Harry Styles invests in quirky British fashion label SS Deli

Harry Styles has taken a minority stake in up-and-coming British label SS Deli for an undisclosed sum.

On Thursday 11 January, the Palazzo Vecchio in Florence was transformed into the site of the Pitti Uomo trade show. The label is featured climbing the line-up alongside Italian brand Magliano.

After the catwalk, the brand revealed a minority stake from the ‘Sign of the Times’ singer, who is keen to wear the brand. His introduction to SS Daly goes to his stylist and SS Daly associate Harry Lambert.

Notably, Lambert commissioned and styled the pop star in SS Daily for her ‘Golden’ music video and accompanying single artwork. This helped establish SS Daly as one to watch after graduating from the University of Westminster in 2020.

“Harry and I have a shared vision for the future of SS Deli and we look forward to this new chapter together, focusing on brand longevity and building the business into a modern, British heritage house,” said brand founder Steven Stockie. Daly said in a statement.

The label accepted the invitation to show in Italy as part of their strategy to align with the menswear buying cycle.

In an interview with Vogue Business, the designer said: “We wanted to try something new where there is a larger (male) buyer base. “We’re not sure what’s next yet, we’re just seeing how it goes.”

Having launched Pleasing in 2021, style is no stranger to evolving brands. It initially launched as a beauty brand with a curated line of nail products and skincare. Since then, the brand has expanded its product offering to include fragrances and apparel.

Styles spoke at the time of the release Stunned And explained how, at its core, ““The essence of happiness is finding those little moments of joy and showing them to people.”

Stockie-Daily hails from Liverpool and launched SS Daly in 2020 and has been a regular on the London Fashion Week calendar ever since.

He won the LVMH Prize for Young Designers in 2022 and was awarded the British Fashion Council Foundation Award for Best Emerging Designer, adding to his overall winning streak. £400,000 To reinvest in the brand.

The designer is credited for reimagining the traditionalism of playful, old English decadence and romanticizing British public school clothes into wearable, whimsical knits, button-up printed shirts and staple Alexander wide leg trousers. It’s an aesthetic that stands in stark contrast to the designer’s own working-class roots.

“There’s something inherently feminine about that hyper-masculine culture,” the designer explains on it website About its own design aesthetic.