Upstart brand looking to stand out in the crowded marketplace? Use this simple cheat code: get a gaggle of swaggy geezers to model your clothes. 

This trick has made the small Japanese label refomed one to watch, thanks to its elder-heavy lookbooks. But here, it’s less a hack than an ode: the brand is heavily inspired by designer Yoshiki Ando’s grandfather, who ran a plastering and stonemasonry business. This kind of blue-collar north star translates perfectly to the brand’s mix of elevated workwear, exaggerated silhouettes, and heavyweight fabrics.

Like many Japanese brands, Ando’s label has built itself on artisanal textile treatments and exquisitely precise tailoring since its founding in 2019. But what sets refomed apart is the authenticity of its cast of oldies.

Fashionable grandparents are hot right now, which is helpful, but using these models also serves another purpose: any surprise element in its collection stands out more thanks to the unconventional people wearing the clothes. 

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Just look at refomed's Spring/Summer 2027 collection, which slyly introduces a new take on Dickies’ work pants — blown up to super-baggy, skatewear proportions, and finished with a ruched side seam. (refomed tends to cast older gents for its campaigns, knowing full well they just look darn cool.)

In an industry increasingly preoccupied with slimming down, this kind of roomy silhouette is a welcome sight (and feels authentic to refomed's working-class-meets-elevated-tailoring vision). 

The entire collection is packed with great bits — boxy jackets with extended collars, tailored shirts with high side slits, comically wide ties — but catching sight of the cast of granddads in big, billowing pants? Never gets old, pun intended. 

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