FW25 AVAILABLE NOW
what SS25 means to us at AYMSK
why SS25 marks the start of something new
We’ve always believed mistakes aren’t flaws to hide, but moments to hold onto. That’s still true — but now, we’re shaping those moments with sharper intention.
SS25 isn’t just a new collection. It’s a visual and philosophical reset. After seasons spent exploring the raw and the rough, we’ve found clarity — not by smoothing over the cracks, but by building around them with purpose.
There are fewer garments this season, but each one has been refined, questioned, reworked, and made to say something. We’re releasing less, but saying more. There’s a tension in the designs: childhood meets critique, and conventional silhouettes are reoriented. We’re less interested in the idea of “cool” — and more focused on how clothes make you feel part of something thoughtful.
As for our release schedule, rather than conventionally making the entire collection available at once, we’ve chosen to release each piece gradually. Not to chase hype, but to create space for each story to unfold. A lot of thought has gone into each garment, so it’s important we allow time for those ideas to be received as they deserve.
The visuals are part of this shift. Our lookbook — shot across rural locations — pulls elements from British street culture and places them in scenes they were never meant to be in. That contrast is everything. It’s a visual manifestation of our story and design philosophy. Juxtaposition is our language now. The lookbook will be executed with such care that we intend to print and offer it to our community. Our philosophy is universal — it can be worn, or placed on a wall as a reminder.
As we step into this new chapter, the brand isn’t expanding just in scale — but in intention. We’re not selling more. We’re saying more. And we’re still making space for the wrong turns, the messy edits, and the imperfect details — because they say more than clean lines ever could.