One of the question I am frequently asked by my male friends is which brands I would recommend. And because my blog has a reactionary approach to current attitudes, and because I believe that end-consumers do shape or direct trends I put this post together.
We all know and love the likes of Philip Lim, Public School, COS, and Acne Studios but there are a few less known brands that are making enough of the right noise to deserve our attention. New blood is attempting to redefine our perception of menswear, moving away from the tired “regular jeans and crew neck mid-bicep t-shirt” model, towards a new mindset that prefers to experiment with shape, volume, and masculinity.
But what is also interesting – watch this space- is their alternative route to market. Most of these brands choose to sell their collections only directly (via their reference retail and online shops) instead of selling via big department store chains and online conglomerates. They also understand that by collaborating with other cool brands, whose expertise is different to theirs, beefs up their offering. Collaborating and exclusively selling your product might sound a bit too dangerous for the fashion establishment, but it seems to be working for these new brands. Questions are born: are male consumers ready now to embrace the ‘lifestyle-model’ retail experience? Are they willing to search around for exclusive brands instead of finding a one-stop shopping experience like they used to?
But for now, let’s get back to the point and answer my friends’ question: I would recommend the below 5 menswear brands. They are definitely the ones to watch!