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fashion therapy

Dockers Embraces Content Marketing With Original Web Video Series

Posted by Sheila Shayon on December 14, 2012 11:13 AM

Dockers 2013 “Get Dressed Like You Mean It”

Dockers, the Levis Strauss brand of khaki garments and accessories, has been helping men get dressed since 1986, when "business casual" and "casual Fridays" came into vogue. While Dockers introduced a line for women in 1987, its core emphasis remains the sartorially-smarter male with belts, pants, leather wallets and shoes – all along with comfort and ease. 

When "metrosexuals" and "Queer Eye for the Straight Guy" urged men to spiff up, Dockers premiered its "Wear The Pants" campaign during the 2010 Super Bowl, the first Super Bowl ad offering an exclusive, limited time online offer for viewers with the hopes of skewing younger.

But now we're heading into 2013, and workplace attire has evolved (look at Levi's commuter line and even how streetwear brands like BAPE are office-acceptable — for creatives, at least), so Dockers is promoting a “Get Dressed Like You Mean It” social/video platform, one “designed to equip guys with a solid foundation of refined yet rugged wardrobe essentials that take the guess-work out of “what-to-wear” and “how-to-wear it.”Continue reading...

Beer Bottle Denim? Cheeky Bonobos Takes Over Big Retail

Posted by Sheila Shayon on April 20, 2012 02:55 PM

Traditional retail brands are increasingly looking to e-commerce start-ups for innovation, wedding their physical distribution and resource abundance with nimble, digital sales. Walgreen’s acquisition of Drugstore.com and Walmart's purchase of Kosmix are two high-profile examples. “These guys are usually slow and lumbering giants,” said Forrester analyst Sucharita Mulpuru to the New York Times. “But they need to make proactive investments. Because, left to their own devices, they could never emulate these businesses.” 

Add Nordstrom to the list of startup-hungry retailers. The Seattle-based upmarket store brand made few acquisitions in its 111-year-old history before last year, when it acquired ‘flash sales’ site HauteLook and became a lead investor in shoe subscription service Sole Society, a spin-off of HauteLook. This month Nordstrom acquired a stake in socially savvy e-tailer Bonobos in a deal that gives the latter $16.4 million in cash and access to more than 100 Nordstrom stores, while the latter can tap into the Bonobos team's expertise on branding and digital marketing with humor and savvy.

Just how deft is the Bonobos brand when it comes to tapping the zeitgeist? For Earth Day, the menswear e-tailer has created a line of denim made from beer bottles. That's right. Recycled. Beer. Bottles.Continue reading...

fashion week

Mantyhose, Guylons, Brosiery: Men, Ready to Don Tights?

Posted by Mark J. Miller on March 6, 2012 03:14 PM

Fellas who have been bumming out for the past eon about not having any pantyhose made expressly for them can now rest easy. There’s a new trend in town and Women’s Wear Daily is calling it mantyhose.

Racked.com is trying on a few other names for the new product — Brosiery, Guylons, He-tard, Beau-hose — and asking consumers to vote. At this writing, Brosiery was smothering the rest of the competition.

As WWD points out, men having seen this much hose for guys since NFL Hall of Famer Joe Namath donned a pair for a Hanes BeautyMist commercial and Burt Reynolds showed off his nylon-clad gams in a Cosmopolitan pictorial.

Italian fashion designer Emilio Cavallini is leading the charge, looking to expand the 4 million pairs of tights that he sells annually to a new audience: men.

Cavallini's website is  offering at least six different designs of the unisex tights including white or gray side bands, skulls, stars, checks, and horizontal stripes. He has also designed camouflage mantyhose, which may appeal to officers and gentlemen.Continue reading...

fashion week

Fall 2012 Menswear Shows: Burberry, Prada, Armani, Calvin Klein, John Varvatos

Posted by Shirley Brady on January 16, 2012 10:01 AM

Fashion brands showing Autumn/Winter 2012 menswear collections in Milan over the weekend include New York-based John Varvatos, who highlighted his love of the Big Apple, and Burberry Prorsum, Emporio Armani, Prada — which used celeb models including Adrien Brody and Gary Oldman — and Calvin Klein, below.Continue reading...

guest designers

Macy's Enlists Ruffian Designers For Threads & Heirs Line

Posted by Sara Zucker on October 28, 2009 08:35 AM

It seems that both designers and mass distributors are trying to keep their minds off the recession by staying as busy as possible, finding more and more new ways to stimulate consumerism. And that makes perfect sense, doesn't it?

With their Mise en Scene collection with Anthropologie just recently in stores, Ruffian designers Brian Wolk and Claude Morais have announced another collaboration, this time with Macy's on a menswear collection. The line, called Threads & Heirs, is part of a new strategy, similar to that of Target with guest designer collaborations. It also marks the first time Macy's has tapped high-end womenswear designers to take on a men's line, an innovative way for fashion talent to stretch their muscles and show that they can conquer both sexes in the market.Continue reading...

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