It’s all about simplicity.
At a time when streetwear is dominating the conversation in the world of men’s fashion, there are a number of brands that are quietly building sizable businesses selling updated basics to guys who don’t live and die for the latest Supreme drop or Virgil Abloh sneaker collaboration.
Brands such as Buck Mason, Everlane, Goodlife and Huckberry are making inroads selling these items, which could be labeled “everyday casualwear” or “essentials.”
In years past, their customers probably bought their chinos, T-shirts and hoodies in department stores or specialty retailers such as Gap or Banana Republic. But today, they’re increasingly seeking out other options and spending their money on brands they feel better address their needs.
“They offer simple solutions,” said Wendy Liebmann, chief executive officer of WSL, a global strategy consultancy. “When you look at all the new businesses that are cropping up, they address the fundamental issue in the industry, which is that men are looking for something reasonable to wear that is comfortable and stylish.”
Liebmann believes the “increased lack of service” at department and large specialty stores, coupled with the “enormous” assortment offered “without curation,” is what is driving men to indie brands that are trend-right but not overwhelming.
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