William Palmer made the bold decision to go it alone and create his eponymous brand. PALMER's roots go back to the Weston-super-Mare designer's youth. The brand is the result of his innate pride in the country that raised him in contrast to the memories of growing up in a broken Britain.
Coming of age at a time when manhood was championed by the Chav cultureculture, PALMER was designed to turn around uncompromising ideas of what it meant to be a man back then and the effect those stereotypes still have on society today. PALMER's nostalgic and dynamic pieces reinvent iconic menswear staples. The use of playful details defies toxic masculinity, paying homage to quintessential Britishness while redefining what "dressing like a man" means.
