"The menswear world has often been touted for its slow pace, favoring more timeless silhouettes, traditional and artisanal techniques, and less trend-led collections over womenswear. But the sheer number of catwalk shows - let alone the 750 stalls at trade fair Pitti Uomo - undertaken across Milan and Paris last month proves that the menswear industry is a bustling one, and shouldn't be dismissed as any less buzzy."
"Since launching in 2018, Rubato has quickly established itself as the brand to shop for Ivy League designs instilled with Scandi sensibility. Unfortunately for the menswear heads who like to gatekeep, the brand's growth in international retail guarantees plenty more fans."
"Despite a decade in business, only in the last few years has Auralee started to hit the mainstream - and by mainstream, I mean the style crowd that elevates IYKYK brands into international successes. Now, Auralee is one of the star events on the Paris Fashion Week calendar, as season after season, founder Ryota Iwai presents unpretentious clothes in a variety of wondrous pastel hues."
Menswear is often perceived as slow and timeless, yet the volume of catwalk shows and the 750 stalls at Pitti Uomo demonstrate a bustling, buzzy industry. New collaborations, pop-ups, and brand expansions are driving momentum and international interest. Rubato, founded in 2018 by Oliver Dannefalk and Carl Pers, combines Ivy League designs with Scandi sensibility, drawing on 1920s–1960s workwear and expanding through pop-ups in London and New York; high-quality staples such as lambs-wool crewnecks and classic-cut chinos generate strong desirability. Auralee has recently reached broader acclaim as Ryota Iwai presents unpretentious, pastel-hued pieces on the Paris Fashion Week calendar.
Read at Elite Traveler
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