NAMESAKE

Namesake was founded in 2020 by three brothers, Steve, Michael and Richard Hsieh, as a way of honouring their father. The name comes from a Chinese phrase meaning "in the name of the father", and the brand describes itself as a dialogue between different generations. Its designs are built around juxtaposition: sports set against agriculture, basketball against fishing. That gives the label a slightly odd, playful tension that you can see in how it talks about its own work. Machine-A, the London concept store, stocks it and calls it an avant-garde brand full of family warmth. Three people sharing a surname and a bloodline, using their father's name as the foundation, is a neat way to start a label.