Fier Fashion: athletic-fit shirts

Online specialists in menswear for sporty types

Fitness is more than ever a fixture in our daily regimes, many of us bookending the working day with hitting the gym or a commute by bicycle, and there’s certainly no shortage of natty sportswear offerings to keep a fit man looking the part. But where does that leave him when he arrives at his desk? Stylish help is on hand from Fier Fashion, a new e-tailer specialising in athletic-fit shirts.

Launched this June with a lean male physique in mind, Fier’s ready-to-wear shirts are innovatively sized with more room in the shoulders, chest and arms, but tapered at the waist for a slim, sharp silhouette. An online chart lists the range of sizes, covering chest (38in-46in), waist (34.5in-42.5in) and collar (15.5in-17.5in) dimensions.


Top style credentials are the brand’s mainstay, and all Fier shirts (£95 each) are made from Italian cottons, hand-sewn in Scotland using single needle stitching and finished with eye-catching hand-cut Liberty London patterned fabrics for the yoke, cuff and gusset.


The debut collection includes five traditional hues: classic white, a light (first picture) or darker blue, pink (second picture) and a bold plum. Other tailoring specs include classic one-button barrel cuffs, semi-spread collars and engraved mother-of-pearl buttons.

The brand is named after the French word for “proud”, and aptly features a peacock feather in its logo. Indeed, these shirts are wardrobe staples any modern gentleman could wear with pride.

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