CLOTHES MAKE THE MAN

The way we shop has quietly, but fundamentally, changed. Not in the obvious sense—yes, we buy more online—but in the less visible mechanics of decision-making. The modern wardrobe is no longer built in-store or even on a single website. It’s assembled across screenshots, group chats, saved posts and half-forgotten tabs.
WNTD, a new AI-powered fashion platform launching this April, is built with that reality in mind.

Pronounced “Wanted,” the app positions itself not as a retailer, but as the connective tissue between inspiration and purchase. It reflects a simple truth: people don’t shop in straight lines anymore. They scroll, save, compare, ask for opinions, hesitate, and often abandon altogether. According to recent data, over 70% of Gen Z discover fashion via social platforms rather than retail sites—a shift that has left traditional shopping experiences feeling increasingly out of step.

WNTD’s proposition is to bring this fragmented behaviour into one coherent system.
At its core, the platform allows users to capture inspiration from anywhere—Instagram, a website, or even something spotted on the street—and immediately act on it. That might mean virtually trying on a piece, generating a full outfit through AI styling, or sending options to friends for instant feedback. The process is fluid, social, and, crucially, reflective of how decisions are actually made.
The technology itself is ambitious but deliberately practical. Virtual try-on tools allow users to see garments on their own likeness, while AI-driven styling suggests complete looks rather than isolated products. A built-in “Studio” feature pushes things further, enabling experimentation not just with outfits, but with broader aesthetic shifts—effectively treating personal style as something iterative rather than fixed.

There’s also a strong emphasis on timing and value. Smart pricing tracks fluctuations and alerts users when to buy, while a Safari extension integrates the experience directly into everyday browsing. See something, save it, assess it, try it on—without ever leaving the page. It’s a subtle but meaningful shift from passive browsing to active decision-making.
What makes WNTD particularly interesting is its acknowledgment of shopping as a social act. The inclusion of group chat-style feedback and community input mirrors the informal networks that already influence purchasing decisions. In this sense, the app doesn’t attempt to reinvent behaviour—it simply formalises it.

The project comes from entrepreneur Lex Deak, whose previous ventures sit at the intersection of consumer tech and commerce, alongside CMO Lee Lythe, whose background in media and brand strategy brings a broader cultural perspective. Together, they’re betting on a near-future where AI, social validation and commerce are not separate layers, but a single, continuous experience.
WNTD’s tagline, “See Yourself Differently,” feels apt. Not as a piece of marketing rhetoric, but as a reflection of where fashion is heading: away from static identity and towards something more fluid, more collaborative, and more responsive.
In an environment where inspiration is endless but decisions are harder than ever, that shift may be less about convenience—and more about confidence.

CAT’s latest Catalyst content, featuring 424 founder Guillermo Andrade, lands with a quietly confident shift in tone—one that feels both timely and considered. Rooted in a design-led, workwear-inspired aesthetic, the piece delivers everything you’d expect from 424’s distinct visual language, while subtly recontextualising CAT’s heritage.

At the heart of the story is Andrade’s “perfect imperfection” philosophy, woven seamlessly through both narrative and imagery. Familiar CAT boot silhouettes are reimagined in an everyday, styled setting—less about rugged functionality in isolation, and more about how these pieces naturally integrate into contemporary wardrobes. It’s a nuanced pivot, but one that mirrors how utility dressing is evolving right now.

The styles themselves are uniquely personal—custom designs created by Andrade for the show rather than commercial releases. Still, they anchor around the Colorado silhouette, a choice that feels deliberate given its enduring relevance and recognisability within the CAT lineup.

Visually, the campaign leans clean and elevated, positioning itself firmly within a fashion context rather than traditional workwear territory. The result is a refined, culturally aware take on utility—one that speaks as much to style as it does to substance.

Few brands can claim a century of style credibility, but Farah has never been just any menswear name. This year, the British favourite delves deep into its design vaults to present The Archive Collection—a unisex capsule that reworks original pieces from the brand’s storied 100-year history. The result is a carefully curated celebration of timeless silhouettes with a distinctly modern edge.

Reimagined classics form the backbone of this second drop. From tailoring to casualwear, every piece faithfully channels Farah’s enduring design DNA—heritage craftsmanship, effortless wearability, and a quietly confident aesthetic that transcends decades.

Standouts include the Biggs Archive Blazer, a revival of an ’80s two-tone stripe fabric in sky blue and white, cut short and boxy for today’s looser tailoring mood. Paired with the Bliss Archive Stripe Trouser, finished with denim-style scoop pockets, it makes for a relaxed three-piece look when worn with the Cristo Archive Shirt, crafted from the same 100% cotton stripe in an oversized, easy-going fit.
Elsewhere, the Lambka Archive Knit Polo revives an original ’80s V-neck design, this time reborn in breathable cotton with engineered pink and blue stripes that feel perfectly spring-ready.

The Tilsworth Archive Graphic Tee nods to Farah’s evolving legacy, featuring a reverse timeline of the brand’s iconic logos from the 1950s to its Original Trouser Company era. For fans of understated styling, the Haskins Archive Stripe Shirt and Montoya Archive Trucker Jacket deliver clean ‘90s and ‘70s references respectively—modern heritage with attitude.

It’s a collection that reminds us why Farah has been a fixture of British style since Mods, Rudeboys, and Indie Kids first claimed the brand as their own. Founded in Texas in 1920 and adopted by UK subcultures throughout the latter half of the 20th century, Farah continues to balance authenticity with relevance. The Archive is more than a reissue—it’s a reaffirmation of what has always made Farah a true icon of everyday style.

There’s a quiet shift happening in menswear—and it’s not driven by fleeting trends or algorithm-led aesthetics. Instead, it’s rooted in something far more enduring: substance, story, and staying power. According to Irish heritage brand Jack Murphy, demand for men’s waxed cotton jackets has surged by an impressive 99%, signalling a decisive move toward garments that offer both purpose and permanence.

We’ve seen the steady rise of country chic, heritage dressing, and even the romanticism of poet-core. But beneath the surface of these stylistic movements lies a deeper consumer mindset—one that values craftsmanship over convenience, and longevity over novelty. In 2026, materials matter more than ever. Wool, tweed, and, most notably, waxed cotton are no longer niche—they’re essential.

Matthew Murphy of Jack Murphy captures it succinctly: waxed cotton is becoming “a mainstream fashion choice in the making.” Once reserved for rural practicality, it has evolved into a refined, transeasonal fabric that sits comfortably in both countryside and city wardrobes. It’s a material that doesn’t just perform—it endures.

The resurgence isn’t anecdotal—it’s measurable. Jack Murphy reports a 79% year-on-year increase in wax cotton sales, with menswear leading the charge at 99%. Womenswear, meanwhile, continues to dominate overall revenue, growing by 69%.

Beyond brand data, global search trends reinforce the story. Interest in “waxed cotton jacket” has climbed steadily, with a 22% year-on-year increase and peak popularity in early 2026. This isn’t a moment—it’s momentum.

Colour, too, is playing its part. Rustic brown has emerged as the defining shade of the movement, anchoring collections with a sense of authenticity and warmth. Olive tones have surged dramatically, up 300% year-on-year, while navy offers a more understated, versatile alternative. These are colours drawn from the landscape—organic, adaptable, and inherently timeless. They don’t shout for attention, but they command respect—the kind of palette that aligns with a wardrobe built to last.

At the heart of this resurgence is the fabric itself. Waxed cotton has come a long way from its origins in maritime and agricultural wear. Today, it represents a seamless blend of heritage craftsmanship and modern textile innovation. Producers like Halley Stevensons—crafting premium weatherproof fabrics since 1864—continue to set the standard. Their textiles are engineered for durability, yet retain a softness and breathability that improves with age, allowing each jacket to develop a unique patina over time.

This is clothing that evolves with you. That tells a story. That earns its place in your wardrobe.

What we’re witnessing is a broader recalibration of how men approach style. The modern wardrobe is no longer about rapid rotation—it’s about considered curation. Pieces are chosen not just for how they look today, but for how they’ll wear tomorrow, next year, even a decade from now.

Waxed cotton sits firmly at the centre of this shift. It offers resilience without sacrificing refinement, and heritage without feeling outdated. In short, it’s exactly what modern menswear has been missing. Because in the end, style isn’t just about what you wear—it’s about what lasts.

Fragrance has always been an extension of personal style, and the latest addition to the Jimmy Choo fragrance line-up embraces this philosophy with confidence. Introducing Jimmy Choo Man Parfum, the first parfum concentration within the Jimmy Choo Man collection, designed to deliver a deeper, more powerful interpretation of the modern masculine scent.

Where earlier iterations of the Jimmy Choo Man line leaned towards freshness and urban energy, this new parfum shifts the focus towards intensity and sophistication. The composition is bold yet balanced, built around a structure that blends brightness, aromatic refinement and warm depth.

The fragrance opens with an invigorating burst of golden bergamot, sharpened with the subtle heat of pink pepper. This lively introduction quickly evolves into a refined heart where lavender meets orange blossom, a pairing that balances classic masculinity with a contemporary floral nuance.

As the scent settles, the base reveals its true character. Benzoin lends a smooth resinous warmth while patchouli anchors the fragrance with an earthy richness, creating a lasting signature that feels both confident and quietly seductive.

Behind the composition is renowned perfumer Paul Guerlain, whose work here captures the spirit of the Jimmy Choo man: self-assured, charismatic and effortlessly stylish.

The result is a fragrance that feels designed for evening wear yet remains versatile enough for everyday sophistication. With its richer concentration and confident scent profile, Jimmy Choo Man Parfum marks a natural evolution for the house — a fragrance that doesn’t simply accompany a look, but completes it.