cool-but-not-trendy clothing brand for 13 year old boy?

[ChipsnCheese]

Hello -
what's hip & cool but not too trendy these days for a 13 year old boy. I thought maybe Animal but am told I'm behind the times!
any help greatly valued please!

DSs peers (also 13) seem to be into Hollister, Jack Wills and Superdry. They all seem to be the same stuff with different logos :o They all seem to have a variety of logos available from in your face to more discreet.

Apparently (ds 14 and dd 13) tell me, those labels (Abercrombie etc) are like so yesterday. These days it's smaller, cheaper labels (hurrah) like Burton, Top Man, H&M.

Can they tell ds1 that please Hully?

Bloody Superdry.

I know! It's just fab!

It completely depends on his friends and personality, I'm afraid. If you know any of his friends' parents ask them - it varies so much even within schools.

Thankfully, DS1 is happy with his Superdry hoodie (discrete logo) which he can wear with the rest of his clothes which come from H&M :o The brands are all still "in" at his school though, and in this area generally.

He's really not that interested TBH. When I bought him a Jack Wills T Shirt in the summer sale he was like "oooh, a t shirt" and had to have it explained by more with it friends that t wasn't just a t shirt. By contrast, his best friend was bouncing round the room when he opened the one I'd bought him for his birthday.

fab - will look at superdry & h&m! I really am clueless.
thank you!

Well my nephews are older but don't seem to be into labels anymore, more cool stuff from H&M and Top Man.