The Henri-Lloyd brand is continuing its reinvention since it was acquired by performance sports specialist Odlo almost two years ago and since appointing Kestin Hare to its creative helm as it made a wholesale comeback this time last year.

From its AW24 collection that has just been unveiled, it said it’s “embarking on a positive pilgrimage back to its point of origin and initial purpose, to inspire and navigate its future design and brand management via sailing as its muse”.

The aim now is to “immerse itself in doing what it it has always done best, making high-level, premium technical performance product inspired by, and aesthetically tailored to, the discipline of sailing and marine life”.

The latest collection is “nautically nuanced, accommodating a refined, referential preppy-meets-technical-performance aesthetic”.

The company called its renewed focus on the subject of sailing “a purist acknowledgement, an acceptance and an homage to its genesis, rooted in technical performance product made for the most inclement of weather conditions encountered when living life offshore”.

Executive Chairman Knut Frostad said: “My first mission is to bring Henri-Lloyd back to its number one place within the elite discipline of sailing.”

And of course, as we know, technical performance clothing has a major place in today’s fashion sector with it appealing both to the sportsperson and those who simply want to experience an element of the lifestyle.

The new design and manufacturing approach means its pieces from now are created to both “perform in the foulest and most inclement of weather at sea” as well as working “globally on the street, with confidence and contemporary style”.

The company has undeniable expertise in make clothing that can stand up to anything sailing can throw at it (particularly in terms of being watertight), but a newer aspect of its rethink is a big focus on sustainability.

Henri-Lloyd said it’s now “firmly ensconced in making clinical decisions that shift all future direction towards a more climate-friendly and ethical direction.

CEO Graham Allen added: “We are now guided by ethical behaviour and a commitment to sustainability wherever possible, when it comes to our manufacturing in the new environmentally-aware world that we operate in, it means that there are new challenges to face and we are here to address them.”