Age: 29
Brand: Alex Mattson

The Norwegian-born and now London-based Alex Mattson is definitely playing a leading role in "this whole sports-luxe, street-luxe thing that’s going on now" in London, as he puts it. It's definitely not streetwear in the traditional sense of the concept, and his futuristic jungle party/warfare gear that mixes '90s hip-hop with refined tailoring is helping to forge a new genre that's blossoming as we speak. Do you know how few 20-somethings can say they blossomed something?