Since the inception of Folk in 2001, founder and designer Cathal McAteer wanted to create simple, easy-to-wear men's clothing that he and his friends would like to wear. The designs never rely on branding, even though the London based brand is well known and established and has grown to include a women's line and a shoe line. They instead focus on understated styles with an unrivaled attention to detail, often including fun, even whimsical features such as dip-dyed toggles, crushed coconut shell buttons, or a charm hanging from the hang loop of a coat.