The landscape of menswear is currently entrenched in a phase that many critics suggest lacks originality. The rise of what is often referred to as the “starter pack” aesthetic—characterized by interchangeable pieces combining tailoring and casualwear in subdued hues—has made it difficult for brands to distinguish themselves. Recent discussions among industry experts, including those from the Business of Fashion podcast, highlight the implications of this trend on consumer engagement and brand loyalty.
A style renaissance has undoubtedly improved how many men approach fashion, yet it has seemingly plateaued into a monotonous uniformity. This consensus has been echoed across various platforms, igniting conversations among both critics and influencers about the validity of the current menswear offerings. Popular online brands have adopted a formulaic approach that results in collections often perceived as uninspired or lacking depth.
In a recent episode of The Debrief, Executive Editor Brian Baskin, alongside correspondents Malique Morris and Lei Takanashi, engaged in a candid dialogue about why this “starter pack” approach has found traction within the industry. They explored how this methodology, while commercially successful, carries consequential drawbacks—specifically, the potential erosion of long-term brand building and sustained customer loyalty.
Key Insights from Industry Experts
#
The “Starter Pack” Phenomenon
Morris noted that the prevalent menswear aesthetic is heavily reliant on a formula that prioritizes approachability and classic styles over adventurous design. He stated, “They all do some sort of version of this. Approachability, timeless, stylish and handsome but inoffensive look.” Notably, brands like Aimé Leon Dore have set a precedent in this regard, and now many labels are mimicking this strategy. Such tactics lead to a homogenized market where, as Morris pointed out, “everything is good and nothing is great.” When everyone can dress well, it raises the question of what it means to be truly stylish or unique.
#
The Importance of Storytelling
As the discussion deepened, Takanashi emphasized the critical role of narrative in menswear branding. “Any brand can make a good product, but what makes a brand good, especially a good menswear brand, is having a great story that’s worth telling,” he said. This perspective places immense value on the narratives that brands craft around their offerings. Engaging stories not only enrich the customer experience but also foster stronger emotional connections with the brand.
#
Loyalty and Consumer Engagement
Morris posed a compelling argument regarding consumer loyalty, suggesting that the current trends might lead to fleeting brand relationships. “If they’re just buying into a trendy and easy-to-copy aesthetic,” he warned, “consumers may not remain loyal to today’s menswear brands in the long term.” This indicates a shifting consumer mentality that favors authenticity and depth over mere visual appeal.
However, Takanashi counters that brands such as Aimé Leon Dore and Supreme may find success by leaning into their established identities. “I feel like in the case of brands like Aimé Leon Dore and Supreme, the long game for them is becoming a heritage label.” This approach relies on cultivating a distinct viewpoint, ensuring that they maintain a core consumer base even amid trends.
Standing Out in a Crowded Market
The evolving expectations among consumers challenge menswear brands to innovate meaningfully. As Takanashi mentioned, the most successful brands are those that connect through their unique identities and stories. Creating a memorable brand narrative is not just a marketing tactic; it becomes essential for fostering long-term brand loyalty.
As consumers become more discerning, brands that fail to communicate a genuine message risk losing relevance. Companies must prioritize originality and narrative development if they wish to thrive in this climate of sameness.
Conclusion
The modern menswear market, while more inclusive and stylish than ever before, faces significant challenges. As the “starter pack” aesthetic dominates, brands must strive to develop compelling stories and authentic identities. The future of menswear lies not just in providing stylish attire, but in crafting brands that resonate on a deeper emotional level with consumers.
In an industry that thrives on creativity and individuality, the opportunity for innovation is ripe for the taking. As brands navigate the landscape, focusing on narrative and character may very well be the key to standing out and fostering lasting connections with consumers.
