LM.RT soda proposes an alternate and ultimately both more authentic and versatile approach to menswear.

It hybridizes elements of workwear and rugged utility design ("rural") and elements of sophisticated and refined men's traditions ("tailor").

LM.RT reflects the founders' heritage as the great-grandson of an Irish country tailor on his father's side and a Welsh master weaver on his mother's side. It further integrates influences from his extensive experience as a senior creative for brands in the action sports, heritage workwear and artisan/avant gard segments.And finally, it reflects his interest in poetic narrative across fine art, literature, philosophy, theater, cinema and popular culture.

Within LM.RT, the historical dividing line between "fine tailoring" and " utility menswear" is dissolved by allowing the most noble intentions of each to inform the other. The inventiveness and robustness associated with workwear traditions is elevated through meticulous attention to the material quality and exacting workmanship of fine tailoring while maintaining the Yankee ingenuity and feeling of function-focused improvisation that has always been the root of its charm.

LM.RT avoids chasing spectacle by promoting eye-catching but difficult-to-wear extremes in overall shape or silhouette. Instead, classic wearable silhouettes are tweaked and updated and focus in trained more directly on distinctive "internal" visual and textural attributes apparent within these more relatable garment shapes.Fabric texture, trims, facings, fasteners and other detailing take on a greater role. The wearer's ability to explore personal expression through a wide range of layering possibilities produces newness and fashion interest without shallow spectacle.

LM. RT fills a gap in the market between purely "avant guard" menswear characterized by extremes in shape/silhouette and conservative luxury characterized by quality fabric and detailing generally devoid of creativity, artistry or innovation. Simply said, the LM.RT consumer is looking for extremely special, investment-quality garments that don't require him to participate in short-cycle meme culture, but allow him to express himself endlessly, looking both authentic and unique while feeling elevated and pampered.