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EDITOR PICKS

THE EUROPEAN BRANDS TO KNOW

By Chris Sayer, July 10, 2018

If you're lucky enough to be traveling somewhere in Europe this summer, you're probably going to want a cool souvenir to remember your trip. So, how about getting in early with a nice T-shirt from one of the continent's coolest labels —with the added bonus that you can enjoy it while you're there too? From Wood Wood to Fila, here's a rundown of the freshest European brands to get up to speed with before you take off and where to find more of them on your travels (because you really don’t need another wacky fridge magnet, let's be real).

A selection of Wood Wood clothing | ASOS Style Feed

Denmark

Copenhagen is to menswear aficionados what Walt Disney World is to kids — an absolute jaw-dropping heaven that’ll have you frantically skipping from must-hit spot to must-hit spot until you’re sleepy. So, to cram it all in, you’re going to need a strategy. We say, ease your way into Copenhagen shop-ageddon by warming up at Alis — the indie skate brand from the uber-cool Christiana district of the city — before tacking on the big boys like Norse Projects, Soulland and Han Kjøbenhavn. Your tasty dessert? A session at Wood Wood to indulge in the brand's classic logo T-shirts, slick denim pieces and graphic long-sleeved tees.
A pair of adidas joggers | ASOS Style Feed

Germany

OK, so Germany’s big cities are where to head if you’re looking to bag some local, yet globally sought-after, brand brilliance: you’ll get a load of A Kind Of Guise and WeMoto in Berlin and emerging hip-hop and basketball-influenced streetwear label Beastin in Munich and Hamburg. But for a historic pilgrimage to one of fashion’s most historically important locations, head 20 minutes northwest of Nuremberg to Herzogenaurach — ground zero for the bitter sibling rivalry that spawned adidas and PUMA. Tread through the town that was divided over a question of loyalty by the shoe-making Dassler brothers, then decide which sneaker legend to pledge your allegiance to...

A selection of Pull&Bear garments | ASOS Style Feed

Spain

You’re not getting into that swanky little Las Ramblas tapas bar wearing those soggy swim shorts, sliders and SPF 30-stained tee. But don't stress, you’re in the home of high-quality high-street menswear. Start by switching those sliders out for a set of iconic white El Ganso pumps, that tee for a nice floral-print short-sleeved shirt from Pull&Bear and those swimmers for Massimo Dutti slim-fit cotton chinos for a gloriously affordable emergency dinner ‘fit. Let the patatas bravas and calamari consumption begin.

A long-sleeved Fila top | ASOS Style Feed

Pictures: ASOS

Italy

Unless you’re checking in a suitcase full of cash to afford a few pieces from the god-league fashion houses, there are two key choices for your stylish Italian souvenirs. Either sharpen your elbows and beat the hypebeast hordes to cop a piece from Francesco Ragazzi’s upscale skate-inspired brand, Palm Angels. Or, embrace the resurgence of the historic Paninaro look — a Milanese youth movement born in the '80s — and nab yourself some Superga shoes, a Fila tee and tons of Stone Island finery.

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