Brian Baskin, a fashion critic known for his insights into the evolution of menswear, joins correspondents Malique Morris and Lei Takanashi to dissect the current state of style for men. They scrutinize the 'starter pack' syndrome, where brands opt for safe, interchangeable looks that prioritize approachability over creativity. The discussion touches on how brands, like Aimé Leon Dore, have inadvertently stifled individuality in fashion, leading to a fascinating exploration of storytelling as the key to brand distinction in a sea of sameness.
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insights INSIGHT
Starter-Pack Homogeneity
Menswear has coalesced into repeatable 'starter pack' aesthetics that make distinct tribes look uniform.
This packaging prioritizes styling cues and brands over adventurous design or narrative depth.
insights INSIGHT
Formulaic Tailoring Meets Casualwear
Brands are favoring approachable, neutral tailoring mixed with casualwear as a safe, formulaic play.
Malik Morris argues that when 'everything is good and nothing is great' the market loses cool and distinctiveness.
volunteer_activism ADVICE
Build A Story, Not Just A Look
Do invest in storytelling and mythmaking rather than only product styling to build long-term brand loyalty.
Compelling brand narratives sustain relevance across decades, unlike copyable aesthetics.
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A style renaissance that changed how many men dress – mostly for the better – has congealed into a sea of sameness, at least in the eyes of a growing number of fashion critics and influencers. Too many interchangeable brands take the same approach, blending tailoring with casualwear in neutral-toned collections that are stylish but often fail to inspire. The look is often derided as a menswear “starter pack,” but remains popular with consumers.
This week on The Debrief, Brian Baskin sits down with correspondents Malique Morris and Lei Takanashi to discuss why this “starter pack” approach works for the industry - but at the cost of long-term brand building and customer loyalty. Additionally, they probe what brands must do to recapture consumers' imagination.
“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,” says Takanashi.
Key Insights:
Menswear brands today are following a familiar formula, leading to a prevalence of “starter pack” lookbooks. “They all do some sort of version of this. Approachability, timeless, stylish and handsome but inoffensive look,” says Morris. This marketing playbook, popularised by brands like Aimé Leon Dore and followed by many others, has led to a lack of creativity and experimentation. As Morris puts it, “everything is good and nothing is great. So if everyone can dress well, then no one is actually cool.”
What makes brands stand out over decades isn’t radical changes in design, but compelling storytelling and mythmaking. Morris argues consumers may not be loyal to today’s menswear brands in the long term if they're just buying into a trendy and easy to copy aesthetic.
But Takanashi notes that for certain brands that are seen as authentically embracing this style, their best bet is stick to what’s worked: “I feel like in the case of brands like Aimé Leon Dore and Supreme, the long game for them is becoming a heritage label … they have such a distinct point of view that they will always have a core consumer.” As Morris puts it, “what brands should think about is just being themselves.”
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