What is in the name of a suit? For basketball player-turned-stylist-turned-menswear designer, Adrien Sauvage’s creations take the menswear indispensable into a new realm with fresh cuts, new perspectives in terms of both marketing and challenging fashion’s tired and relentless seasonal calendars.

Armed with a Tumblr as his lookbook and photography (shot by Sauvauge himself) that can put a professional out of business quite effortlessly, Sauvage takes on the world and is determined to redress the modern man with Saville Row’s perfectionist tendencies and a boundless creative mind. Not sure what creative means when it comes to suits? Think Thom Browne who had first came up with the shrunken suit. But, Sauvage takes it one step further and works in the comfort factor. For Sauvage, his suits can be cut modernly slim, but his sleeves will always have enough volume so they can be rolled back like a bespoke outfit. Nothing will be too tight or too short, and don’t worry– the Sauvage man will always be able to hail a cab without breaking out in a sweat and of their seams.

Instead of working to surprise and looking for the capital “F” in fashion, Sauvage, gets the average modern man who would not be throwing in their credit cards for the avant-garde on the runway and won’t change their wardrobes and styles every six months. Sauvage aims to create something that would fit the average man, something they feel comfortable in and won’t look dull in.

On that note, Sauvage’s two-pronged campaign, “Natives” and “Captains”, doesn’t call out the big shot models celebrated on the runway. He shoots instead, the key figures in the world—from athletes to musicians to working class heroes. Aside from Mark Ronson, actor Bill Nighy, we also see the men of our neighborhoods in his campaign— for instance, Giuseppe of H.T Harris Delicatessen and Ron, an 82 year-old men who used to play for the Harlem Globetrotters and helps kids improve their game at Venice everyday.

Sauvage knows what it is like to be on the ground, he knows the everyman and manages to touch a heartstring with that understanding for men who don’t always know how to vocalize their sartorial needs. However, for there remains an interesting avant-garde edge in his show that gives him a spot on the fashion map. For his Fall/Winter 2010 campaign, decapitation ensues, and in his musings, there is nothing quite as modern and directional as death by Photoshop.