Dubai, UAE – July 2025 — Lewis James, the British-born menswear brand known for clean cuts and technical fabrics, launches its Spring/Summer 2025 collection across the UAE and wider GCC, making a bold regional statement with its Stain-Resistant Half Elasticated SmartSwim Shorts, a signature piece redefining warm-weather dressing for men.
Tailored for both poolside polish and everyday wear, the new smart swim shorts combine fashion with function: stain-resistant, quick-dry fabric, an elegant half-elasticated waistband, and minimalist design lines that work just as well at a beach resort as they do at a casual dinner.
“Men today want more from their wardrobes, style, practicality, and durability,” says Lewis James the founder and CEO of the clothing brand. “This collection is designed for the modern lifestyle of the Gulf, where style must move easily between heat, travel, and social settings.”
The full SS25 collection features breathable resort shirts, reimagined basics, and coastal-inspired color palettes thoughtfully designed for Gulf summers and curated with versatility in mind.
Following strong brand traction in Europe, Lewis James has expanded to UAE and is gradually entering key GCC markets, including Saudi Arabia, Qatar, and Kuwait, with direct-to-consumer channels. From city escapes to shoreline stays, the Lewis James SS25 collection is shaping up to be a summer essential, a go-to for men who demand more from what they wear.
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About Lewis James
Lewis James is a luxury fashion brand based in the UK. It was established in 2017 with a mission to redefine elegance through sustainability and meticulous craftsmanship. Known for its bespoke clothing, the brand offers versatile designs that seamlessly blend sophistication with functionality. From smart swim shorts perfect for transitioning from poolside to fine dining, to lightweight linen shirts and luxurious merino wool polos, every piece is tailored to complement the unique style and individuality of its wearer. At the core of Lewis James is a dedication to sustainability. Through its partnership with the Seaqual Initiative, the brand repurposes marine litter into Seaqual recycled polyester, transforming ocean waste into timeless, high-quality garments. This commitment to ethical practices emphasises its philosophy of “Luxury with Purpose.”