Decoding Prince William’s sleek style overhaul
The Prince of Wales is usually known for his dependable yet occasionally, ahem, conservative wardrobe choices. But on his tour to South Africa this week, it was apparent that the heir to the throne has undergone a wardrobe overhaul. Not only was the 42-year-old still proudly sporting his rugged new beard, but he debuted a series of outfits which were more stylish than the “tourdrobes” we’ve seen in the past.
What’s more, there was a meaningful message behind the Prince’s new look. In South Africa for the 2024 Earthshot Prize, the royal elevated his look by incorporating pieces from environmentally conscious brands. “Sustainable fashion is something that’s really important to us,” said a Kensington Palace spokesperson, highlighting the intent behind the Prince’s wardrobe.
The Earthshot Prize, co-founded in 2020 by the Prince and David Attenborough, now managed by CEO Hannah Jones, annually awards £1 million to five innovators advancing environmental causes, including the environmental impact of the fashion industry, which is responsible for approximately 10 per cent of global carbon emissions and contributes heavily to landfill waste – an issue especially problematic in Africa, where much of the world’s discarded clothing ends up. “Radical changes are needed in the fashion industry,” Jones said.
During his South African visit, the Prince wore pieces from past Earthshot Prize finalists, including brands like Circ and Colorfix, in addition to a selection of items from other leading sustainable fashion labels. He also looked perhaps the best he ever has.
Here’s a look-by-look guide to the Prince’s style hits throughout the trip:
Day one: making the ‘broken suit’ look regal
For his first stop meeting young environmentalists, the Prince opted for a classic black single-breasted wool blazer with slim black chinos. The look embraced the “broken suit” formula, popularised by designer Stefano Pilati in 2015. The styling technique involves wearing two garments in the same shade but made from subtly contrasting fabrics, resulting in a refined yet relaxed vibe. By deploying this style formula, he showed he has his finger on the fashion pulse.
The standout element of his outfit, slick black suede Chelsea boots aside, was his khaki button-down shirt by Ecoalf. Founded by Javier Goyeneche in 2009, Ecoalf crafts clothing from recycled and eco-friendly materials. The Prince’s shirt, made with a blend of 20 per cent recycled and 80 per cent organic cotton, significantly reduces water use in its production. Also, coming in at under £100, it’s an accessible way to look sharp while supporting sustainable fashion.
“At Ecoalf we feel incredibly honoured that Prince William has chosen to wear the brand,” says Carolina Álvarez-Ossorio, Ecoalf’s chief marketing officer. “When Ecoalf was founded 15 years ago, our mission was to create a new generation of products with the same quality and design as the best non-recycled. We hope this will inspire the wider community to be part of the solution.”
Day two: elegant-yet-outdoorsy
On the second day of his trip, the Prince joined park rangers at the scenic Signal Hill above Cape Town. While a classic safari suit would have been a nostalgic nod to the one worn by his father, King Charles, during his 1984 visit to Papua New Guinea, his choice of a chore jacket and chinos offered a fresh, contemporary twist on rugged royal style.
His khaki jacket came from Rapanui, a sustainable brand based on the Isle of Wight, while his crisp white shirt from Ecoalf added a touch of polish. “​​I loved the olive green overshirt look,” says Luke Sweeney, a Savile Row-trained tailor and a co-founder of menswear brand Thom Sweeney. “It offered the perfect colours and look for South Africa.”
The Prince paired the jacket with slim teal chinos, affording the outfit more of a “bloke-at-the-pub” vibe rather than a “Prince-in-the-wilds” look. The subtle contrast between the greens added visual interest, but chocolate brown high-waisted slacks with cargo pockets and pleats might have further enhanced the elegant-yet-outdoorsy aesthetic.
Later that day, for a visit to Earthshot+ at Portside Tower, the Prince stepped up the formality in a slim-cut navy single-breasted suit, paired with a crisp white cutaway collar shirt and a £43 tie from a collaboration between Circ, a former Earthshot finalist, and Wilmok. The tie, crafted from recycled plastic bottles, added an appropriately eco-conscious element to his look.
The true star of the show, however, was his “Papa” friendship bracelet. Made for him by Princess Charlotte earlier this summer when they attended a Taylor Swift concert together, the bracelet proved it always pays to show your soft side, even when you’re the heir to the throne.
Day three: the perfectly-on-point vintage Prince?
On day three, the Prince embraced a classic off-duty statesman look for a visit to Kirstenbosch Botanical Garden, where he met with the 2024 Earthshot Prize finalists. He wore a khaki blazer over an open-neck shirt, paired with blue chinos and brown suede lace-ups. Despite its simplicity, the outfit was thoughtfully tailored, with each piece fitting the Prince well (though a slightly longer jacket might have enhanced his freshly lean proportions). The look also showcased how to dress for semi-formal occasions in warmer climates.
The Prince made his strongest style statement of the trip at the Earthshot Prize gala later that evening. He wore a dove-grey, Prince of Wales check double-breasted blazer, which, according to Kensington Palace, had been sourced “from a local vintage store in London”. He paired it with a pale blue open-neck shirt, midnight blue chinos, and sustainable trainers from Purified Shoes.
The biodegradable, plastic-free sneakers are crafted from materials developed by Earthshot finalist Natural Fiber Welding. “I had no idea Prince William was going to be wearing the shoes until just before we got here – it’s such a huge honour,” shared Mary Allen of Natural Fiber Welding. “I was told he sourced them himself after learning about our product, and it’s a massive boost for us.”
While it was impressive to see the Prince opting for sustainable choices, the look might have been even stronger with a few adjustments. A slightly wider cut on the trousers would have balanced the blazer’s double-breasted silhouette, and a midnight blue roll-neck sweater under the jacket would have added a sleek edge.
The open-neck shirt with trainers leaned a bit too casual, giving the outfit a “tired commuter” vibe. Sweeney has a different view: “Prince William made a well-considered sartorial statement, mixing separates and casual pieces. The grey double-breasted blazer, navy trousers, and powder blue shirt were perfectly on point.”
Day four: riviera elan – his best look yet
On the final day of the tour, the Prince debuted what was arguably his most successful look of the four-day trip. Visiting local seaweed businesses dedicated to using organic materials to repair the planet, he wore a striking blue double-breasted blazer sourced from a London vintage shop, paired with slim white jeans and a textured chambray shirt.
The nautical style of the blazer perfectly complemented the crisp, riviera-inspired white denim, while the chambray shirt softened the formality of the tailored garment. Whether it was his last-day smile or the added ruggedness of that beard (the beard!), the look imbued him with a devil-may-care elan – equal parts Tsar Alexander at his dacha and Duke of Windsor on a yacht – proving that it’s more than possible to look unimpeachably elegant in vintage tailoring.
“It’s great that William is wearing vintage, particularly as his family famously get their suits made on Savile Row,” says stylist and thrifting expert Bay Garnett. “But the message is loud and clear: second hand does not mean second best; it’s a style choice.”
Read more of Teo van den Broeke’s writing at The Closet
