What: Business of Fashion explains the driving force behind the menswear market’s unprecedented boom.

Why it is important: In preparation for our IADS Men’s Fashion Meeting on September 6, we would like to share Business of Fashion’s highlights on the menswear boom. Streetwear is out, casual tailored styles are in.

Casualisation has been seeping its way into fashion long before the pandemic, but the work-from-home lifestyle has cemented new silhouettes that prioritise comfort. Surprisingly, the importance of comfort does not equal streetwear. Retailers report that streetwear is losing momentum and loungewear pieces such as hoodies, tracksuits and sneakers are no longer hit items. The items replacing these fall into clothing that can be styled for multiple occasions with a priority on fit and feel. Men’s shirting, casual jackets, loafers, and even accessories like bags and sunglasses are increasing in popularity.

The connection between a more casual yet styled menswear look has been tied to social media and chat platforms (Instragram, Podcasts, Discord channels, and subreddits) allowing men to discover fashion on their own and exchange with each other regarding menswear trends. In addition, gender fluidity plays another role in widening the scope of men’s fashion.

Suiting is being scaled back by both retailers and designers to promote casual menswear like sports coats and knitwear. The trend “blokecore” – a viral subculture that celebrates the style of middle-aged men and has reached 27 million views on Tiktok – is one example of shifting menswear styles and how these trends are communicated.

Men are also favouring a tailored look. Flannels is meeting the rising market demand by investing in a personalized menswear shopping experience. Their Liverpool flagship will be offering alterations and made-to-measure styles with a selection of fabrics from over 10 participating brands.

As suiting fades in relevance brands are pursuing a sportier approach. Brands like Burberry Gucci and Dior are looking to new sports star ambassadors to capitalize on the growing interest from new audiences of men.

Euromonitor projects the category will grow faster than womenswear over the next four years, expanding to 547.9 billion USD by 2026, at an average annual growth rate of 5.8%, compared to 5.3% for womenswear. At London-based luxury retailer MatchesFashion, sales of men’s clothing are up 40% compared to the same period last year, while men’s footwear is up 50%.

Menswear Market on the rise