What: M&S introduces a new performance-led menswear collection under its Autograph sub-brand, targeting younger, style-conscious customers with adaptable and technologically advanced clothing.

Why it is important:  M&S’s strategy highlights the importance of in-house brand development and operational agility in driving sales growth and attracting new customer segments.

M&S has unveiled Autograph Performance, a new menswear collection within its Autograph sub-brand, designed to address the evolving needs of modern men across work, travel, and leisure. The line features advanced fabrics such as Tech Wool and 360 Flex technology, offering four-way stretch tailoring, crease-recovery suiting, and water-resistant materials for maximum adaptability. The Performance Packable Suit, priced competitively, is tailored for the growing number of hybrid and remote workers, reflecting a shift in workplace attire preferences. The collection also includes moisture-wicking chinos, antibacterial shirts, and footwear with Smart Step Technology, all aimed at enhancing comfort and versatility. Autograph Menswear’s value has quadrupled over three years, now representing nearly a quarter of M&S’s total menswear sales, and the brand is successfully attracting a younger demographic, with over half of its customers under 45. This launch supports M&S’s broader strategy to expand its appeal among men aged 35-54 and reinforce its relevance in men’s fashion. 

IADS Notes: M&S’s Autograph Performance launch mirrors industry-wide shifts toward innovation and versatility, as seen at John Lewis with its focus on advanced fabrics and collaborations (Drapers, April 2025; Fashion Network, September 2025). Both retailers are targeting younger, style-driven consumers, adapting to hybrid work trends (Sifted, April 2025), and leveraging in-house brand development to drive growth. M&S’s operational agility and renewed focus on core categories have resulted in robust sales increases, with Autograph now a key contributor to menswear performance (Retail Week, September 2025; WWD, November 2024).

M&S launches 'Autograph Performance' menswear line