Product Forecast

Men’s Forecast A/W 23/24:

Care Culture
Care Culture embraces a world that is prioritising
community over competition, and turning its back on old
notions of masculinity, where menswear designs express
comfort and ease, and celebrate cra and longevity

Nick Paget
03.15.22 · 13 minutes

Kids of Immigrants
Care Culture: introduction
Who and what do we value? This question sits at the heart of Care Culture, as
people reprioritise wellbeing over work, community over competition, and the
planet over pro t.

The pandemic and the climate crisis have brought the importance of care into sharp
focus – whether it be healthcare, self-care, care and repair of our belongings, or care
for cultures and customs. They have also caused new migratory patterns, as people
turn their back on crowded cities, flee the effects of climate change, or establish
intergenerational homes to care for loved ones. As a result, collectives are becoming
more important as a source of support, security and a sense of meaning.
In 2024, this great reorientation will fuel demand for flexible, multipurpose and ʻgo
anywhereʼ products that are made for – or inspired by – nomadic lifestyles, both
traditional and contemporary. Home will also remain important as a sentiment as well
as a place, with designs and experiences that can recreate familiar comforts in any
setting. Healing and haptic materials, mood-boosting colours and earthy textures will
connect us back to nature, and previously marginalised voices and old traditions will
be raised up with respect, and a recognition that there is unity and strength in diversity.
Recent years have exposed shortcomings in the way our world works, but just like the
Japanese art of kintsugi, people will be finding new, more communal ways to fill the
cracks, devising systems for creating and conserving products that are healthier for
people and the planet.
Key words : hyper-cra ed, home-proud, restorative practices, valuing imperfection,
inclusive design, beautiful repairs, a er-sales care, holistic masculinity, calming Juan VG

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Methodolog y
WGSNʼs forecasts are guided by our STEPIC methodology, which analyses changes in
society, technology, the environment, politics, industry and creativity. These six
pillars inform the themes covered in our three annual macro forecasts (Future
Drivers, Future Innovations and Big Ideas), which are then filtered down to form the
three seasonal trends for our category-specific forecasts.
Here is how Care Culture relates to our broader forecas t themes for 2024:

STEPIC p illars : Society, Politics

Future Dr ivers 2024: The Caring Economy, New Narratives
Future Innovations 2024: Living With Intent, Home-Making, Contemporary
Commons, Cultural Power
Big Ideas 2024: Care-Taking, People-Power Shi s

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Colour
Care Culture A/W 23/24
 

Bringing together colours that signify the benefits

16-1422 TCX

19-5421 TCX

15-0956 TCX

19-1016 TCX

19-3424 TCX

19-1934 TCX
of connecting with nature, and hues that are key
to the wellness industry, this palette fuses
enriched, burnished brights like Carambola,

Cranberry Juice
Dusted Grape
Candied Orange and Dusted Grape with so er,

Italian Clay

Carambola
Malachite

Dark Oak
more neutral mid-tones like Ginger Biscuit and
Italian Clay, all against a backdrop of Dark Oak,
Marine Teal and Black.

008-26-26
036-74-35
022-62-16

078-33-24

017-23-07

143-36-17
18-1250 TCX

16-1164 TCX

14-4123 TCX

19-4540 TCX

17-5104 TCX

19-4203 TCX
Candied Orange
Ginger Biscuit

Circular Grey
Glacial Blue

Marine Teal

Black
000-64-00
022-40-26

095-32-22
026-58-35

153-19-00
112-75-11
* All colour names are speci c to WGSN

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 Go anywhere
The concep t: an adventurous interest in
nature continues to inform menswear, from
both an emotional and aesthetic point of view.
The rugged practicality of outdoors and
workwear brands will continue to influence
utilitarian key items, styling, colours and
fabrics. These pieces will also find relevance
in the urban jungle, where the same qualities
will be prized. Design values will include the
environmental considerations of designing for
protopias, as seen in ideas like Canada Goose's
Carhartt WIP Canada Goose
use of chenille rather than fur for its hood
trims in a recent capsule.
Details : # ModularDesign ideas become
increasingly about extending the life of
garments through seasonal updates, and
longevity is part of the appeal to practical
consumers.
Sus tainability: it will be key to panel and patch
upcycled materials together, while considering
recyclability. Design in elements that are
adjustable, dependent on season (such as
removable winterised details).
Brands to watch: Loewe, F/CE, Bodega, MCQ,
18 East, Canada Goose, Byborre
Śilpa Mymodernmet Loewe

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 Minimalist luxe lounge
The concep t: as people reevaluate what
ʻhomeʼ means, as laid out in Future Innovations
2024, many will look to a simplified, future-
proofed version, taking in environmental
concerns as well as ideas about living well with
less 'stuff'. Translating to clothing, a section of
consumers will opt for items that promote
simpler, more inclusive design, which are also
practical, less fussy and transcend lifestyle
end-uses. The look hints at minimalism, but
doesnʼt spare indulgent layers and textures to
@betondynasty Cold Laundry
create a homely, cocooning feel.
Innovation: from a production point of view,
simpler shapes aid zero-waste objectives,
while enabling the implementation of better fit
and sizing strategies. Build in concepts like
healing support.
Colour: constructivist, zen-like, futuristic-
feeling greys and neutrals are the crux of this
theme, with catwalks backing this gender-
inclusive direction.
S ilhouette & s tyling: deeply practical shapes,
free of unnecessary embellishment, make for
great wardrobe-building elements.
032c Charlie White Tod's Textiles & mater ials : the # supremecomfort
trend will endure, putting tactile knitted layers
and rustic wovens centre stage. Quilted,
padded and cushioned elements are key to
cocooning and home-building themes.

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 Primal warmth
The concep t: this theme connects the calm
and feel-good moments that are promoted by
warming winter light to the rejuvenating
qualities of natural dyes and materials. Zesty
colour is key, as the wellness movement gives
the science of colour extra credence.
Fascination with natural materials across
product design (see Krillʼs orange-peel lamp)
is prescient, highlighting the search for better
design solutions which, combined with this
themeʼs wellness angle, speak to the notion of
@handredstudio Six N. Five / Microsoft
Living With Intent.
Relevant for: the broad reach of this theme
means it will find a home in a diverse range of
tailoring and jersey products, as well as
outerwear.
Colour: we've been tracking this colour story
across catwalks and trade shows, and its
relevance remains steady.
Pr ints & grap hics : self-care and restorative
themes resonate with this story.
Textiles & mater ials : tactile velvets and
fabrics that suggest warmth are key, while
natural fabrics primed for natural dyes make
Krill Design Lardini Union LA x Cactus Plant Flea Market an impact.

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 Soulful minimalism
The concep t: this is minimalism, but without
the cold, emotionless feeling that story can
instil. This time, the story has an element of
sexiness to it, conveyed by the use of negative
space and cutouts. Monochrome nature-
inspired patterns are key, especially when
teamed with texture or volume, such as Feng
Chen Wangʼs wood-texture prints with Sage
Nationʼs minimalist utility trousers.
S ilhouette & s tyling: key across tailoring and
so separates, this story plays to architectural
Heliot Emil @lantiki_of cial
themes, using voids as part of the design and
using closures as design statements.
Brands to watch: Heliot Emil for its use of
cutouts and industrial-style trims and details;
Argentinian designer Alfinvaron, who uses
body-con shapes to accentuate the male form;
Maydi from Buenos Aires, which creates
sculptural knit pieces.
Pr ints & grap hics : the popularity of abstract
designs endures, especially camo-like
patterns. Less figurative artworks have a
seasonless longevity that will appeal to both
brands and consumers.
@jung_kuho Al nvaron Feng Chen Wang Sus tainability: look to mono-material
constructions to enable easier recycling, using
fewer colours for simplistic prints to be more
sustainable. Promote circularity by making
hardware and trims removable and recyclable
wherever possible.

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 Holistic masculinity
The concep t: men's identities remain a topic of
debate. With an ever-expanding lexicon to draw
on, # So Masculinity has evolved with many
facets. This story speaks to dressier, less
conventional (but still smart) items and styling.
A wider, less exclusive spectrum of masculinity
finds a voice here, and has already led to a
shake-up of sartorial codes.
Colour: gently subvert conventional tailoring
colours like Sepia, Dark Oak and Marine Teal
with Mindful Mauve and Pink Clay.
Joona Rautiainen Antonio Marras

S ilhouette & s tyling: the skirt – as seen at Raf

Simons and others – is a topic of conversation,
while the suit (however ordinary or
transgressive) is key. Shirts can take on blouse-
like qualities, with semi-sheer fabrics,
# openwork and embellishments.
Brands to watch: Designers' Nest competition
finalist Joona Rautiainen creates tailored looks
with a feminine feel; Japanese designer
Midorikawa layers sheers over tailoring, ditsy
florals and raw edges.
Pr ints & grap hics : backed up by the
catwalks, # FloralBurst and
Davi Paris Midorikawa Matches Fashion # GrandmothersHouse are key themes.
Textiles & mater ials : an ideal trend for fast-
tracking # openwork themes, as well as # lace
and velvet.

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 Homebound
The concep t: its arguably men's wardrobes
that have seen the biggest changes in recent
times, resulting in new aesthetics like this
trend, which brings together a so ness and a
practical edge, thanks to factors like new work
habits, shi ing attitudes to masculinity and the
coming of age of Gen Z, who reject mindsets
that don't serve them. The narrative speaks to
the People Power Shi s theme from our Big
Ideas 2024 report, which will see the rise of
increasingly diverse voices. From Kith's ongoing
@ponder.er Kenneth Nicholson
obsession with florals to Kenneth Nicholson's
presentation of a wider, more inclusive view of
the male identity, this theme is one that
continues to blossom.
Colour: pastels and offbeat mid-tones inspired
by the # 70s and # 90s feel subversive in the
same way the # grunge movement was.
S ilhouette & s tyling: streetwear – and
specifically skatewear – is reworked through a
so er, more feminine lens.
Brands to watch: Hong Kong-based label
Ponder.er claims to be "liquifying modern
masculinity"; Dior's A/W 22/23 collection
referenced a floral archive piece; Kenneth
Pause @kith Maggie on the Rocks
Nicholson's support from Lewis Hamilton has
helped put his style's nuanced masculinity on
the map.
Pr ints & grap hics : look to continuing
inspiration from # GrandmothersHouse and
# FloralBurst trends, complemented by the
flat, repetitive nature of # monogram designs.

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 Nature commute
The concep t: the notion of a working
wardrobe is an increasingly diverse one, with
remote working, working from home and the
redefining of commuting all impacting how
men dress. Fusing together the functional
performance of active and outdoors brands,
this story retains a cleaner aesthetic, which
allows it to traverse between a work setting
and the home. # ModularDesign is embedded in
these pieces, even if o en disguised in
tailoring, with whole outfits quietly equipped
LC23 Manuel Ritz
for every eventuality of a commute.
Colour: evoke traditional smart and tailoring
colours, calling out details in modernist fashion
shades that contribute to this theme's more
forward-looking feel, moving on S/S 23's
Business Casual story.
S ilhouette & s tyling: look to roomy suits and
# modernsmartseparates that enable comfort
for working, commuting and socialising.
Brands to watch: seriously technical
innovators like Nanamica and oqLiq contrast
with playfully progressive designers such as
Daiwa Pier 39 and LC23.
@oqliq LC23 @gort_of cial Relevant for: tailoring, smart separates, shirts,
outerwear.
Details : our Buyers' Briefing: Menʼs Key Details
A/W 22/23 highlighted some of the key
elements for this theme. Performance-inspired
trims are the best indicator of the functionality
of this look.

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 Home-proud
The concep t: a more humble appreciation of
the simpler pleasures in life is driving new
trend directions, with homewares such as table
linens, curtains and bedding inspiring
designers globally. Elsewhere, extra time
spent at home has seen many men's brands
collaborate on lifestyle ranges that embody
consumers' interest in aligning their personal
style across clothing and interior design. At the
same time, the push towards sustainable
design puts a sharper focus on brands that
Garçon @pikolclothing
base their ethos on using salvaged, upcycled
vintage and aim for zero-waste, as detailed in
our Sustainability and Innovation report.
Brands to watch: S.S.Daley, Pikol and Denzil
Patrick's use of upcycling is inspiring; Older
Brother looks to botanical dyes for pieces that
are all about homespun charm; Drôle de
Monsieur delivers atmospheric, retro 'Sunday
best' vibes.
Colour: # InteriorsInspired and timelessly
retro themes as well as sustainably-sourced
colours drive this story, highlighting vegetal
shades and undyed, natural hues.

Older Brother Drôle de Monsieur Denzil Patrick

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 Hyper-crafted
The concep t: this theme is both an aesthetic
and a social trend, combining an appetite for
beautifully cra ed and cleverly upcycled
pieces with an increase in people cra ing as a
mindful hobby. It appeals to cra speople and
designers driven by a fascination with vintage
or discarded materials, as well as those who
are passionate about minimising waste and the
fate of the planet. This narrative ripples out
further with every season.
Sus tainability: the popularity of these themes,
@bywalidlondon Eat Dust Clothing
coupled with a re-evaluation of how clothing is
made, will enable more businesses to offer
repair and a er-sales care, especially when
the items are conceived as investment pieces.
The idea of pieces that endure and get better
with age will appeal to some traditional male
consumers (think waxed jackets or classic
watches) and has potential to reach a wider
audience.
Relevant for: capsule collections of archival
pieces, upcycled vintage stock for heritage
brands, collaborations with artisans, and
sustainable initiatives with credible
organisations or brands.
Tyler Webb @bode Proleta Re Art
Brands to watch: Japanese custom-maker
Proleta Re Art adds embellishment to vintage
denim pieces to create items worn by rappers
and sports stars; Tyler Webb quilts, appliqués
and embroiders streetwear to create works of
wearable art.

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Waste Yarn Project The Wasted Collective
@fermental_health @ecoprint_batikdahon Chain
Back to earth
The concep t: as sustainability themes
develop, ambitions are heightened. As well as
recycling and circular design, some are aiming
to work with materials that are fully
biodegradable, using compostable fabrics,
organic inks and natural trims. The Provoking
Protopias theme from our Big Ideas 2024
forecast talks about aesthetics taking a back
seat to ecosystems, and apparel designers are
already finding ways to create pieces that
prioritise the planet with a less conventional
beauty.
S ilhouette & s tyling: focus on simple shapes,
which enable less waste and are gender-
inclusive.
Brands to watch: The Wasted Collective,
based in Bali and the US, uses a spectrum of
inspiring sustainable initiatives; The Waste Yarn
Project, which makes creative use of waste for
knits; Argentine brand Chain, which is
ambitiously using as many biodegradable
elements as possible.
Relevant for: mono-material, coordinating
pieces, and # MatchingSets.
Textiles & mater ials : source unbleached
cotton, hemp, bast fabrics, as well as recycled
wooden trims and compostable buttons.

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1 234
Action points
Encourage a mindset around
care, repair and the beauty of
age
Start to change the narrative around
wear and tear to promote age and
imperfect qualities. More brands are
offering (or are built on) a er-sales care
where products can be repaired,
upgraded or augmented. With
resources set to become more
expensive and scarce, it's imperative to
make more serviceable products and to
educate customers about changes to
the way we consume
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Equip consumers to be ready for
the journey
Clothing is just one more area where
consumers' expectations about their
purchases are sky high. From
sustainability to performance qualities,
it's challenging to be on top of
everything. That's why designing
products with the mantra of living with
intent is key: creating apparel that's
genuinely life-enhancing is important,
whether that's about li ing a mood or
offering physical functionality
Extend sustainability
capabilities as shoppers
become more aware
As notions of community become
increasingly important, better
sustainability practices will be front and
centre for consumers, and there are
many ways to take these on and
compete with other brands vying for
consumers' approval. These include
using resources more responsibly;
investing in rental services; developing
repair or return schemes or upgrading
to circular design models; and
considering the end-of-life journey of
your products
Consider your brand's take on
the narrative around
masculinity
A ra of new designers are challenging
traditional, narrow notions of
masculinity, chiming with wider societal
discourse on the topic. What might have
seemed like a topic in the margins a
couple of seasons ago has only grown
in stature, with more brands coming to
understand what offering a more
inclusive range looks like for them.
Taking into account your local market,
how could you do the same?
In uences
Tyler Webb
Kentucky Boy Tyler
This young artisan is gaining
attention and plaudits for
creations that are either cra ed
by working over denim and other
items, or by piecing together
remnants and scraps to make
impactful and desirable one-
offs.
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032c
Sloggi x 032c
The recent collab between
tastemakers 032c and intimates
brand Sloggi highlights the
increasingly interdependent
relationship between
loungewear and fashion, as well
as the # HomeHub as a theme.
Comforting pieces, neutral
colours and gender-inclusive
styles will remain key.
V&A
Fashioning Masculinities:
The Art of Menswear
This new exhibition at London's
V&A museum gives extra
credence to the creative and
social discourse about the male
identity, which is happening in
many places around the world at
the moment.
@hatroid
Hatra for Mission Arm
Japan
Hatra's coat, designed for
amputees, is a good example of
Care Culture, as brands start to
pivot to benefit minorities, as
well as wider society, by making
their product offer more
inclusive and by creating designs
that specifically seek to improve
people's quality of life
Kenneth Nicholson
Kenneth Nicholson
The American designer's
influence is growing, thanks in
part to support from F1 racing
hero Lewis Hamilton. Nicholson
dressed Hamilton for the 2021
Met Gala, bringing his vision of a
broader expression of
masculinity to a wider audience.
Last year, he also launched a
sustainable capsule collection
with Depop.
The WGSN trend matrix 2024
Connecting the dots between our STEPIC foundational research, here are the six Future
Drivers, 12 Future Innovations, six Big Ideas and three Forecast trends that will shape the
world in 2024.

STEPIC Future Drivers Future Innovations Big Ideas Forecasts

Living With Intent

The Caring Economy Care Taking

Home-Making

Society
Two-Faced Tech

The Everything Net Fluid States

It's All Real Care Culture

Technology

Multi-Species Thinking

Planet Provocation Provoking Protopias

Environment
Designing Protopias

NatureVerse
Contemporary Commons
Politics
New Narratives People-Power Shifts

Cultural Power

Industry
No to ‘Normal’ Creative Reset
Direct to Essentials Democra-sized

Subtracting Adds Value

Creativity

Collective Intelligence
The Case for Creativity Code-Breaking

16 Energised!
The WGSN macro forecast 2024
The timeline for WGSN's suite of 2024 trend reports, moving from business strategy to
consumer and product strategy.

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WGSN’s forecasts are created by our global team of experts
Forecas t lead team
Helen Palmer, Head of Materials and
Textiles
Sara Maggioni, Head of Womenswear
Nick Paget, Senior Strategist, Menswear
Noah Zagor, Senior Strategist,
Menswear
Erin Rechner, Head of Kidswear
Allison Goodfellow-Ash, Strategist,
Kidswear
Jane Collins, Senior Strategist, Footwear
and Accessories
Gemma Riberti, Head of Interiors
Reiko Morrison, Head of CMF, WGSN
Consumer Tech
Yvonne Kostiak, Senior Strategist, Active
Charlotte Browning, Strategist, Active
18
Hannah Watkins, Head of Prints and
Graphics
Graham Krag, Strategist, Prints and
Graphics
Charlotte Casey, Senior Strategist,
Knitwear
Olivia Barnes, Analyst, Materials,
Textiles and Knitwear
Contr ibutors
APAC
Anastasia Sinjiashvili, Production Lead
Alison Ho, Consumer Researcher
Wingo Xue, Fashion Editor, WGSN China
Kelly Lai, 3D CAD Technician
Kexin Zhang, Fashion Editor, WGSN
China
Lupi Yao, Trend Director, WGSN China
Ying Sun, Editor, WGSN China
Sara Cai, Insight Editor, WGSN China
Yvonne Lei, Localisation Manager,
WGSN China
Dawn Sun, Localisation Editor, WGSN
China
Xiaonan Li, Localisation Editor, WGSN
China
Qian Wang, Localisation Editor, WGSN
China
Jessica Jiang, Fashion Editor, WGSN
China
Afr ica
Raeesa Brey, Researcher
Amer icas
Sofia Martellini, Strategist, Youth and
Womenswear
Isabela Bez, Content Consultant, WGSN
Gustavo Cereja, Content Executive,
LATAM
Natalia Vargas, Client Services Analyst
Aus tralia and New Zealand
Yianni Giovanoglou, Client Services
Specialist