For the modern man navigating the currents of contemporary style, Ben Sherman presents a fresh voyage with their SS25 “By The Coast” collection. This isn’t your grandfather’s yacht club attire; instead, B by Ben Sherman charts a course for younger, fashion-forward individuals seeking that elusive sweet spot where heritage cool collides with cutting-edge street sensibility. Prepare to be swept away into a world where sartorial sophistication seamlessly merges with laid-back leisure, all inspired by the vibrant, breezy spirit of coastal living.

Imagine yourself transported to the sun-drenched ambience of Brighton’s famed yacht clubs, the very air thick with the scent of salt and the gentle clinking of rigging. This is the evocative backdrop against which the “By The Coast” collection is meticulously crafted. It’s an ode to yacht culture, not in its stuffy, traditional form, but in its most effortlessly elegant and carefree guise. The colour palette itself paints a vivid picture of this seaside idyll. Think of days drenched in sunshine, the soft hues of sun-bleached corals, the gentle warmth of misted yellows, and the grounding depth of granite greens. Each shade pulsates with a youthful energy, a vibrant reflection of modern style interpreted through a coastal lens.

At the heart of “By The Coast” beats a celebration of timeless menswear trends, thoughtfully reimagined and revitalized for today’s discerning gent. Bold, eye-catching map and boating prints clash and coalesce with classic candy resort stripes, creating a visual symphony that’s both refined and playfully contemporary. French terry sets offer the ultimate in relaxed sophistication, perfect for those languid afternoons spent harbourside.

Even the classic stripe receives a fresh injection of cool, infused with yacht club-inspired graphics and typography that speak to a heritage reinterpreted for the now. And for those who favour a touch of retro charm, 90s sportswear influences emerge in candy-coloured chino shorts, offering a nostalgic wink to a bygone era with a definitively modern silhouette.

The key pieces within the SS25 collection serve as perfect anchors for your warm-weather wardrobe. Knit polos, far from being stuffy preppy staples, are redefined with smart, textured elegance. Crocheted detailing adds a touch of artisanal flair, while summer-ready pastels ensure they’re the ideal companion for those leisurely afternoons spent basking on deck – or simply enjoying a sun-drenched terrace in town.

Oversized tees, bursting with youthful vigour, become statement pieces in their own right, adorned with vibrant colour combinations and bold yacht club graphics. These are not your basic tees; they’re a wearable expression of coastal cool. And those retro-inspired shorts? They offer a playful nod to nostalgia while maintaining a distinctly contemporary edge, proving that comfort and style can indeed coexist.

For the younger, style-conscious man seeking to embrace relaxed refinement without sacrificing a touch of vibrant personality, the Ben Sherman “By The Coast” collection is an unequivocal invitation. It’s a chance to embody the timeless charm and carefree spirit of Brighton Beach living, woven into every considered thread.