Designer to Watch|WHAT WE WEAR  by  TINIE TEMPAH AW18

Men’s Wear Monday | WHAT WE WEAR  by  TINIE TEMPAH 

The WHAT WE WEAR show is one of my treasured shows to attend during London’s Fashion Weeks Menswear shows. I have a passion for sportswear and hope the trend stays around.  This season the team behind WHAT WE WEAR with the creative mind of TINIE TEMPAH paid homage to the everyday worker uniform. 

“Sportswear is always going to be in my DNA”

Designer to Watch WHAT WE WEAR


In only its third season at London Fashion Week Men’s, What We Wear might is relatively a  new player on the London schedule, having had only presentations before this season. Yet the brand has fans, followers and a lot of likes and has fast become one of the biggest (and most anticipated) shows and you can tell by the who is who in the attendees The creative director and charismatic rapper Tinie Tempah are making music on the runway for men.

He brings a different swag mixed with great British tailoring to the menswear market.  Has the artist brought back the error of hip-hop stars entering the fashion game?  His designs are better then Sean John I think.



This was especially true for the brand’s London Fashion Week Men’s show, where we saw a distinct evolution in the What We Wear aesthetic. The tracksuits Tempah has made his signature were there, but we saw them take on a whole new form in both their cut and in the way they are intended to be worn.  Even the ladies in the crowd wished we could get our hands on a suit.

This season Tempah and his team were inspired by workwear – not just in the sense of today’s trend, but the actual clothing working men wear on a daily basis.  The cuts and shapes were slimmer and more structured. Colors were more muted in olive green, black and royal blue with the occasional burst of orange. 

Menswear Monday with WHAT WE WEAR  by  TINIE TEMPAH


The materials used added a utilitarian vibe, whether that was through hardy cotton twills or stretchy, sporty nylons. There were also items like trim cargo trousers (loose through the thigh and cinched in at the ankle by velcro tapes) and Breton shirts (the historic uniform of French fishermen).  I am happy to see new shapes, I am starting to see men in slim jeans boring and want a more rugged look for guys or tailored.

WHAT WE WEAR for the first time showed us knitwear. In fuzzy mohair or rugged, large weaves. Tinie wanted to dress things up with traditional suiting with a soft double-breasted jacket worn with matching joggers and a suit with a Harrington jacket in orange and brown Prince of Wales check. The WWW team must have heard my conversation earlier, wanting to see mean stop wearing sportswear looks every day. Change it up a bit. They add a sportswear edge with sleekness and British New Charm.

They played close attention to what the guys on the DLR [Docklands Light Railway]. The service industry was key in the inspiration for the brand.  Which to me equals sales, they delivered a collection of wearable clothes, for people who have the money to spend and the millennials that like to support their favorite artist who is tipping his hat into the men’s wear game.

We are waiting to see where the WHAT WE WEAR  by  TINIE TEMPAH label will go.  Why the brand is our Designer to Watch straight out of London.


About the author

Charlotte is an urban New Yorker who has lived in London, Paris & Morocco. She has an MBA in Management and Economics of Luxury Brands and Fashion and her BFA from the New School. She calls herself the dyslexic writer living between London & Paris. Digital Fashion & Lifestyle Architect ?:ChaChaNyc007