This is a man’s world, to borrow from James Brown, with big retailers such as Harrods, Harvey Nichols and Selfridges casting fresh eyes over their men’s fashion floors and expanding their spaces to cater to a brand-conscious generation.
Online players such as Mr Porter, Matchesfashion.com, Farfetch and the British site Endclothing are making more space for sneakers, men’s capsules, exclusive products and limited editions, while the Paris men’s show schedule is back-to-back, with new international names and hot contemporary labels that show mens- and womenswear alike.
MyTheresa, which until now has sold womenswear only, is vaulting into the arena with a gutsy proposition to deliver a new elegance to the category, complete with a lineup of luxe brands, tailored clothing and price points suited to shoppers with deep pockets. Where other retailers may be stretching their offer or floor space to include more streetwear, T-shirts, sneakers, grooming products and entry price points, Mytheresa is taking a different direction in the belief there is untapped demand for a new take on the classics and a more formal attitude.
While MyTheresa’s offer will include sneakers and lots of casualwear, anyone looking for pure streetwear will be let down.
“It’s high-fashion, post-streetwear,” Michael Kliger, president of Mytheresa, said in an interview. “The tailoring, the suiting, the appreciation of classic fabrics, will be different from what we had before streetwear. It will be the next evolution.”