About Eqvvs

An independent designer menswear retailer based in Lincoln, trading from its own stores and online, with a buy weighted towards European premium labels and technical outerwear.

Independents at this level hold long-standing accounts with brands that do not sell to everyone, which is why the range differs from a department store carrying the same names.

What they carry

Jackets and outerwear, knitwear, polos and t-shirts, denim and trousers, footwear and accessories, across established designer and premium-casual labels.

Outerwear is the category people come for, and it is where the fabric technology is doing real work rather than decorating a label.

Garment dyeing, and why the colour varies

Several of the labels in this segment dye the jacket after it is made rather than dyeing the fabric first. The result is that the colour sits slightly differently on the seams, the zips and the panels, and no two pieces are identical.

That is the intended effect, not a fault, and it is why a garment-dyed jacket photographed in a studio can look different from the one that arrives.

It also means the colour moves with wear. These jackets are designed to fade and soften rather than to stay showroom new.

Caring for technical outerwear

Read the label before anything else, because much of this cannot be dry cleaned. Solvent strips the coating and can damage resin-treated and garment-dyed fabrics permanently.

Wash cool, on a gentle cycle, with a technical detergent rather than ordinary powder, and without fabric conditioner, which clogs a breathable membrane.

Reproof rather than replace. A water-repellent finish wears off and can be restored with a wash-in or spray-on treatment; a jacket that has stopped beading is usually not worn out.

Using an EQVVS discount code

Enter the code at checkout and expect the headline labels to be excluded, since the brands an independent works hardest to stock are the ones that restrict discounting most tightly.