AP carefully selects the brands worth dressing up for at the upcoming The Championships, Wimbledon.

WIRTER Yve

Every summer, The Championships, Wimbledon transforms a quiet part of southwest London into one of the most iconic sporting stages in the world. But Wimbledon rarely feels excessive. There are sponsors, celebrities and global attention, yet the tournament still maintains the calm atmosphere that many modern sporting events have lost. One reason for that is its dress culture. Wimbledon has never been a place for overly aggressive fashion. Instead, it values restrained tailoring and quiet elegance. We introduce brands that naturally fit the upcoming Wimbledon. 

1. Toteme

Toteme is a Stockholm-based minimal brand. Soft tailoring, structured silhouettes and restrained neutral tones naturally fit the atmosphere of Wimbledon. The brand does not rely on loud logos or excessive styling. Instead, it focuses on proportion, materials and a relaxed mood. Because of that balance, Toteme creates refined elegance without looking overstyled. Toteme is a brand that completes elegance quietly.

  
(Image: TOTEM)

2. The Row

The Row expresses luxury through silence. Instead of visible logos or trend-focused styling, the brand focuses on silhouette, materials and refined details. This philosophy closely reflects the atmosphere of Wimbledon. The Row understands that true elegance does not need to draw too much attention to itself. Relaxed tailoring, oversized shirts and refined leather accessories naturally connect with Wimbledon’s mood.

  
(Image: The Row)

3. Ralph Lauren

Few brands feel as naturally connected to Wimbledon as Ralph Lauren. The brand has long represented British sporting culture, classic tailoring and summer elegance. Unlike many modern luxury brands, Ralph Lauren still understands the visual language of traditional leisure culture. Navy blazers, Oxford shirts, white trousers and loafers remain classic Wimbledon pieces for that reason.

(Image: Ralph Lauren)