William Palmer launched his namesake label in 2025 after graduating from the MA at Central Saint Martins, where he was awarded the L’Oréal Prize.

His work channels a playful spirit, drawing upon the energy of schoolboy mischief and childhood spontaneity, where references collide in unexpectedly coherent ways. Rooted in British humour, suburban nostalgia, Palmer reimagines masculinity through a distinctly local lens.

At its core, the brand is about rejecting societal pressures and the rigid policing of how men should look or behave. Instead, Palmer celebrates vulnerability, chaos, and joy. His collections distort familiar menswear archetypes into playful, exaggerated forms that blur the line between boyhood and maturity, critique and celebration.

Palmer’s practice finds its power in balance: between the seriousness of fashion and his own depth as a person, in contrast the childlike playfulness that animates his work. Through this lens, he creates clothing that feels both deeply personal and culturally charged.