Forget shirt and tie combinations – Menswear Menswear wants you to think shirt front, pocket, sleeve and even collar combinations. The brand, which first emerged onto the public eye at a Grey Goose Guild fashion event in November 2012, wants local men to suit up, but in colour.
‘There’s the shop that caters to the austere man, but we want to keep things younger and fresh and not take things too seriously,’ says co-owner Zin Cattell, who together with Gad Tan, form the core team for the project.
Menswear Menswear’s online storefront is cleverly coded to hand over the creative reins to its customer, allowing him to add neon or standard shades to pockets and collars, as well as make a variety of style tweaks to shirts, light unlined jackets, pants or shorts. Sizing is determined by ten easy measurements – demonstrated in a video created by Cattell and Tan – or by appointment at their studio, and MM’s pieces come in half sizes for an even better fit.
This is the made-to-order experience made digital, taking away that intimidation factor for the dude hoping to try something new without feeling obliged to buy – something all-too-common with an in-store experience.
Cattell ultimately hopes to convert the dressed down, flip-flop wearing set to experiment a little more. ‘We just want clothes in general to represent people’s personalities, to have them try to mix things up a little bit,’ says the designer. ‘We want to dress the masses.’ NH
|Venue name:||Menswear Menswear||Contact:|
36C Hong Kong St
|Opening hours:||By appointment only|