Styling · Old money
Old money brands Style Guide
Inherited taste, not announced taste.
Old money style favours provenance over novelty: houses with archives, objects meant to be kept and repaired, and nothing that dates. This guide gathers the houses HABITUDE curates for The Heritage Soul, the archetype closest to old money instinct — You buy for the second generation. Provenance, archive and atelier are not marketing words to you but proof that an object was made to outlive its owner. You would rather repair than replace, you keep the papers, and part of the pleasure is that the right people understand exactly what you are wearing.
Old money brands across ten worlds
- Apparel
- Curation in progress.
- Shoes
- Curation in progress.
- Bags
- Curation in progress.
- Watches
- Curation in progress.
- Jewelry
- Curation in progress.
- Vehicles
- Curation in progress.
- Hotels
- Curation in progress.
- Restaurants
- Curation in progress.
- Wines
- Curation in progress.
- Vacations
- Curation in progress.
How to wear old money
Wears: House codes worn correctly, a mechanical watch, leather that has earned its patina
Avoids: Seasonal novelty and collaborations that dilute a house
Is old money your archetype?
Old money is one of six ways to own luxury. A three-minute visual quiz reads the instinct beneath your taste and names the archetype it belongs to.
Take the luxury identity quiz · The Heritage Soul style guide · Quiet luxury brands