From Ivy League to Northern Soul: The Story Behind the Brunswick & Murray Waffle Knits

Some of the best menswear pieces don’t just appear out of nowhere — they evolve. The waffle knit is one of those garments that quietly travelled from Ivy League campuses to British subcultures, picking up character along the way.

With our Brunswick Cardigan and Murray Jumper, we wanted to capture that full journey — from clean-cut American athleticism to the sharper, more rugged British reinterpretation. And with both styles available in Zinfandel and Dijon, they slot effortlessly into a modern retro wardrobe.

Ivy League Roots: Mid-Century Athleticism

The story begins in 1950s America. Originally developed as military and workwear thermals, waffle knits were prized for their breathability, warmth and texture. It wasn’t long before Ivy League students adopted them as part of the emerging clean, collegiate aesthetic.

This is where the Murray Jumper really comes into its own.

With its classic crew neck, lightweight honeycomb texture, and clean silhouette, the Murray channels that original Ivy League blueprint — sporty, but still refined. The subtle Octopus embroidery keeps things understated while the waffle texture adds visual depth without overpowering the outfit.

How We'd Style It

For a classic Ivy-inspired look, we love the Murray in Dijon paired with:

• Slim chinos
• Light-wash denim
• Clean retro trainers

It’s preppy, textured and effortlessly wearable — exactly how waffle knits first gained popularity.

The Mod Evolution: Sharpness and Texture

By the early 1960s, British Mods were taking inspiration from American Ivy style — but sharpening it. Slimmer silhouettes, cleaner lines and smarter layering became the defining look.

That’s where the Brunswick Cardigan enters the picture.

The V-neck, tonal buttons, and structured waffle knit transform the fabric from thermal layering piece into a smart-casual Mod staple. The addition of functional side pockets keeps it practical, while the tonal Octopus embroidery maintains that subtle heritage touch.

Crafted from lightweight cotton waffle knit, the Brunswick is breathable enough for layering yet substantial enough to stand on its own.

How We'd Style It

To channel that authentic 60s Mod silhouette:

• Layer over a crisp polo or button-down
• Pair with tailored trousers or dark denim
• Finish with retro trainers or loafers

It’s sharp, clean and unmistakably Mod.

Skinhead & Northern Soul: Rugged Heritage

As the late 1960s arrived, British subcultures evolved again. Skinheads and Suedeheads adopted waffle knits for their durability, comfort, and no-nonsense styling.

These pieces later became staples of Northern Soul culture — perfect for long nights on the dancefloor while still looking sharp.

Both the Brunswick and Murray naturally fit into this heritage:

• Lightweight cotton keeps things breathable
• Waffle texture adds subtle character
• Clean silhouettes maintain that smart edge

How We'd Style It

For a Northern Soul inspired look:

• Cord flares or dark denim
• Retro trainers
• Brunswick layered open or Murray worn solo

It’s practical, comfortable and rooted firmly in British subculture style.

A Modern Retro Staple

What we love most about waffle knits is their versatility. They’ve travelled from Ivy League campuses to Mod clubs and Northern Soul dancefloors — and they still work effortlessly today.

With the Brunswick Cardigan and Murray Jumper, we’ve taken those influences and created modern retro staples:

• Lightweight breathable cotton
• Clean heritage styling
• Subtle signature detailing
• Available in Zinfandel and Dijon colourways

They’re not costumes — they’re everyday pieces with genuine heritage behind them. Whether you lean Ivy, Mod, or Northern Soul, both the Brunswick and Murray offer a timeless way to add texture and character to your wardrobe.

Classic roots. British attitude. Modern versatility.