British menswear brand subverting classics with signature embroidery, textured knits, and a playful, pop-culture-savvy approach.
ORIGIN
United Kingdom
PRICE TIER
contemporary
Founded in 2009 by Chris Gove in East London, Percival has carved a distinct niche in contemporary menswear by “subverting the classics.” Originally launching with a focus on British-made wardrobe staples, the brand has evolved into a direct-to-consumer powerhouse known for its playful yet wearable aesthetic. Percival’s design ethos centers on taking traditional silhouettes—the trench coat, the Cuban collar shirt, the knitted polo—and updating them with unexpected textures, rich fabrics, and its signature embroidery, which often features motifs like dandelions or ramen bowls.