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About SMR Days

Effortless menswear for long days in the sun

Welcome to SMR Days

Founded in 2020 by industry veterans Adam Shapiro, Dan May and Gautam Rajani, SMR Days is built on a simple premise: to provide a complete holiday wardrobe for men, evoking long summer days spent in far-off locales – wherever in the world you might be. 

SMR Days’ first collection will arrive this November on both SMRDays.com and at stockists worldwide, just when we’ll all be craving some winter sunshine. 

A new menswear brand for easy holiday dressing

A sense of ease is central to each of SMR Days’ collections. Holiday mainstays are elevated: laid-back shirts and shorts, relaxed suiting, lightweight jackets and beautiful trousers are the foundations of the brand, reinterpreted with newfound elegance. Fabrics are tactile; details unexpected. Artisanal techniques, learned from travel – from Indian bandhani tie-dye and kantha embroidery to traditional block printing – conjure a nomadic lifestyle. 

Made to transcend the usual resort attire, SMR Days’ collections are equally well-suited to life at home. Each piece is designed to be relaxed enough to be worn for lunch on the beach, but refined enough for summer in the city.

An element of craft

From the very beginning, India – the home country of one of our three founders, Gautam – has been an eternal inspiration to SMR Days. Working with producers in the country, we celebrate the versatility of Indian craft, transposing techniques traditionally used on womenswear garments to menswear. These span bandhani dyeing, ikat weaving, block printing, and intricate hand and crewel embroidery, each of which is undertaken by skilled craftspeople in practices which have been passed through generations. 

We are committed to working with these communities to keep these techniques alive and for skills to be passed on to a younger generation. We are also committed to making sure these factories and producers are working ethically: all our factories are certified and provide equal pay, a guarantee of no child labour and safe and nurturing working conditions for all employees. The fabrics we use are sustainability minded and always natural: from cotton and silk to bamboo flax, coconut and wood buttons. 

A journal on the joys of summer

Alongside the collection, SMRDays.com is a unique platform for stories of travel, told by distinguished figures from the worlds of fashion, art, design and beyond. They tell us the destinations – from cosmopolitan cities to the world’s remotest reaches – that inspire them the most, and what to do (and wear) once you are there.

Also on SMRDays.com is SMR Postcards, a curated gallery of photographs by the world’s best image-makers for visitors to send on as digital postcards to loved ones. Designed to inspire and transport, each photograph celebrates summer days across the globe, from Mongolia to Marseille.