Business of Fashion Magazine (sub req’d) says there is an “unprecedented” boom in the men’s market and tries to break down why.

London-based luxury retailer MatchesFashion reports that sales of men’s clothing are up 40 percent compared to the same period last year, while men’s footwear is up 50 percent. Other retailers, too, are noting the category’s growth opportunity.

“The boom in menswear is quite unprecedented,” said Michael Kliger, chief executive of German luxury e-commerce retailer Mytheresa.

Brands are betting this is a long-term shift. The Outnet launched its menswear offering in March to capitalize on the market’s “huge potential” after seeing demand from existing customers and brand partners, according to Emma Mortimer, the company’s managing director.

J.Crew will relaunch its revamped menswear category under Noah designer Brendon Babenzien in the fall.

The menswear boom is driven largely by a fashion reset. The casualization of menswear had begun far prior to the pandemic, but the new work-from-home lifestyle that emerged in 2020 has cemented new silhouettes that prioritizes comfort.

Gender fluidity plays another role in the category’s revival, widening the scope and appeal of men’s clothing.

Streetwear, meanwhile, has lost steam. Hoodies, tracksuits and sneakers are no longer hit items at Mytheresa, according to Kliger, with casual jackets, shirting and loafers now driving sales.

According to some, men used to learn about clothes or brands through your girlfriend or partner. It has become common in recent years “for men to spend time and money on clothing, to talk about it with friends” according to one source in the article.

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