There’s something effortlessly iconic about the way old money clubs dress. It's not loud. It's not trendy. Yet it commands respect, admiration, and a sense of belonging.
From yacht clubs on the Riviera to traditional London golf houses, this enduring aesthetic is built on subtlety, quality, and history. It’s the same DNA that inspires many collections at Secret Society Studio.
Let’s explore what gives these clubs their quietly powerful style—and how you can bring that timeless edge into your own uniforms and merch.
1. Subdued Colour Palettes
Old money style never shouts. Instead, it whispers:
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Navy, cream, stone grey, deep green, burgundy
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Subtle contrast piping or trim
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Monochromatic or tonal looks over harsh contrast
These colours are chosen for their longevity, not seasonality. They look as good in 1925 as they do in 2025.
2. Emphasis on Texture Over Print
Forget flashy graphics. What matters is how a garment feels:
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Heavy cotton fleece hoodies
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Wool blend varsity jumpers
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Canvas sports bags with leather trim
The richness is in the fabric, not in the branding.
Old money clubs invest in materials that age gracefully—garments designed to be worn, handed down, and still feel relevant.
3. Understated Branding
Logos are usually:
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Embroidered, not printed
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Small crest-style symbols
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Featuring initials, founding dates, or Latin mottos
There’s prestige in subtlety. You’ll rarely find big slogans or graphics—just quiet signals for those “in the know.”
4. Consistent, Seasonless Design
You won’t see old money clubs chasing trends. Their pieces are:
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Timeless – designed to last decades
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Modular – easy to pair across seasons
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Uniform – every member looks equally polished
A cream jumper from 1972 looks nearly identical to one made today.
This is what makes a capsule collection powerful—it becomes part of your club’s story, not just a product line.
5. Heritage Influence
Most of these clubs lean heavily into:
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British boarding school style
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American Ivy League dressing
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European aristocratic sports (polo, rowing, fencing)
They take pride in rituals, traditions, and historical references. Even modern club merch can nod to this era through:
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Latin phrases
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Woven patches
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Founding years
You’re not just making clothes—you’re curating a culture.
How to Bring This into Your Brand
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Choose two to three rich base colours and commit to them
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Keep branding minimal and refined
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Build seasonless uniforms in high-quality blanks
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Reference heritage designs—from fonts to fits
The goal? Make every piece feel like it belongs to a club that’s existed for 100 years—even if you launched last week.
Final Thoughts
Old money club style is timeless because it doesn’t try too hard. It’s elegant without excess. Branded without being commercial. Designed to last, not just to sell.
At Secret Society Studio, we draw on this aesthetic to create uniforms and merch that feel both exclusive and grounded in history.
Build Your Club's Legacy Through Style
Design uniforms that reflect quiet confidence and timeless taste. We’ve got the blanks, the colour stories, and the strategy.
