British Coastal Style for Men: From Seaside to City

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There's a shift happening. You can feel it in the air—not just the salt breeze off the Bristol Channel, but something in the way we're dressing.

Coastal style has left the beach. It's walking the pavements of Bristol, Manchester, even London. What was once reserved for Devon boardwalks and Cornwall cliff paths now feels right at home on city streets.

And honestly? I couldn't be happier about it.

I'm French, fifty-two, living in Bristol with my English wife and four kids—three teenagers and a ten-year-old.

For years, my style leaned Scandinavian. Clean lines. Functional fabrics. Arket, Asket. The Japanese approach too—Muji's quiet simplicity. I liked the restraint.

But something changed.

The more time I spent in the South West, the more I found myself drawn to the coast. Not in a touristy way. Not in a "let's buy a stick of rock and a bucket hat" way. But in a deeper sense. A recognition that the clothes I wanted to wear were changing. They needed to feel grounded. Authentic. Lived-in.

That's when I discovered the brands that now shape my wardrobe. And I want to share them with you.

The Brands Leading the Movement

Let's start with Seasalt Cornwall.

There's something about the Cornish coastline that makes you slow down. The air feels cleaner. The light, softer. The pace, gentler. That's exactly what Seasalt captures in their menswear. Rooted in coastal living, their pieces blend timeless design with effortless practicality. Their prints are inspired by Cornwall's landscapes—hand-painted florals, abstracts from vintage travel journals. Clean silhouettes. Quality fabrics. Nothing flashy, nothing shouted.

And they're serious about craftsmanship. Their collaboration with Patrick Grant's Community Clothing on menswear essentials—chore jackets, selvedge jeans—spotlights British manufacturing at its best.

Then there's White Stuff.

Founded in 1985 by ski enthusiasts, this brand has evolved into something genuinely interesting. Their ethos? "Life would be dull if we all looked the same." I love that. Their menswear is simple but never boring. Jeans that feel like you've worn them for a decade. Chinos that might just make you kick that denim habit. And their commitment to sustainability is real.

FatFace deserves another look too.

I'll be honest—I used to walk past their shops. The branding felt a bit... safe. But something's changed. Recent revamps have moved the brand away from "frumpy" toward elevated staples. Wide-leg linen trousers. Hero denim pieces. Practical, yes, but stylish in a quiet way. And they're serious about sustainability too. Their new navy straight fit pleat front twill chinos are a perfect example—smart-casual, 100% cotton, with a relaxed pleat that gives them a tailored sensibility without feeling stiff.

Rooted Ocean is a newer discovery, but one I'm genuinely excited about.

Founded by surfers and ocean enthusiasts, they focus on organic materials and ethical production. Their classic hoody—300gsm, 100% organic cotton, printed and labelled in their Bude workshop in Cornwall—is the kind of piece you reach for again and again. Timeless style rooted in surf and skate culture. Earthy tones. Cool blues. Perfectly coastal without being obvious.

Finisterre deserves a mention too. Born in St Agnes, Cornwall, they're all about product born from the sea. Neoprene, wool, technical fabrics designed for people who actually spend time in the water. But the aesthetic translates beautifully to city life. Functional. Minimal. Purposeful.

A Note on FOLK

I need to mention FOLK.

It's my absolute favourite brand, even though it's not coastal. London-based, founded in 2001. Understated quality. Attention to detail—unique stitching, hidden pockets. A muted colour palette.

But here's the thing about summer. FOLK really comes alive.

Their short-sleeve shirts are something else. The prints are subtle but distinctive—geometric patterns, abstract marks, colours that feel both considered and relaxed. They're not loud. They're not trying too hard. They just sit beautifully on the skin, in lightweight fabrics that breathe.

And their shorts? Perfect proportions. Not too long, not too short. Clean lines. Pockets that actually work. The kind of shorts you reach for again and again, whether you're heading to the beach or just grabbing coffee in town.

FOLK bridges the gap between my Scandi/Japanese minimalism and the British coastal aesthetic I'm embracing now. The commitment to simplicity. The obsession with quality fabrics. The relaxed-but-not-sloppy fit. And in summer, that bridge feels especially natural—lightweight, easy, effortlessly stylish.

When I wear a FOLK printed shirt with a pair of Seasalt shorts, or FOLK shorts with a simple tee and a FatFace chino jacket, it just works. The textures complement each other. The colours sit comfortably. The overall feel is relaxed but intentional.

Why This Matters Now

The shift is real.

Brands like FatFace are shaking off old reputations and becoming go-to for summer capsule wardrobes. Seasalt's collaboration with Community Clothing proves British craftsmanship is back in focus. Coastal style is no longer niche. It's a movement.

And there's a reason.

We're all craving authenticity. Connection to place. Clothes that tell a story—not through logos, but through materials, textures, and the way they wear over time.

The coastal aesthetic offers that. It's about quality and comfort, not trends. The kind of clothes that quietly become favourites. Ready to be worn, re-worn, and weathered beautifully.

Me, wearing my favourite FOLK shirt.

Key Pieces & How to Style

So what does this look like in practice?

Start with a Seasalt chore jacket. Structured yet relaxed. Quality fabric that feels substantial without being heavy. Layer it over a simple white tee, and it takes on a cinematic quality against grey skies and sea spray. Understated. Classic. Quietly confident.

For warmer days, swap the jacket for a FOLK printed short-sleeve shirt. The print adds personality without screaming for attention. The cut is relaxed. The fabric is light. It's the kind of shirt that works with shorts, chinos, or even worn open over a tee. Effortless summer style.

Add FatFace's navy straight fit pleat front twill chinos. These are an easy smart-casual staple. Crafted from 100% cotton, with a relaxed pleat at the front, they're finished with belt loops and practical pockets for everyday wear. The straight leg and subtle pleat give them a tailored sensibility that feels distinctly city-ready, while the navy tone keeps them grounded in the coastal palette. Pair them with a simple tee for laid-back plans or dress them up with a shirt.

Or, for a more relaxed look, go with FOLK shorts. The proportions are perfect—clean, considered, comfortable. They work with a printed shirt, a simple tee, or even a lightweight knit on cooler summer evenings.

Finish with Rooted Ocean organic cotton—a hoody or a tee that adds that surf-culture edge without shouting about it.

The formula is simple: quality fabrics, relaxed fits, earthy colours. Pieces that transition from a cliff walk to a city lunch without a change of clothes.

How to Wear It

The beauty of this aesthetic is its versatility.

A FOLK printed shirt with FatFace chinos works just as well on Bristol's streets as it does on Cornwall's sands. Swap the chinos for FOLK shorts, and you're ready for a beach day. Add a Seasalt chore jacket over the top, and the same outfit works for a cool evening by the coast.

The FatFace pleat front chinos are the backbone—smart enough for a city meeting, relaxed enough for a coastal pub lunch. Rooted Ocean organic cotton paired with minimalist accessories from Arket or Asket—effortless.

And that's the point. Coastal style isn't about looking like you're on holiday. It's about carrying a sense of place with you, wherever you go.

The muted landscape of Cornwall naturally complements the colour palette of these brands. The deep earths, sea blues, and muted neutrals. There's an honesty in both the scenery and the clothing. No fuss. No flash. Just timeless design that works season after season.

Final Thoughts

I've been writing about fashion and lifestyle for more than thirteen years. So I'm not just some guy who woke up one day and decided to talk about clothes. I've thought about this. I've lived it. I've watched trends come and go, and I've learned to trust my instincts.

But here's the thing. I'm still just a fifty-two-year-old Frenchman living in Bristol, trying to dress in a way that feels authentic.

And that authenticity doesn't mean abandoning everything I loved before. I still reach for my Muji pieces—the quiet simplicity, the functional design. I still love Arket's clean lines and Asket's commitment to quality. That minimalist approach isn't going anywhere.

But now, it sits alongside something new. Something that feels just as true to who I am.

The coastal minimalism I've discovered—this blend of Scandinavian simplicity, Japanese restraint, and British coastal ease—feels like home.

Not the home I grew up in. The home I've chosen.

And that's what style should be, isn't it? A reflection of who you are and where you've been. The places that have shaped you. The brands that tell your story.

For me, that story is now written in Seasalt's clean silhouettes, White Stuff's unique prints, FatFace's elevated staples, FOLK's understated quality, and Rooted Ocean's surf-inspired simplicity. All sitting comfortably alongside my trusted Arket and Muji pieces.

It's a story that moves between worlds—from Scandinavian minimalism to British coastal ease, from seaside holiday to city street. And I'm enjoying every chapter.

Jerome

About the author: I'm Jerome, founder of Dapper & Groomed. I've spent the past 13 years testing and reviewing fragrances, grooming products,fashion and men's lifestyle gear on this blog and on my YouTube channel. My reviews are never approved or previewed by brands — just honest, real-world testing from a dad who's been at this since 2013.