The Tamesis
New designers enter the fashion market every day. There are always some under-the-radar brands that deserve the attention of editors, buyers, or shoppers. This is arguably one of the most exciting aspects of working in this industry, starting with discovering a new brand, buying it, wearing it and sharing it. But what I’ve learned over the years of searching for new brands is that first doesn’t always mean better, and Fashion We like to slow burn and share the stories of new designers in their second or third seasons as much as they were in their first. This is arguably when they need support the most, and is often when their design DNA, vision and product development really start to take shape. Now in its third season, Ossou is a perfect example of a new brand that gets better and better over time.
I was first introduced to Ossou by CEO Joey Laurenti, an industry veteran with a keen eye for new talent and a familiar face in 2025. He told me he’s working on a new denim brand with founder Nina Kholsa (also the founder of Fforme) and creative director Talia Shuvalov. My initial thoughts before seeing any of the products were: denim is not an easy category to launch into. It consists of a small community of brands and is driven by customer loyalty. Getting consumers to switch denim brands is a bit like moving house – there are rewards on the other side, but getting there can be challenging. However, after previewing the series through sketches, I was immediately invested, thanks in no small part to (drum roll please) the button hardware. Its dedication to detail gives denim a royal, special feel, almost like tailoring. I knew then that Ossou wasn’t going to be just another denim brand; it was going to be a brand. The team behind it is ambitious and hopes to expand into new categories and build it into a comprehensive wardrobe brand. Fast forward to now and this couldn’t be truer: Ossou celebrates basics, but also trends, and in its latest collection you’ll of course find denim, shirting, knitwear and a range of standout jackets, all with a signature design DNA that always adds an unexpected element to everyday style.
I’d been basking in the compliments my Drift jeans had been receiving, and I wanted to experience the brand beyond denim, so I walked into their SoHo showroom to try out the new collection. For those who are new to Ossou, if you like the depth of design and use of color in Jil Sander, Issey Miyake & Róhe you will definitely like this brand, here are the five styles I recommend investing in.
