What’s considered “menswear” is no longer limited to the world of apparel, as grooming, health regime and other lifestyle aspects have become a focus for brands and the media. Despite lifestyle and beauty always being key in womenswear, it is only recently that retailers have experimented in creating an encompassing package for men with an interest in all areas. Brands have adapted, too, and at Jacket Required, there were exhibitors who focused on clothing built for function and comfort, and others who catered to the evolving menswear landscape.


Homecore | A.Q.O. | Monokel | About | Sandqvist | Winter Session | Apothecary & Barbershop Supply Co. | Clutch Magazine | 
Men's Society | Return of the Rudeboy | Japan-Best | VERYNERD | Birkenstock

Homecore is considered to be the first ever French hip-hop label, going back to the 80s when founder Alexandre Guarneri began the makings of the now very philosophical brand. “Before the collection he does a one-month soul retreat, and sees what’s happening all over the world. We try to do the best collection for living in this world,” says Philippe Nowotny. The brand takes on a central focus of well-being, creating clothing which is tailored for today’s climate, from the layers you walk in to the pockets of the shorts you drive in. “There is a very minor percentage of brands in the market who would be considered lifestyle. The majority of individuals buy into big brands because of a need to show how fashionable they are, but a balance in life is important.”

Japan Best showcases luxury products in Japan which aren't available in Europe, curating the best of 10 different brands. The selection has all areas of lifestyle covered, from premium stationery to delicate kitchenware. “There's been a lot of interest,” says agent Ian Garside. “We’re not here just for menswear, we want to introduce new ideas to menswear stores. Tableware is a good mix-up – it’s the same in a retail market, it’s not just adhoc sales, it’s another stream of business.” The brand incorporates the tradition of Japanese design and culture in its process of creating modern, innovative products.

A.Q.O. | Monokel 


Men's Society | Apothecary & Barbershop Supply Co.


Sandqvist


Men's Society | Return of the Rudeboy


Japan-Best


Winter Session | Clutch Magazine


About | Homecore | Japan-Best


Return of the Rudeboy | VERYNERD


Winter Session | Apothecary & Barbershop Supply Co.
 

Art Direction: Karlmond Tang & Jordan Spires 
Set Design: Rick Graham & Nick Rouillard for Home Studios