Brand Focus - A Kind of Guise

Your next favourite brand.

Whenever I travel, my itinerary usually revolves around the clothing stores I want to visit. It’s become a way for me to explore the city and get a feel for its vibe. I’ve even convinced my partner that it’s the best way to see a place.

Heading back to Berlin, where we lived for nearly four years, was no different. I had my usual stops—those Humanas that never let me down—but there was one store I hadn’t visited before, A Kind of Guise.

Perhaps AKOG wasn’t quite my style during my time living there, or maybe it was just out of my budget, but it didn’t catch my attention back then. However, on my first trip back to Berlin since moving away, AKOG was at the top of my list.

Here’s why.

1. I love their storytelling.
   “It started with a request from our good friend, the groom-to-be, who asked for a tailor-made suit to ensure he was the best-looking guy on his wedding day.
   It ended with us providing attire for the entire wedding party, from the best man to the fathers of the bride and groom.”
   Link here.

2. Quality of the products.
   Of all the Brand Focuses I’ve written, including every creative's favourite Stockholm-based brand, this quality feels the best.

3. Locally (European) made.
   Whether it’s Italy, Germany or Portugal, their products have a handmade feel. Local is usually associated with higher quality and in this instance, that is definitely the case.

4. Humble beginnings.
   Ironically, it is very similar to Ralph Lauren’s start. Think neck ties and a university project.

5. Use of locals instead of models.
   Each season, they use local old fellas in the cities they travel to instead of models found on Instagram. This resonates with me in a big way—even ask my partner. I’ve got a thing for steezy old dudes—bonus points if they have a cane.

   

   A photo I took of some old fellas at a wedding I was recently at in Italy.

Now let's get into it:

When it comes to understanding your brand, AKOG is a textbook example. Any brand can create a product, but few can create an experience. AKOG offers its customers not just clothing, but a story of craftsmanship, culture, and an appreciation for the finer details.

Me shopping at their store in Berlin.

AKOG is understated elegance. It’s not about making a loud statement but rather about creating pieces that speak softly but carry a big impact. This is a brand that knows its audience – those who value quality over quantity.

One of A Kind of Guise's key strengths is its commitment to local production. Mostly Made in Germany, each piece is crafted with a level of precision and care that is becoming increasingly rare in today's fashion landscape. Their designs feel like they come from a different era, when people took pride in their craftsmanship. This dedication to quality is evident in every stitch, every fabric choice, and every design detail. It's not about following trends; it's about creating timeless pieces that will last and remain relevant for years to come.

Their collections are a journey through different cultures and traditions, yet they maintain a consistent thread that ties everything together—a love for high-quality materials and an eye for detail. Whether it’s handwoven fabric from Italy or a pattern inspired by a trip to Japan, AKOG's collections reflect the world, seen through a lens of refined simplicity.

For any brand looking to build a strong identity, AKOG offers a masterclass on how to do it right. It’s not about being the loudest voice in the room; it’s about knowing who you are and staying true to that vision, no matter what. In the end, it’s this level of consistency and dedication that turns a brand into a legacy.

If you are looking to find an independent brand worth spending money on and can guarantee the product will be worth it, this is your new brand - “Quality over Quantity”.

Give their Instagram a follow and treat your wardrobe to something you’ll have forever.

As always, thanks for your time.

Hayden