For years, C'H'C'M' has been one of the best menswear stores in New York. Last year, shop owner Sweetu Patel took the plunge into crafting a line of clothing that accurately reflected his love of the understated. He prefers almost a lack of choice, he told The New York Times Style Magazine. In the time since, he's done some great partnerships with intriguing indie brands and continued to make C'H'C'M' the go-to spot for the menswear shopper who likes the nicer things without being too flashy. The shop's most recent collection reflects and expounds upon that mentality. Pretty much everything aside from the shoes in these shots is a part of the new in-house C'H'C'M' collection. As you'd expect, it's a collection of the simple things: crewneck sweatshirts, thick-knit cardigans, shirts and blazers in deep, wearable colors that don't necessarily make them jump off the page, but blend smoothly into their surroundings. It's like you're the only one who will know just how great the gear you're wearing is. The lookbook itself is gorgeous and the collection will be available soon at C'H'C'M's store and its website