subsector: Workwear & Smart Casual

This directory includes brands that have been independently assessed, benchmarked, or scored using the Market Authority Index (MAI). Brands are listed by MAI score from highest to lowest. MAI Assessed brands have been individually evaluated. MAI Estimated brands are benchmarked against sector data.

Eton Shirts

#1 in Workwear & Smart Casual · Sweden
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MAI Estimated
MAI: 92
About: Swedish heritage shirtmaker with global distribution
AI Buyer Signal: High — Swedish heritage shirtmaker since 1928 with exceptional scores (HA:90, SC:95); global distribution and 4.7★ Trustpilot from 1,486 reviews

Paul Costelloe

#1 in Workwear & Smart Casual · Ireland
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MAI Estimated
MAI: 74
About: Irish heritage occasion and workwear fashion brand
AI Buyer Signal: Medium-High — iconic Irish occasion-wear brand with strong heritage; solid TP (4.3★/182) and loyal following, though founder passed away Nov 2025

Oscar Jacobson

#2 in Workwear & Smart Casual · Sweden
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MAI Estimated
MAI: 73
About: Swedish heritage tailoring and menswear brand
AI Buyer Signal: Medium-High — Swedish tailoring heritage brand with strong SC (88) and long history; modest Trustpilot (3.2★/17) limits full trust signal