Bouncing off the unrelenting prosperity of the luxury women’s activewear market is Paris-Stockholm men’s lifestyle brand Ron Dorff, founded by Frenchman Jérôme Touron and Swede Claus Lindorff. ‘For a long time women have had access to literally everything that men have in terms of fashion,’ says former ad man Lindorff. ‘We wanted to offer men their own brand, 100 percent focused on men’s sportswear.’ 

With a product mix that includes their ‘Skin Discipline’ body line (created in collaboration with Face Stockholm) and an entire wardrobe of grey marl sweats – some sporting their signature Dorffism, ‘Discipline is not a dirty word’ – the duo’s focus is simple yet smart essentials that marry ‘Scandinavian functionality with French classicism’. 

‘The idea was to offer everything a man needs before, during and after sports,’ continues Lindorff who founded BETC Luxe in 2005, ‘and to cater to an active urban man who doesn’t necessarily want to dress like an 17-year-old skateboarder, nor like his father.’

To complement their Paris flagship on the Marais’ rue Charlot, the pair have teamed up with French design consultancy Studio Dessuant Bone on a second standalone within London’s emerging menswear microcosm, Earlham Street, near Seven Dials.