per götesson

Swedish-born, London-based designer Per Götesson launched his eponymous menswear label in 2016 after graduating from the Royal College of Art and being selected for the Fashion East incubator. Rooted in his rural Swedish upbringing and a hands-on, DIY approach, Götesson’s work elevates mundane wardrobe staples by adding a layer of poetry and romance. He is known for reimagining modern masculinity with a softer, more fragile, and inclusive perspective, deconstructing familiar items like jeans and workwear through innovative draping and exaggerated proportions. His signature slashed garments and fluid silhouettes challenge traditional menswear codes, creating a look that is both avant-garde and emotionally resonant.\n\nSustainability is a core element of the brand, demonstrated through the consistent use of repurposed and deadstock materials. This resourceful ethos extends to his collaboration with his partner, jeweler Husam El Odeh, who creates accessories from discarded objects. Götesson has received significant industry recognition, including a NEWGEN award from the British Fashion Council and successful collaborations with brands like Weekday, which sold out almost instantly. The brand’s process-led design, which often incorporates digital craft and personal narratives, has established it as a thoughtful and innovative voice in contemporary fashion.