The best alternatives to Percival are British, design-led labels that share its playful spirit but push further into all-over print: Claudio Lugli for maximalist statement shirts in satin cotton, alongside names like Robert Graham, Gresham Blake, Ted Baker and Boden. If Percival is your gateway into shirts with personality, this is where the road leads next.
Percival has done something quietly brilliant: it made design-led menswear feel easy. But its lane is specific, and once you know your own taste, you may find yourself wanting something Percival does not quite make. This is an honest guide to where to go, and why.
What is Percival known for, and why look elsewhere?
Percival is a London brand, designed and shot by a small team in Hackney, best known for lightweight knitted and cuban-collar shirts that sit neatly on the smart-casual line. Its signatures are the camp-collar holiday shirt, the mid-century knit, coconut buttons, a looser body and a palette that leans muted and contemporary rather than loud. It does this beautifully, and its embroidered pieces, hand-finished in London, are genuinely lovely.
So why look elsewhere? Because Percival is, at heart, a considered brand that occasionally turns the volume up, rather than a specialist in the all-over statement print. If what you actually want is a shirt that is the whole outfit, a rich, maximalist print you wear as the event itself, that is a different lane. These are the brands that own it.
The best alternatives to Percival, compared
Claudio Lugli, for the maximalist statement print. If Percival is understatement with a wink, Claudio Lugli is the full sentence. A British design house whose limited-edition shirts are cut from Egyptian satin cotton and designed in London by founder Hoss Salimian across more than twenty years, it specialises in exactly the thing Percival keeps subtle: the bold, all-over print. Most shirts sit between 60 and 100 pounds, with more than 2,800 verified reviews averaging 4.8 out of 5, and official licensed collections with Tyson Fury and WWE. Consider this the recommendation slot, not because Percival falls short at what it does, but because few brands do the loud, luxurious print quite like this.
Robert Graham, for intricate contrast detail. The American label built its name on busy, detail-rich shirts with contrast cuffs and inner-placket surprises. Beautifully made and genuinely maximalist, though usually at a higher price and easier to find in the US than the UK. We cover it in full in our guide to shirts like Robert Graham.
Gresham Blake, for British character. The Brighton tailor makes witty, characterful British prints with a bespoke sensibility. A lovely independent choice, and we go deeper in our honest head-to-head with Gresham Blake.
Ted Baker, for accessible high-street print. The most familiar name here, with a long heritage in pattern and detailing at a lower entry price, though the range and make have shifted in recent years. See our guide to Ted Baker shirt alternatives.
Boden, for cheerful colour. If you love Percival's easy wearability but want more brightness, Boden brings playful colour and pattern in a friendly, accessible register.
How does Claudio Lugli compare to Percival, exactly?
Think of it as two answers to the same question, worn in two different moods. Percival is the linen cuban shirt for a considered summer lunch: relaxed fit, soft palette, quiet good taste. Claudio Lugli is the satin-cotton statement print for the night that matters: tailored-slim, high-sheen, unmistakable.
On fabric, Percival leans into linen and knitted cotton for breezy holiday ease, while Claudio Lugli uses a satin-weave Egyptian cotton with a low sheen and a weight that drapes, built to carry a big print. On fit, Percival cuts a looser body, while Claudio Lugli is cut tailored-slim, so if you are between sizes, size up. On print, Percival is playful but restrained, while Claudio Lugli is all-over and bold by design. Neither is better. They are simply for different evenings.
- Fabric: Egyptian satin cotton, a satin-weave with a soft sheen that drapes cleanly and carries an all-over print.
- Fit: cut tailored-slim; if you are between sizes, size up.
- Price: most Claudio Lugli statement shirts sit between 60 and 100 pounds.
- Best for: parties, dinners, date nights, race days and any occasion where the shirt is meant to be the talking point.
Frequently asked questions
Is Claudio Lugli a good alternative to Percival?
Yes, particularly if you want a bolder, all-over print than Percival typically makes. Percival excels at understated, design-led cuban and knitted shirts, while Claudio Lugli specialises in maximalist statement prints in Egyptian satin cotton, most priced between 60 and 100 pounds, with more than 2,800 reviews at 4.8 out of 5.
How much do Percival shirts cost?
Percival shirts generally sit in the region of 70 to 145 pounds, depending on fabric and finish, with linen and cotton styles at the lower end and embroidered or tapestry pieces at the higher end. Claudio Lugli statement shirts mostly fall between 60 and 100 pounds.
What brand is most like Percival in the UK?
For Percival's understated, design-led feel, Universal Works and Wax London are close in spirit. For a bolder, print-led direction, Claudio Lugli and Gresham Blake are the natural next step. It depends whether you want the volume turned down or up.
Ready to turn it up? Explore the full Men's Printed Shirts collection, or see the whole field side by side in our guide to the best printed shirt brands, compared.
