BRAND SPOTLIGHT: THE NEW COUNTY

October 27, 2016

The New County, with its cosy faux fur and bomber silhouettes is the perfect winter wardrobe addition.

There’s been a turn in the weather and we’re investing in faux fur, teddy textures and cosy fleeces for the winter months. The New County, developed by British-Nigerian designer, Wale Adeyemi is the perfect wardrobe addition to counter those cold weather moments.


We spoke to Daniel Lewis from the menswear buying team to get his thoughts on the new line:

“For AW16, we have collaborated with The New County on an exclusive range of faux fur outerwear pieces. Working with the award winning British-Nigerian Designer Wale Adeyemi, we have created some stand out pieces of outerwear. Taking the bomber silhouette we’ve put a new spin on it by utilizing the faux fur material to create solid Black and Olive colorways and a patchwork bomber which really stands out. We’ve also got an exclusive patchwork poncho and two long faux fur coats to complete the range.”



We caught up with the team at The New County to ask them some quickfire questions about the brand.

UO: Can you describe the brand aesthetic in three words?

Nomadic, vintage-inspired, timeless.

UO: What is your creative process; does aesthetic or functionality come first?

Functionality comes first and then we add the style.

UO: Where did the initial idea of combining staple items with experimental textiles come from?


We found that very few men would push the boundaries in terms of fabrications in their wardrobes. By using silhouettes they feel comfortable with is a way of helping the styling process.

UO: How would you describe the New County man? We’ve found the New County man to be extremely varied. He does not stick to one particular trend. We have a very strong following across Europe. Each person wears the brand in their own unique way which is why we have said they like to be experimental with their style.



Shop: The New County