LONDON — Dressing for the sea and beach club has become a serious business in menswear — more brands are tapping into the niche of easy, breezy tailored pieces that can be worn lazing by a pool or bar

The British resortwear brand Hemingsworth has been catering to such jet-setting men since 2015 and now it’s ready to scale beyond Europe by making its debut at the Chicago Collective.

“It’s something we’ve been chasing for probably three years and it’s a difficult show to get into,” said Henry Butler, the brand’s creative director. “It’s one of the trade shows where actual business happens and orders are written rather than an event for networking, meeting people and slowly building a presence over a number of years. U.S. buyers are going to be there with the intention of looking for European and U.K. brands.”

Showing at the trade fair is an access opportunity into the U.S. market for Hemingsworth, which is also targeting the Asia for growth.

“It’s something that we were achieving organically just before COVID-19 hit, but we’re now progressing back to that,” said Butler.

Hemingsworth will be showcasing its spring 2026 collection including bestselling pieces such as the Clipper swim shorts, which have the construction of Savile Row tailored pants with an adjustable waistband, or the Kulbir, which takes light inspiration from safari pants and a cummerbund.

The brand also offers T-shirts, knitwear, polo shirts and suits in light fabrics such as twill and seersucker, with prices ranging from 75 pounds to 695 pounds.

Hemingsworth largely follows a wholesale model. The brand is stocked at Claridges, Selfridges and Harrods in the U.K.; Karisma in Finland; United Arrows and The Playhouse in Japan, and Bloomingdale’s in the UAE.

Each stockist is offered a unique selection of exclusive fabrications, colorways and prints. “We want to give our traveling customer a reason to visit different locations and add excitement to seeing the products. We’re organically growing in Northern Europe; Asia we’re slowly growing, and Africa is actually very strong for us,” said Butler.

The marriage of wholesale and design is nothing new to the creative director, who started his career as a menswear buyer before diving into consulting, where he worked with brands including Paul Smith, Ben Sherman, Church’s and Prada.

“I like to work the manufacturing side into the creative side, but with a slightly more commercial eye. All of the design and creative work is focused on building the brand and its core principles with products that will sell and not just be window fillers,” said Butler.

Hemingsworth has had to expand beyond the parameters of the U.K. when it comes to manufacturing because the capacity to produce a large quantity there doesn’t exist.

But wherever he sources, the focus is on creating a quality product, a hallmark of the brand.

The creative director has been working with founder Matt Jones since the brand’s inception. Jones started the brand as a capsule wardrobe that would work anywhere. At the time, he was working as head of marketing for Blackberry and was living between Ibiza, London and New York.

“The core of Hemingsworth is walking onto a plane from a meeting, hitting the pool and going to lunch by the marina without having to take so much stuff with you or changing,” said Butler.

Working with a seaview is not just a fantasy for Hemingsworth clients, but a reality.