On August 27, 2018, The Row announced that the ready-to-wear label finally is ready to officially launch its menswear collection. The highly-praised brand has impeccable timing as the demand for fashionable menswear is growing at a rapid pace. Additionally, the beauty industry recently has generated a sizeable amount of buzz after a series of high-profile cosmetic brands, from Chanel to Target, released their first-ever men’s makeup line and beauty section, respectively. The takeaway is clear: Male consumers expect brands in all sectors of these industries to provide them with more choices that best cater to their custom needs. For 2018, L2, a market research firm, forecasts that the menswear market will experience a compounded 5% annual growth rate, outpacing that of the womenswear market. Like most emerging trends in the modern fashion industry, we most clearly see this trend manifesting in the luxury and direct-consumer sectors.
According to Euromonitor, luxury brands’ menswear lines, such as Louis Vuitton and Balenciaga, will outperform their womenswear counterparts between 2017 and 2022, projected to boast a compound 2% annual growth. Marguerite La Rolland, a fashion and beauty consultant at Euromonitor, earlier this year in an interview with Business of Fashion, said: “This is due to men placing a greater emphasis on their appearance, fuelled by the rise of social media, and dress codes for men softening globally.”
Correspondingly, like the womenswear market, traditional brands no longer are appealing to millennial menswear consumers who, surprisingly to some, also are fickle. However, unlike their female counterparts, men more highly value convenience and simplicity throughout their shopping experiences – a result of their differing consumer behaviors. Unlike women, men tend to make more information-driven rather than emotionally-drive purchases. However, men equally use, and, therefore, care, about their presence on social media. Furthermore, aesthetic and accessible product details are a must for successful menswear brands.
Here are five menswear brands that every man (or girlfriend, wife, sister, mother, etc.) must know about:
Athleisure clothing is gaining popularity among both male and female consumers. However, except for traditional sportswear brands, such as Nike and Adidas, there are very few fashion-conscious, niche labels targeting modern men. It seems that, for women, the options now are endless. From Lululemon to Outdoor Voices and Sweaty Betty, it is fair to say the women’s athleisure market has been well saturated for some time now. However, men have long not had many options in this apparel sector.
Founded in 2015, with its initial funding coming from Kickstarter, this direct-to-consumer basics brand has become so popular that its “All Day Everyday” pant had a 1,200 person waitlist in early 2017. Marketed as sweatpants that can be worn at home, to the gym, and even to the office, from their sell-through rates, it is clear that the brand’s product lives up to its claim. Accordingly, Public Rec offers other athleisure basics, specially crafted for men.
The brand was born out of founder, Zach Goldstein’s, a former investment banker, frustration with not being able to find properly fitting sweatpants – especially ones that could be worn both for work and leisure. Since the launching and selling out of its first, and still best-selling product, Public Rec has rolled out several different products, in its signature technical fabrics, including shorts and bomber jackets as well as polo, henley, and tee shirts.
To introduce yourself to the brand, check out this seemingly perfect pair of pants for yourself. It seems that very few have been disappointed.
Men have long been believed to spend less time and not be as thoughtful when choosing what garments to buy than their female counterparts. However, it seems that even the most sharply-dressed men still seem to pay little attention to the undergarments that they buy. Of all of dressing items, underwear and socks, ultimately, serve as a functional, rather than a fashionable, purpose. Understandably, this leads to most men picking up whatever pack of underwear they can find to do the job. Then, they wear out these low-quality pairs of underwear until it is necessary for them to purchase new pairs, creating a repetitious cycle, resulting in endless discomfort – accordingly to a more reliable, male, source.
Understanding this lack of thought that men put into picking out their undergarments, Mack Weldon’s founders, Brian Berger and Michael Isaacman, knew that there must be a better way. As a result, the direct-to-consumer label prides itself on offering underwear, undershirt, socks, and swimwear for men who want easily accessible yet high-quality products. Mack Weldon tightly curates its merchandise to make sure men have options but do not feel overwhelmed when it comes to making this essential yet irksome purchase.
Additionally, the company has cultivated a loyal following in an often overlooked product category, in which most brands’ disseminate impersonal market messages and inconsistent product offerings, as Berger explained in an interview WWD.
Through its shrewd usage of social media, influencer marketing, native advertising, and customer data-driven analytics, the digitally-native brand intimately understands what products and messages resonate with its customer base.
To upgrade your array of undergarments, try out one of their tee shirts to test drive the brand’s comfort claim.
Alexandre Mattiusi founded the brand while designing for a large designer label when he had an epiphany – how can he justify creating designs that even he could not afford to purchase for himself? After having this revelation, the Paris-born designer made it his mission to create a luxury label for the everyday man – ”real clothes, for real people.” Since its inception in 2011, the brand has amassed a cult following of like-minded fashion-conscious consumers.
AMI stays true to the characteristics used to define the French word “ami,” – relatable, likable, and friendly – when creating its luxury menswear products. The brand strives to create clothes for men of all different backgrounds, ethnicities, and age groups who share a common goal of wanting to dress well without sacrificing a certain of level casualness and comfort. By juxtaposing bright graphic-printed tee shirts and shorts with tailored jackets and pants, the brand’s offerings encompass the multifaceted and fluid nature of its customers’ lifestyles.
While AMI maintains a place on the Paris Men’s Fashion Week roster, the brand approaches its runway debuts a little differently than traditional industry players. The brand casts models of all different backgrounds and sizes for its the shows – in alignment with its inclusivity-centric ethos. The brand’s retail model also breaks outside of the industry mold, releasing its first pre-collection for Fall 2018 along with launching its womenswear line in January 2018.
AMI currently has six physical store locations – in Paris, London, Hong Kong, and Tokyo – in addition to its independent e-commerce site and 300 stockists worldwide.
To acquaint yourself with the brand, shop this sweater to elevate your basics wardrobe for the fall season.
Focused on maintaining its origin Savile Row aesthetic, the luxury label fully embraces its British roots. Edward Tautz founded his name namesake label in 1867. Yet, still, in 2018, with a plethora of emerging labels infiltrating the fashion landscape, the brand’s modern approach to menswear shows us that, when it comes to tailored suiting, there is something to be said for looking to tradition. In many ways, the menswear world can credit E. Tautz for being a pioneer in the luxury sportswear category. Currently, the brand has primarily stuck to its original production processes, sourcing and manufacturing the majority of its products at small mills in the U.K.
In 2009, the brand’s creative director, Patrick Grant relaunched E. Tautz as a ready-to-wear label after buying its parent company Norton & Sons. Since its revival, the brand simultaneously has stayed small and niche while modernizing, cultivating a customer base of well-dressed men who crave properly tailored yet effortless core pieces. In a world where sportswear and the casualization of culture are ever-so prominent, the refinement of Grant’s creations is refreshing and stands out among its contemporary peers.
Try out these trousers to best tailor your outfit for any occasion.
While the Amsterdam-based company has gained significant attention from consumers worldwide, the brand continues to deserve a mention as the label reinvented how men perceive formal wear and purchase suits. Founded in 2000 by Fokke de Jong, the label breaks down the price barrier, as well as the bells and whistles, that previously associated with this premium menswear category.
With its vertical supply chain, the brand offers high-quality tailored clothing, that would cost thousands of dollars at traditional luxury retailers, for much lower prices – starting at $500 dollars per suit. In addition to the attractive price point of its products, the brand allows its clients to customize and co-create their end purchases. The director-to-consumer brand walks men through the process of creating their custom-made suits, step-by-step, online using Suitsupply’s Fit Finder tool. For those seeking more guidance in the suit creation and styling process, the brand has a network of stores.
In October 2017, Suitsupply finally expanded into womenswear with its sister chain, Suistudio, demonstrating the importance of gender fluidity, co-creation, and desire for high-quality tailored clothing among all modern trend-conscious consumers.
For all of the men still reading, check out this navy suit to best style yourself this upcoming season.