April 03 2020 Friday at 07:16 PM


"Standards is all about getting the basics right. Taking the time to ensure that the essential garments in any guys wardrobe truly deliver. Whether it be a button up shirt, a workwear pant, a cotton knit, a simple tee or a weatherproof jacket, we focus on the details others forget and produce the best possible garment we can. It’s not about making bold fashion statements it’s about classic masculine style that works.

The process begins with the fundamentals; the main one being the selection of fabrics suitable for the job that are comfortable, durable and technical with characteristics such as added stretch or being water resistant. The fabrics are selected from a wide range of the best mills in the world to ensure this is the case. The processing stage then takes this fabric and breathes life into it. This may take the form of lightly washing to maintain a clean crisp appearance, through to heavy washing and garment dying, or even down to abrasion finishing to achieve a vintage lived in appearance.

The final trim and branding components elevate a garment from being just another shirt, pant or knit. We use natural shell and nut buttons, YKK Zippers, heavy thread with reinforced stitching at stress points and subtle branding to finish. Our technical team are meticulous ensuring that we achieve the perfect fit.

For us the look is traditional and heavily influenced by motorcycle, work wear and military apparel silhouettes. Standards aims to be a subtle and thoughtful exploration of function and detail, mixed with the interminable Deus spirit. "

- Deus Head Designer, Jim Thompson.