Friday, 20 March 2020 17:48

Splash or Cash? The Greek Key Underpants

Versace greek key underwear black gold pantsVersace underwear, thanks to its signature use of the ancient Greek key design, has become one of the most recognisable brands across social media and in other images.

A little light history if you will. This decorative border is also called a meander or meandros. It recalls the twisting and turning path of the Maeander River in southwestern Turkey and is the labyrinth in linear form. It is thought to symbolise infinity and unity.

These, let’s call it an ‘homage’, from River Island, could fool even the biggest designer underwear fan. While the Versace Medusa head has been replaced by a bee - clearly these will be popular in Manchester - the rest looks almost identical and nobody on Instagram would ever know!

Versace greek key underwear black gold pants

Left - River Island - Black Printed Waistband Briefs 3 Pack - £15

Right - Versace - Logo Low-Rise Stretch-Cotton Briefs - £45 from matchesfashion.com

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Thursday, 19 March 2020 17:53

Home Gyming Is Peloton Any Good?

Home gyming is Peloton any goodWhile the country isn’t in lockdown just yet, and gyms are still open, many people will be thinking about their options when it comes to staying fit and continuing their habit of working out and the buzz it gives. Not to be a gym bore and, obviously, there are more important things, but keeping the body and mind active and positive is important right now.

Left - Turns out Peloton is more than just spinning. Who knew?

One of the brands pioneering at home gyming is Peloton. When Peloton floated in Sept. 2019 raising $1.16 billion, giving the company a valuation of around $8 billion, I scoffed, asking how spinning at home on a £2000 bike and paying £40 for privilege could really be worth that much? Now, we’re all thinking how clever they are. While they won’t reveal whether they’ve had a recent sales surge, I thought this was the perfect time to investigate what the fuss was all about.

Poppy Taylor runs @officialukladiespeloton an Instagram account she runs to support the UK Ladies Peloton FaceBook group that she’s a member of. They have more than 1700 members.

"I love that I can work out at a time that suits me and where I don’t need to worry about childcare, as a SAHM (stay-at-home mum) of toddler twins it would be really hard to find time to exercise if it wasn’t when they’re asleep - at which point I can’t leave the house anyway!” she says.

“The classes can feel like therapy, the instructors have an extremely positive way of talking to you which can really carry you through the day. And it’s an amazing workout! I’ve lost more than a stone and completely changed my body shape purely through Peloton classes.” says Taylor.

A ‘Basics Package’ starts at £1990, which can be paid off interest free, and all bike packages require a monthly Peloton All-Access Membership. Access to unlimited class content across multiple profiles cost £39 a month. There is no commitment and you can pause or cancel anytime.

“The obvious negative is the initial outlay, but I do genuinely think it’s been a hugely worthwhile investment for me.” says Taylor. “I love it and it has changed my life. There IS a real stigma around it being comically expensive though (some of the older adverts don’t help that image!) so it can be hard to convince people it’s not a load of nonsense. It’s more than a bike, but the ads don’t always get that across.” she says.

Clearly the Peloton marketing hasn’t got across the full benefits of the bike and that it offers far more than spinning.

“I think it offers good value for money if you use it! I’ve taken nearly 250 spin classes but there are also runs, walks, bootcamp classes, yoga, strength workouts and even things like guided sleep meditations. There’s so much more than just the bike content. The stretch classes have made a big difference to me as I was previously very stiff and sore from carting two heavy toddlers about.” she says. 

“I’ve had the bike a year now and not gotten remotely bored of spinning, I guess because there are so many class types and instructors. There are latin rides, HIIT rides, 70s rides, rock rides, tabata rides, hip hop rides, climb rides and all sorts. You can search classes by artist or difficulty or class style, then there’s all sorts of lengths too so there’s always something fresh to try from the 1000s of classes available. I do love spinning though!” says Taylor.

Lian Hirst, Founder, Global PR & Digital Agency TRACE Publicity, says, “I ride every morning before work. With the recent developments of increased ‘working from home’ and the closure of big gyms it offers me complete flexibility, allowing me to work-out ‘on demand’ utilising my time to best efficiency and work-out around meetings/conference calls.

“It also reduces the ‘commuting time’ to/from the gym which, when you are working to a busy schedule can lose you an hour of your day which could be invested in another area of my day.” she says.

“It’s a brilliant product. It does exactly what it says. I usually do a 45 minute ride on a morning followed by a 10min weights work out and then a 5 minute stretch. The capability to ‘tailor’ your work out around time/type of work out and also choose your instructor is great. Some mornings I feel like a more relaxed ride, other mornings/evenings I opt for a live ride or a live DJ ride.

“I miss it when I travel. Most International hotels haven’t adopted the Peloton as yet. Working out in a traditional gym seems dated now and not very inspiring.” says Hirst.

“Personally, for me, it offers great value for money. I actually purchased mine through Klarna which allowed me to pay in monthly instalments, which in reality wasn’t far off what I was paying monthly for a traditional gym membership, but with the ability to work out whenever I like.

Home gyming is Peloton any good

“It is also a great product for switching off. I often take a meditation class on the app before I go to bed or sometimes on my way to work to re-focus my mind and take time out for myself.” she says.

For those who don’t have the budget for a Peloton bike, they have extended the 30-day free trial period for their Peloton App to 90 days. The Peloton App provides thousands of instructor-led, immersive workouts that can be done with equipment or none at all, enabling people to stay active from the comfort of home. Features like virtual ‘High Fives’ and a ‘Leaderboard’ that shows everyone participating in a class allow those working out from home to stay connected with friends, the broader Peloton community and Peloton’s roster of elite fitness instructors.

Peloton has released the ‘Tread’, its version of a running machine in US but is yet to launch it in the UK. Other home interactive gym machine products in the market include the NordicTrack RW900 Folding Rowing Machine from John Lewis at £1,499. Nordic track also offer bikes, ellipticals, treadmills and strength machines with their iFit training software at £129 for one year.

What these companies and products offer is convenience. While people have had exercise equipment at home before, this digital interactive/class side stops people from getting bored, gives motivation and the online communities go someway to add the social side of the gym at home. Peloton's marketing needs to get across it is more than just a bike, but these users are clearly impressed. All exercise needs to hook you in and keep you there if you're going to keep it up. Peloton gives it a positive spin.

Tuesday, 17 March 2020 17:10

Splash or Cash? The Box Brownie Bag

Box bag trend menswear mens Nappa Dori IndiaI think Loewe’s Puzzle Bag is the main influence here. The box shape is practical and distinctive, especially worn across the body. It looks like you're carrying a Box Brownie camera, while in fact the box shape is useful for your phone charger and any other bits you want to carry.

For the cash option, I recently discovered Indian brand, Nappa Dori, stumbling across their store in Covent Garden. The Nappa Dori name literally translated means 'leather and thread’ in Urdu. Founded in 2010 in Delhi by Gautam Sinha, a NIFT (National Institute of Fashion Technology, Delhi) graduate in Fashion Design, he had an epiphany that compelled him to discard conventional fashion design and explore the world of Indian leather and artisanal craftsmanship.

Left & Right - Nappa Dori - Nordic Brick Bag - £181.10

Box bag trend menswear mens Nappa Dori India

Nappa Dori supports Harmony House, a day shelter for destitute children in India that provides free food, shelter, clothing, education and medical care to the under privileged. As well as the flagship store in London, they are seven stores in India spread across Delhi, Gurgaon & Bombay.

While for the cash option, designer, Eudon Choi, has this square bag with a similar handle to the Puzzle in this handsome green colour.

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Below - Eudon Choi - Cardena Dark Green Leather Box Bag - £385 from Harvey Nichols 

Box bag trend menswear mens Eudon Choi

Box bag trend menswear mens Eudon Choi

menswear product of the week adam jones pub beer towel tank topNow it is out of bounds, it is the perfect time to celebrate the traditional pub. Welsh designer, Adam Jones’ presentation for his SS20 collection at LFWM in June was a confection of beer mats, beer towels and everything associated with your local boozer. It’s one part tacky, two parts nostalgia. I’m surprised his old enough (28) to remember beer towels at the bar soaking up the excess lager or bitter.

Anyway, I’m loving these beer towel tank tops, particularly the Tetley Bitter. They’re fun, a bit retro and obviously up-recycled. 

menswear product of the week adam jones pub beer towel tank topHis stockist is 50m at Eccleston Yards, a short walk from Victoria Station in London. 

This is the perfect time to support young British designers and he has a super cool Newcastle Brown Ale scarf for only £60. A steal.

Right - Adam Jones - Gold Cross Beer Towel Vest - £190

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Friday, 13 March 2020 12:22

Tried & Tested Moon Oral Beauty

Review 
Moon teeth oral beauty kendall jenner tried testedMOON(TM) launches in the UK with the Teeth Whitening Pen, Stain Removal Whitening Toothpaste, Activated Charcoal Whitening Toothpaste, Activated Charcoal Rinse, Clean Slide(TM) Waxed Floss, Clean Slide(TM) Waxed Flossers and Soft Bristle Toothbrush set. Prices range from £6 to £20.

The entire collection is PETA certified Cruelty Free & Vegan. Elixir X(TM), which can be found throughout the toothpaste and mouth rinse collection, is filled with antioxidants like cleansing black tea and cranberry extract, plaque-reducing coconut oil, calming and healing Dead Sea Salt, and soothing ginseng and echinacea. The formula is also packed with green tea, peppermint and tea tree oils that provide an invigorating boost and fight bad breath.

Left - The full Moon range

TheChicGeek says, “When you see Kendall Jenner in the brand’s imagery you presume there’s some serious budget behind this new ‘oral beauty’ brand. Moon, ‘a name that reflected unchartered territory and something groundbreaking. The MOON is the future. The moon is where everyone is trying to go.’ is from Shaun Neff who founded his own skate/surf label called Neff in 2002. A ‘Brand Whisperer’ - I am banning that BTW and all the (TM)s! - Shaun has also had involvement with brands such as Sun Bum, Béis, Pattern and florence by mills. 

Right - The top of the teeth whitening pen

Review 
Moon teeth oral beauty kendall jenner tried tested teeth whitening

Now, his focus is on Moon with its range of 7 oral health products. I tried 2 products from the range; The Kendall Jenner Teeth Whitening Pen and Activated Charcoal Whitening Toothpaste. 

The toothpaste is pretty much a standard black charcoal toothpaste, while the whitening pen does add the ‘oral beauty’ element to the brand. A wand with a button applicator at the bottom and brush at the top, it has a vanilla mint fragrance. You brush on the clear gel, wait 30 seconds before closing mouth and 10-30 minutes before eating or drinking.You can apply up to 2 times per day for 4 weeks. It does say ‘Do not use in combination with coffee, tea, cigarettes or other substances that many impact whitening effect.” 

I can see the black packaging appealing more to guys than women, but the teeth whitening pen has ‘KENDALL’ prominently on the cap. This is a comprehensive range and the prices aren’t crazy. The dental market could do with some sexing up and Moon definitely makes these types of products more appealing.”

Moon - The Kendall Jenner Teeth Whitening Pen - £20, Activated Charcoal Whitening Toothpaste - £11 Exclusive to Boots

Below - Dangerous driving? Kendall using her pen

Disclosure - A sample was gifted by Moon for review

Review 
Moon teeth oral beauty kendall jenner tried tested

Thursday, 12 March 2020 16:45

Menswear Product Of The Week The Parasuit

menswear product of the week parasuit suit raeburnWhile I’m not sure when the suit will return, if ever, as a fashion thing, one of the lovely gentleman who works at Raeburn was wearing this on their stand at the recent Pitti Uomo. The penny dropped and I thought, this is how you wear a suit today. 

Made out of a sort of shell material, it is easy care and looks modern and contemporary. Called the ‘Parasuit’ and crafted in the Raeburn Lab in East London using original dyed parachute material, it is reworked to achieve a textured and lightweight crinkle finish. This item is one of 50, and individually numbered and is the nearest thing to sportswear you're gonna find in a tailored shape. Great for travel too.

Left & Below Raeburn - Parasuit Jacket - £350, Parasuit Trousers - £250

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menswear product of the week parasuit suit raeburn

Tuesday, 10 March 2020 16:51

ChicGeek Comment See The Trees

stella mccartney fashion show tree samplings given outAt the recent Stella McCartney AW20 show in Paris guests were gifted a sampling. Wrapped in paper and tied with string, a note was attached which read: “We should all be carbon neutral now. We are absorbing the CO2 emitted by the show to make this a completely carbon neutral experience. Planting this tree is part of the solution.”

Left - The samplings given out at Stella McCartney's AW20 fashion show in Paris

How many of these young trees made it off the Eurostar and into the ground we’ll probably never know, but it is another example of fashion’s current obsession with tree planting to seemingly balance out the rest of its environmental impact. 

New trees have become part of some quantum, climate change, environmental maths equation and, seemingly, the answer to many of our climate change woes. It’s an easy solution to carry-on-as-you-were by simply chucking money at the problem and hoping re-greening, by randomly planting new trees, is the band aid needed.

The Committee on Climate Change says the UK will have to plant 1.5 billion trees if it is to meet its pledge to reach net zero emissions by 2050 – and this needs to “happen quickly”. UK woodland cover needs to increase from 13 per cent to 17 per cent. It recommended that 30,000 hectares be planted every year, but if other carbon-reducing targets are not met, it said this will have to go up to 50,000. In 2018, the UK planted 13,400 hectares of woodland.

In the recent Labour 2019 manifesto, it said, if elected, it would plant 2 billion trees in the next 20 years. That would have been the equivalent of 100 million trees a year; the equivalent of three trees planted every second, day and night. These numbers are staggering and make the whole thing look too simplistic and far fetched. Where would they all go? It's as though all these trees will just magically appear not to mention. Done. Fixed.

European footwear brands such as Womsh, Faguo, Yatay have all made planting trees part of their brand ethos and USP. Yatay promise for every pair of shoes sold a tree will be planted in a specific area in Bore, Kenya and since 2014, Womsh has created and preserved 46 tennis courts of equatorial forest and offset 74 tonnes of carbon dioxide emission, equal to the consumption of more than 10 milions sheets of paper.

Romain Teissedre, Faguo Communication Manager, says, “From the beginning, Nicolas and Frederic, (the founders) wanted to be positive for the planet. They choose trees because it's the best way to offset CO2. It encourages wood use too. We think that it's better to use wooden materials instead of plastics or glass, because it continues to offset CO2. We symbolise that with a coconut button on all of our products.” he says.

yatay italian sneakers stella mccartney fashion show tree samplings given out“For each collection, we know how many Faguo products we will produce, so we ask our plant nursery workers (Naudet Pépinières) to find projects in France who want to forest or re-forest their land.” he says. “If they engage to care about the plantation and put a wood Faguo panel in front of the forest, then Faguo pay for all the plants in the field. Naudet Pepinières wait for the right season to plant and decide if they plant conifer or broad-leaved trees.” 

Right - Italian sneaker brand Yatay informing customers how many tons of CO2 has been absorbed by their tree planting

Faguo has planted 1.5 million trees in France since 2009 in 270 Faguo forests.

“It's great, but not enough." says Teissedre. "We need to install a more circular fashion to reduce our emissions. The beginning must be using recycled material!” Sixty-five per cent of Faguo products are made with recycled materials right now. It will be one hundred per cent by 2024 they say.

“Planting a tree is good, but the most important act is reducing our footprint.” he says.

A whole industry of socially responsible companies have sprung to facilitate this new mania in tree planting from the fashion industry. Offset Earth helps companies and individuals offset their carbon footprint by supporting carbon reducing projects around the world including tree planting. Olly Rzysko is an advisor and Co-founder for Offset Earth. Having worked in retail (specifically clothing/fashion) since he was 20 he knew the impact it was having on the environment and also the power it has to make a difference, quickly. He donates his time to Offset Earth having been really inspired by Elliot, Alex and Lucy, who founded it in 2019.

“The fashion industry, like most industries, is unable to completely remove its carbon footprint overnight, it may never be totally possible.” says Rzysko. “All the while our dwindling global carbon budget continues to drain faster than ever before. What we need to do until industries are fully decarbonised is pay to offset the footprint as it will increase the amount of time we have to live more sustainably.” he says. “You can do the offsetting by planting trees, protecting rainforests, and installing wind and solar farms.

“At Offset Earth we don’t count tree planting as carbon reduced, the tree has not yet grown yet so the carbon has not yet been reduced. The trees we plant will absorb a lot of carbon though, and this calculation is often averaged over a 25 year growing period. Many tree varieties will keep on growing after this, and the carbon they sequester continues to accelerate. For Offset Earth planting trees is a backbone of what we offer - it’s what really ignites the imaginations of our susbscribers, plant 12 trees a month for £4.50.” says Rzysko.

stella mccartney fashion show tree samplings given out faguo french forests

Is there anything consumers should look for or be suspicious of?

“You should look to find information on how the climate projects are being verified as to what they are doing. The projects we support are all verified by Gold Standard, an independent certification body, that raises the standard of the project to an exceptional quality. Other standards include Verra, Climate Action Reserve and Climate, Community & Biodiversity.” he says. “Often you wont be buying carbon offsets directly from them, so if you’re going through another company then ensure you’re happy with the level of transparency and thoroughness of the information, that has links to plenty of sources.”

How can consumers trust that these trees will be planted and cared for? “The actual project operator that is planting the trees needs to be well established and known for responsible reforestation. Our reforestation partners work with local governments and plant in newly nationalised parks, protecting them in perpetuity. There should be a monitoring period over 30 years in place, where an independent auditor ensures the stated number of trees are healthy.” he says.

Left - Map on Faguo's website showing where and how many trees have been planted in France

“If the entire (fashion) industry offset its carbon footprint it’d be a staggering boost to our global climate goals, but it is just one part of the solution.” says Rzysko. “The reason we need to use this tool is because it’s available today and is something most businesses can get behind without too much effort. The bigger picture is to remove the carbon footprint of the industry, and that will be slow to change. However it needs the spotlight at all times to ensure we’re all marching in the right direction.” 

Fashion app, Mallzee recently launched a Swipe To Plant initiative, partnering with non-profit organisation One Tree Planted - a non-profit dedicated to global reforestation - to turn every swipe made on their free Mallzee apps into tree planting funding. The week long green initiative focused on highlighting the sustainable fashion ranges available on the shopping app whilst also helping fund reforestation globally. In addition to helping consumers find their favourite fashions, Mallzee strives to reduce wastage in the fashion industry by partnering with retailers to improve their product selections and stock ordering through pre-release product testing.

Tree planting is fantastic, and nobody is going to say the world has too many trees, but it feels too easy and simplistic an answer in combating the impact of the fashion industry. Just carrying on regardless and saying you’ve planted part of a forest feels like the environmental equivalent of sticking a plaster over a gaping wound. Many brands are doing great things and are transparent in their efforts, but consumers can feel blinded by the numbers and what it all means. It's also clearly cheaper to plant trees in some countries over others due to land prices and labour costs. This trend is a positive one, but it does feel like some brands are jumping on the brand wagon and how much of this is checked, monitored and also cared for, with so much passing onto third parties, is ripe for abuse. Forget the wood, consumers need to see the trees. 

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Tuesday, 10 March 2020 10:42

Spring 2020 Menswear Trend La Fun Shirt

Fun shirt preppy coloured shirt Drakes De Fursac Rowing BlazersThis preppy patchwork classic is seeing a resurgence this summer. The story goes that on a visit to one of his company’s shirt factories in the 1970s, Ash Wall, the vice president and great-great-great-grandson of Brooks Brothers founder Henry Sand Brooks, picked up a "training shirt:" a shirt made by factory trainees using mismatched scraps of fabric. Wall reportedly tried one on and commented: "These are some fun shirts.”

Fun shirt preppy coloured shirt Drakes De Fursac Rowing Blazers

Here is the picks of the best of SS20: The French brand, De Fursac, calls it, ‘La Fun Shirt’, while the American brand, Rowing Blazers, continues to reinvent preppy with their stripey number, and our homegrown Drake’s is proudly handcrafted in Somerset, UK.

Left - De Fursac - La Fun Shirt - €145

Right - Rowing Blazer - OG Fun Shirt - $175

Below - Drake’s - Multi-Colour Cotton Poplin 'Fun' Button-Down Shirt - £195

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Fun shirt preppy coloured shirt Drakes De Fursac Rowing Blazers

Monday, 09 March 2020 17:22

Grooming Dated Daniel

daniel craig james bond male body hair

daniel craig james bond male body hairWhen Daniel Craig had his birth of Venus (more like Mars) moment, emerging from the sea fully hench, we all knew this sexualised image was the dawning of a new era of Bond.

That was 2006, and was many people’s first introduction to the first of his five Bond films, Casino Royale.

From Left - 2006 -2020

Fast forward to 2020, and, as Craig bows out of his dinner suited role, we get another undressed look thanks to British GQ. 

Now, 52, he looks just as toned and muscular as he did 14 years before. He looks good, but, there’s something of out of step and slightly dated about the image. While he hasn’t changed, men have.

The clean-cut, shaved, tanned and hairless body of 2006 looks almost immature for a man today. There’s a slight hairy treasure trail above his waistband, but it feels like he’s stuck in a Love Island-like time warp sponsored by Veet.

Like I’ve written before, (see below) men are hairy now. From Only Fans porn stars to Frida Kahlo, hairy is lazy and it looks great. I don’t know why, but it just looks right, and that’s the whole point about it looking and feeling contemporary. 

daniel craig james bond male body hair sean conneryMaybe Daniel Craig is naturally hairless and that’s totally cool, but if he’s not, then it’s time for the natural Craig to step out of the water.

Right - We've had a hairy Bond before - Sean Connery

ChicGeek Comment Love Island Men’s Body Hair Polarisation

ChicGeek Comment PrEPpy Style

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warehouse menswear will it work?Is there ever a perfect time to launch anything? Warehouse, the women’s high street brand founded in 1976 by Jeff Banks, is launching menswear this week. The traditional British men’s high-street has been in the doldrums for quite some time since the skinny suit was replaced by the branded tracksuit. So, the question is, does this ambitious new launch signal the start of a potential menswear  renaissance or will it be simply too difficult in a segment that has seen other well known high-street brands crash and burn?

Jonathan Munro, Warehouse Menswear designer says, “We feel strongly that there is a gap for a well-designed sustainable brand at a great price point. We wanted to build on the success of the womenswear line, marking a new chapter in the brand’s history and fulfilling what we believe, is a gap in the market.” he says. It is worth noting that this isn’t the first time Warehouse has done menswear. They had menswear in the early days of Warehouse so they are not promoting this as a first.

Left - Warehouse Menswear SS20

The main focus is, the fashion word du jour, sustainable. The new range will be sold online via the Warehouse webstore www.warehouse.co.uk and through host e-tailers and retailers; The Idle Man, Zalando, JohnLewis.com, Next and the Australian retailer Myer. Price points range from £15 for a 100% organic T-shirt, up to £189 for a recycled polyester content suit and £229 for the chrome-free suede jacket.

“The core of the range is made up of high quality wardrobe staples that should last season-after-season, balanced with breathable cottons and linens in a wearable colour palette.” says Munro. “We have a great range of printed shirts, from monochrome geos to abstract hand painted illustrations which are all designed in-house. Key pieces include our heavy twill overshirts and slim utility trousers.” he says.

“Fashion needs to become more sustainable for the good of the planet.” says Munro. “100% of the range includes sustainable fibres such as organic cottons which use less pesticides and therefore less pollutants, recycled polyesters made up from salvaged plastic bottles and eco viscose which is derived from renewable wood sources.”

What will Warehouse Menswear add to the British men’s high-street market? “Sustainable clothing for the modern man who needs his clothes to last and work for him every day.” says Munro. “We know women buy clothes for men and we also know men buy clothes for themselves - it's aimed at whoever wants to buy it.” he says. “We are holding a pop-up store at Protein Studios in Shoreditch, running from the 2nd – 7th March. This is to allow customers to see the range first hand, interacting with the materials and learning more about the sustainability messaging which runs throughout.” 

What does the future look like for Warehouse Menswear? “Our main focus will be to continue to research and develop new ways of working with sustainability in mind, supported by the knowledge of what the Warehouse Menswear customer is looking for in a sustainable clothing collection.” says Munro.

Brands such as Whistles and New Look both struggled in the menswear category. Whistles cancelled its menswear range this time last year and New Look removed menswear from its stores in April 2019, going online-only. The rest of the high-street from Topman to River Island to Jigsaw have struggled to compete with Zara and the sports brands. But, things aren’t all doom and gloom, according to a ‘GlobalData’ report ‘The UK Clothing Market 2018 – 2023’, menswear will be the driving force of the clothing sector, forecast to grow by 12.3% over the next five years as greater trend incorporation and newness drives volumes.

warehouse menswear will it work?A British Fashion Council and Mintel report estimates that consumer spending menswear has grown 5.1% to reach £15.9 billion in 2018. Menswear now accounts for 26% of the total clothing market, whilst womenswear accounts for 51%. Consumer spending on clothing is forecast to rise 25% to £76 billion in the next five years to 2023.

Warehouse’s parent company, the Oasis and Warehouse Group, clearly sees potential in the menswear market having recently purchased online retailer The Idle Man for an undisclosed sum in Sept. 2019.

Right - Warehouse Menswear SS20

So, what do the experts think Warehouse Menswear’s prospects are?

“When this was announced, I’m not going to lie, I was very surprised, to say the least. I understand a lot of people keep on talking about the growth in men’s fashion & grooming, but when we see retailers from New Look to Whistles dropping their menswear offering, it does beg the question, is now the best time to launch a menswear brand extension? 

“Additional to this, we have an awful lot of talk on sustainability and buying less but better quality, plus when well known names like TOPMAN are not performing particularly well at the moment, its hard to see a brand not known for their menswear being a success in these difficult, uncertain times. However, maybe this is what the menswear market needs, maybe Warehouse it going to target the ladies buying for their men, but this is an ever increasingly niche demographic. I do wish Warehouse all the luck in the world and hope their Menswear offering is a success, but I won’t be holding my breathe.” says Anthony McGrath, Founder of Clothes-Make-the-Man.com & leading academic.

“It’s certainly a challenging time to launch, but there’s an opportunity for Warehouse where other major high street names are stalling or retracting on menswear. There are multiple challenges for high street retailers; nimble online competition, prohibitive high business rates, persistent economic uncertainty and the fact that many of us no longer choose shopping as a preferable leisure activity. However, in my opinion the current menswear offer from the high street, with a few exceptions, is failing to offer well-made, well priced and exciting product. There’s a proliferation of dull, cheap clothes. 

I’d like to see a certain amount of risk taking. Nobody needs another line of neutral, anonymous ‘wardrobe essentials’. Men shop for themselves. It’s not going to work if the strategy is to rely on existing customers.” says Jessica Punter, Stylist & Grooming Consultant, & former GQ Style & Grooming Editor.

“It'll be a tough fight, and depends on their marketing strategy I think. They have a nice campaign video and a pop up shop but is that enough? We'll see. They have an opportunity now to really nail it, to take the market share from the high street brands that don't do it particularly well, but time will tell! I think others failed because they weren't offering a mix of product for different customer groups, so hopefully Warehouse will.

warehouse menswear will it work?

“There isn't a 'good time' to launch I don't think, there's always going to be peaks and troughs in the industry, and right now we're just coming out of a terrible time for retail, so maybe it's a great time! To wait until fashion week or another event is pointless now as we know men don't really shop to seasons or events, they just shop because they need to. I guess it's a good time in the year though, because now is the time for newness, so makes sense from a business point of view. 

“Initially, I think it'll be the aimed at the women for sure, because they are the ones going in store and online to buy Warehouse, but if they have a good marketing plan, and get it out to wider audiences, men will slowly show up. Also, I wonder who they are partnering with, if anyone, to wholesale? That'll be really important in pulling in a new menswear customer. It'll be slow, but maybe they might be able to do what others have failed to do!” says Simon Glazin, freelance fashion writer and blogger.

Left - Will it work? Warehouse Menswear SS20

“I think there's space for an affordable, fashion-forward offer now Topman is tussling with Boohoo over cheap sportswear, but Warehouse aren't going to be the ones to provide it. Well, judging from the images I've seen.” says Lee Clatworthy, Fashion Writer.

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