The luxury sweater brand from Grant Simm offers hand-knit, artisan-created pieces along with belts and knives from other craftsmen.

Grant Simm has spent years helping build some of the most popular brands in contemporary menswear. Now it’s his turn.

On Tuesday, Simm, who served as chief financial officer of Aimé Leon Dore and Rowing Blazers, will launch his own luxury brand, Badinage. The concept is small-scale product created by artisans from around the world. The launch will feature 11 sweaters — five cardigans and six crewnecks — hand-knit in India. Custom options will also be available with lead times of 30 to 90 days, depending upon the request.

In addition, Simm is working with two craftsman who are creating belts and knives that will be featured on the site and made-to-order.

“My experience with Aimé and Rowing Blazers was incredible, but it wasn’t my journey,” he said. “They are someone else’s brands.” So after pondering the possibilities for more than a decade, “now felt like a good time to scratch my creative itch.”

Simm knows there are a lot of sweaters in the market already, but what sets Badinage apart is its focus on craftsmanship.

“I wanted to create better product,” he said. “I’m really into vintage and antiques and I believe that it’s more about the story you create, not just the clothes.”

So in this time when speed and technology are front and center, Simm is taking the opposite approach. While the collection will be offered online , he said there will be no click-to-buy button.

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