Let’s cut through the static: Tender Co. isn’t just a brand—it’s a slow fashion movement. A subtle middle finger to the sterile, over-polished world of modern menswear. Founded by William Kroll in 2009, Tender is the lovechild of industrial archaeology, Victorian workwear, and a punk-rock DIY ethos. It’s not trying to fit in. It’s not trying to sell you a lifestyle. It’s just here to make clothes that feel alive.

Imagine this: You’re digging through a forgotten attic, and you find a trunk. Inside, there’s a pair of jeans that look like they’ve lived a hundred lives. The fabric is thick, slubby, uneven in all the right places. The seams are rugged, the buttons are mismatched, and the whole thing smells faintly of history. That’s Tender. It’s raw, it’s real, and it’s unapologetically weird.

Kroll doesn’t just design clothes; he engineers experiences. Every piece is a story, a nod to the forgotten crafts and techniques of the past. The fabrics are woven on vintage looms, dyed with natural indigo, and finished with vegetable-tanned leather. The buttons? Cast from molten metal in his workshop. The labels? Hand-stamped with a childlike imperfection that feels oddly perfect. This isn’t mass production—it’s alchemy.

And then there’s the fit. Oh, the fit. Tender’s silhouettes are almost anti-fashion in their refusal to conform. The jeans hang low, the jackets drape like they’ve been borrowed from a larger, more interesting version of yourself, and the shirts billow like sails on a pirate ship.

It’s not for everyone, but that’s the point. Tender is for the the ones who don’t just wear clothes—they inhabit them.

But here’s the kicker: Tender isn’t just about looking cool (though, let’s be real, you will). It’s about feeling something. It’s about the texture of the fabric against your skin, the weight of the buttons in your hand, the way the color fades and evolves with every wash. It’s about connection—to the past, to the process, to the people who made it.

So, if you’re tired of the same old, same old, if you’re ready to ditch the cookie-cutter crap and step into something with soul, Tender is your ticket. A reminder that beauty lies in the imperfect, the handmade, the strange. And honestly, isn’t that what we’re all looking for?

Tender 465 Argyle Chest Pocket Shirt Barge Blue Cotton Flannel Rinsed
- Model is 6’0” (183cm), 155lbs (70kg) and wearing 4
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Tender Type 131 Lost Jeans 16oz Selvage Denim Tan Wattle Dyed
16oz. selvage denim woven in Japan Selvage outseam, pocket bags, and pocket mouth lining Straight cut side pockets will stretch to curve with wear Snob’s Thumb coin pocket with selvage calico facing Riveted square back pockets fully lined with cotton calico Solid brass waistband button lost wax-cast in England 100% cotton Made in England
lost & foundTender
Tender Type 453 Double Cuff Mandolin Pocket Shirt Bleached Weft Stripe
- Plain weave mid-weight canvas with cotton warp & alternating cotton weft stripes- Cut with seams along front body & sleeve, back body & sleeve- Single long narrow strip that runs from cuff, up the sleeve, down the side of the body, zigzagging back on itself to form side hand pocket- Seam ends at cuffs wit
lost & foundTender
Tender 764 Tacuinum Cardigan Two Fold Shetland Wool Connemara Green
- Yarn folded from dyed & natural Shetland wools- Inverted rib stitch body & plain stitch cuffs, hem- High neck with double thickness collar- Front hem cutaway from button placket- Model is 5’10” (178cm), 150lbs (68kg) and wearing 4
lost & foundTender
Tender Type 942 Lobster Tail Jacket Black Wool Baize Hadal Blue
- Heavily finished thick wool woven for insulating & sound proofing- Lined & bias-bound rounded panels assembled with flat lapped seams- Patch pockets sewn down below tops so opening folds down- Scalloped shape to front & rear tails- Three quarter dyed ecru cotton ticking lining- Made in UK- Model is 6’0” (
lost & foundTender
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