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.
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.
