the room. Instead, it is championing a more positive, evolved representation of what it means to be male: The Gentle Man. And this more considered approach to life also transcends to clothing.
Gone are the days of stuffy formalwear and power dressing. The Peruvian label specialises in soft, tailored essentials made from premium native materials such as Royal alpaca and Pima cotton. The result is effortlessly elegant, enjoyable-to-wear garments that are decidedly unpretentious.
Key Knitted Pieces You Need In Your Autumn Wardrobe
As you would expect, Theodore Herald’s debut collection is understated and effortlessly stylish. The finest Peruvian fabrics meet soft, iconic Italian design to create understated pieces that quietly impress. Titled ‘Roots’, it features five carefully curated knitwear staples, all of which can be dressed up or down to suit the occasion.
The round-neck sweater and cardigan are highlights of the range, with both incorporating the brand’s standout Quipu hand stitch in baby alpaca 3-ply. This 14-gauge fabric makes for the perfect autumn material: lightweight but comfortable and great for layering.
The T-shirt knits also feel like a revelation. Simple but sophisticated, these are the sort of breathable yet robust pieces that can be teamed with a soft-shouldered blazer for a smarter look or slipped under a bomber jacket for a casual but carefully considered outfit. A beautifully elevated take on the standard cotton jersey tee.
The brand’s heritage is a celebration of Peruvian prowess. Widely known for the quality of its yarns, Theodore Herald channels the country’s progressive, innovative and responsible approach to environmental issues.
Unlike other animals used for cattle and wool, alpacas – the wool of which forms an integral part of its collection – are environmentally gentle animals with a low carbon footprint. If anything they have a revitalising effect on their surroundings. The brand uses the kinder Inca shearing technique, producing its yarns in a certified partner eco factory using renewable solar energy and keeping to strict certified Good Trade practices.
All In The Details
Just because the Gentle Man isn’t in your face and obnoxious, it doesn’t mean he wants to blend into the background. And Theodore Herald has ensured that this won’t happen by obsessing over the finer details.
A piqué stitch and Riri zipper in the polo shirt zip-neck; cable knits and a piqué stitch in the T-shirt knit; intarsia in the polo shirt knit; and a ‘Quipu’ stitch in the cardigan and round-neck sweater not only help the Gentle Man stand out in a subtle and considered way, but are a celebration of Peruvian craftsmanship.
A Masterful Approach
Theodore Herald is a brand that makes sense. It’s no surprise to see a Peruvian company finally championing the quality of alpaca wool on the world stage and it was only a matter of time before someone did it in a sustainable and ethical way. Yet the brand is more than just about what it sells – it’s building a community, starting a movement and bringing soft power to the forefront, championing a slow but masterful approach.
Needless to say, we’re very much for it. A call to action from Ape to Gentle Men everywhere.
A paid partnership with Theodore Herald – words and opinion are Ape’s own