What Last Year’s Orders Can Tell Us About This Year’s Trends
And just like that, we’re back in January. 2025 has been packed away with the Christmas decorations (how quickly did that go?!), and we’re putting our best boots forward to step into 2026. But the question is, what can we expect for the new year ahead?
Every year, we’re asked, ‘What’s next in country clothing?’ And every year, our answer comes from the same place: before you look ahead, it’s worth taking a look back.
At Hollands, our insight doesn’t come from catwalks and glossy fashion trends, but from real orders, real customers, and real countryside life.
And as we look towards 2026, it’s those top-performing pieces from 2025 that can give us clear clues, shaping what’s new, what’s returning, and which country clothing staples are set to lead the way into the year ahead.
Heritage Styles Are Mainstream Again
If last year told us anything, it’s that heritage styles aren’t making a comeback; true to their purpose, they never really went away. Tweed, herringbone and wool-rich layers have simply found their way back into everyday wardrobes, worn for their practicality, comfort and quiet smartness, no matter the occasion.
At Hollands, we saw this across the board in 2025, with traditional country pieces cropping up for exactly that reason. From Jack Murphy jackets to Alan Paine waistcoats, these are styles that work just as well out in the countryside as they do for heading to Sunday brunch.
Gilets and boots with subtle equestrian influence proved their versatility, while tweed, waxed jackets, and classic tailoring were worn far beyond the shoot and the field, and not just saved for best. British Vogue neatly coined it with the familiar “Town and Country” style, but for many of our customers, it’s about more than just a fashion label; it’s part of the whole country lifestyle.
There’s no denying that popular culture has certainly helped put a spotlight on this classic country wear again, with shows like The 2024 Gentlemen, and Vinnie Jones striding about dressed head-to-toe in Härkila, still going strong and reminding people how good understated British country style can look. Add, of course, David Beckham’s debut as guest editor for an edition of Country Life Magazine, and it’s clear why these classic pieces are back in the mainstream and feel suddenly familiar again.
What we’re seeing at Hollands goes deeper than just what’s on screen or in the magazines. People are choosing these pieces not only because they look the part, but also because they last, are good quality, and are well-made.
That’s really the beginning of the story heading into 2026. Shoppers are investing in quality, heritage and craftsmanship. Clothing that earns its place rather than chases trends, and judging by last year’s best sellers, those classic country staples prove what timeless really means- and that means they aren’t going anywhere!
The Western Look is Here to Stay
We’ve been seeing the rise of Western and American influences in British country clothing for a while now, and while no one suddenly turned up to work in a cowboy hat last year, the Western influence did make itself known as here to stay.
We saw it most clearly in the rise in popularity of cowboy-style boots, such as Ariat’s western boots and Durango’s leather silhouettes, which grew rapidly in 2025, with rising social mentions and customer reviews. And while the Western trend hit the mainstream, for our customers, they weren’t novelty buys- but styles chosen because they‘re practical, comfortable, and don’t mind the mud, miles, or being kicked off by the back door at the end of the day. It’s part of fitting the lifestyle, as much as what’s hot.
Chunkier boots, tougher soles, and American-influenced outerwear continued to crop up, as jeans and a stylish shirt borrowed a nod from American outdoor wear while still fitting neatly into British country life.
Stetson also rounded up plenty of fans, with their best-selling trucker cap styles proving particularly popular, no doubt helped along by the return of shows like Landman and the country music scene repping serious wearers like Luke Combs (or as our Hollands version, Matt, would argue, this just confirms what he’s been saying for years!)
But what seems to be keeping Western firmly in the wardrobe is how naturally these brands and their pieces sit alongside our more traditional country clothing- in their functionality, quality, and parallels with the British country lifestyle many of us lead.
As we head into 2026, this blend of British heritage and American flair feels less like a trend, and more like a perfect fit- and we doubt the love for all things Western will be winding down any time soon!
Where Function Meets Fashion
For us country lovers, or anyone who spends most days in the same trusty jacket, this could seem like an obvious one- but one of the most noticeable shifts over the past year might just be how versatile country clothing has now become.
Forget When Harry Met Sally, 2025 had its own love story, and it’s when town officially met country. What started out on the field didn’t just flirt with the high street; it moved in. Properly. Technical smocks, waterproof fleeces, and padded shirts are worn just as confidently when popping into town as when hopping on a tractor, as the gap between function and fashion shrinks noticeably.
For us, some of our New Zealand brands from across the pond played a big part in that shift. Ridgeline, in particular, showed us just how naturally functional clothing can cross over into everyday life, with favourites like their summer Backslider range and its relaxed, rugby-inspired feel, proving that quality doesn’t have to look overly technical to do its job.
Add in the continued popularity of Ridgeline smocks, especially the Monsoon and Torrent, and it’s clear that practicality with a bit of character is what people are reaching for more and more. Lesser known but following the same path, Swanndri also saw the benefits of blending durability with pieces that feel just as at home off the farm as on it, with their rugged yet refined style turning heads in British country clothing.
As we head into 2026, what we’re seeing is less about fashion and more about wearability. What’s changed is the expectation- country clothing no longer has to be “either-or”, either practical or presentable. Customers are looking for pieces that do both, whether that’s a waterproof that still feels like part of the outfit, or a fleece that’s smart enough to keep on once you’re out of the field.
We expect to see more brands leaning into clothing that ticks all the boxes in 2026- functional, dependable and comfortable, but also relaxed, versatile and easy to live in. The result? Fewer outfit changes, fewer compromises, and more pieces we can wear wherever the new year takes us!
New Year, Old Clues
We always say that the strongest clues don’t come from assumptions, but from patterns, repetitions and consistency. Looking back over the past year has a funny way of highlighting what might come next, and when you take note of what people actually bought, wore, and came back for in 2025, the picture for 2026 becomes much clearer.
What last year showed us is that there’s a growing confidence in country clothing that not only performs properly, but also fits naturally into real life and the demands of our busy, modern world.
Timeless, heritage staples continue to hold their ground, crossover styles are bridging the gap between town and country more than ever, and brands are focusing on wearability, durability, and comfort, not reinvention for its own sake.
In short, performance still sells, especially when it’s wrapped up in the brands we know and love. It’s something we explored in more depth in one of our Fieldnotes from Hollands, Why Performance Still Sells, looking at how practical country clothing continues to stay on top when it’s built for real life rather than just trends. And as we head into 2026, this is a direction we can see only getting stronger.
For us at Hollands, it’s about continuing to watch, listen, and learn from what actually works, and keeping our focus on clothing that’s dependable, practical, and ready for whatever the countryside throws at it next.
Because if being in business has taught us anything, it’s that the best predictions for the future often come from what’s already proven itself!
About the Author
Sarah Holland
With her extensive firsthand experience of farm life and a keen eye for quality, Sarah Holland's advice on women's country clothing reflects her genuine appreciation for the joys and comfort of rural living. Whether it's a smart tweed jacket for a formal occasion or durable wellies for muddy walks, she knows what works for life in the countryside. Sarah loves sharing her knowledge and insights to help others discover the perfect attire for their outdoor lifestyle.
