Afeard is looking to the past to shape the future of British menswear. Founded by Jody Schooling in Sherborne, Dorset, the emerging label introduces its debut Collection One, built around the idea of “Modern Armour”. Taking inspiration ftom the county’s medieval history, rugged coastline and the rural landscapes. For the collection, Schooling looked at these elements that have shaped Dorset for centuries and uses them to establish a visuel identity.
Hand-cut and sewn in England, the pieces look back to Saxon Kings, Viking raids and legendary knights without making them historical costumes. British wool, cotton and leather reinforce the collection’s connection to traditional craftsmanship, while the considered designs bring the materials into a modern context. The brand’s cross logo takes inspiration from the Cross of St Wite, a symbol that also appears in Dorset’s county identity.
Every Piece Tells a Local Story
Dorset runs through the collection in more ways than just the materials. The Stour Logo Shirts reference the River Stour, connecting the staples to the county’s natural landscape. Meanwhile, the Char Varsity Jacket draws inspiration from the coastline around Charmouth, translating the rugged character of the south coast into a sportswear silhouette. The jacket also features a depiction of Purbeck Knight, bringing ideas of strength and regality into the design.
Speaking about the label’s origins, Schooling explained: “We started here in Dorset. Where ancient cliffs meet a thousand years of history, and the coastline leaves room to think. Every piece we create is shaped by this place. Modern armour, made in England. Be not afeard.”
A Name Built on Fearlessness
The name Afeard comes from an Old English word meaning “afraid”, drawing on Shakespeare’s The Tempest and the line “Be not afeard; the isle is full of noises.” The reference captures the spirit behind the brand: an invitation to embrace uncertainty rather than retreat from it. For a label rooted in the quieter landscapes of Dorset, that message becomes a way to turn local identity into something confident and contemporary.
Afeard Continues With Collection Two
The debut will be followed by Collection Two, a T-shirt release featuring the Swanage logo and St Wite Tee, both available in black and white. Cut from double jersey, the tee uses a boxy, cropped raglan fit with Afeard’s signature rib collar. The St Wite design places the brand’s A logo and Dorset Cross on the chest, while the back features a painting of St Wite, the county’s own saint.
Collection Two launches at afeard.com on Thursday 15 October at 6pm BST, with subscriber early access beginning at 5pm BST.
Afeard Turns Dorset’s Medieval History Into Modern Armour
