Buyers’ Briefing: Men’s

Prints & Graphics A/W

24/25
Discover reinterpreted classics for longevity and ageless
directions that appeal to diverse markets. Invest in TikTok’s
#RealTreeCamo trend and hopeful slogans to align with
wellness priorities

Fanny Chow & Quinlan Yeung

12.05.23 - 5 minutes

@alteamilano
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Action points

Revitalise classic patterns to offer newness Invest in empowering slogans for opening Offer tonal colourways for the conservative
with longevity price point styles market

Choose contemporary reinterpretations of classic Apply meaningful and emotive slogans to basic tops and Monochrome and subtle colour combinations cater to
patterns to capture value-conscious consumers. These accessories to address Gen Z’s wellness priority while mature and conservative consumers who prefer
versatile and timeless designs can be worn for years maximising upselling opportunities sophistication. Incorporate smaller volumes of bold
across various occasions, from work to parties designs as hero pieces for editorial and displays

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Re-traditions
Invest in contemporary iterations of
traditional patterns for newness.

Refresh stripes and checks with #NotSoClassic

twists as seen across catwalks, injecting
newness while maintaining familiarity and
longevity. This direction has ageless appeal @margnworld

ideal for #SmartenUp styles and preppy items.

Use #Argyle as an alternative to beloved
#Checkerboards. Buy traditional patterns in
bold colours for partywear.
@tomorrowland_jp
WGSN Social: although plaids experienced a
decline in the UK and US, according to WGSN e-
commerce data, social media searches for
check patterns show growth, signalling demand
for newness. ZEGNA x The Elder Statesman

Google Trends: UK searches for men’s check

shirts grew by 70%, while searches for men’s
check suits grew by 160% for A/W 23/24.
Key items: suits, blazers, shirts, trousers,
knitwear, accessories

@chateau.orlando @marni Yohji Yamamoto

2
Tree camo
Organic textures cater to expanding
outdoor lifestyles, serving as a key
consumer driver thanks to transseasonal
appeal.

With a thriving outdoor market, tree camo is a

nature-inspired, textural approach that appeals @south2_west8_official

to a broad market. This moves away from the

military-associated patterns.
Create head-to-toe camouflage looks for
outdoor and active cross-selling. Base layers
@66north
and accessories can easily transition into S/S.
Brands to watch: 66°North, South2 West8, 18
East
TikTok: #RealTreeCamo has over 22m views,
White Mountaineering
with 5m views in the last 120 days
Key items: outerwear, active, jackets, knitwear,
cut-and-sew, accessories

@palaceskateboards Urban Revivo/Tmall @columbia_jp

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Empowering slogans
Refresh slogan graphics with empowering
messages that align with Gen Z’s focus on
self-care.

Youths prioritise mental health through open

dialogues, with #Hopecore (3.2bn views on
TikTok) noting lighthearted memes and @reesecooperinc

messages to combat anxiety and toxic positivity.

Inspiring slogan graphics offer an accessible
entry into opening price point styles that
resonate with young consumers. Aside from T-
@bolovo
shirts and sweaters, apply to matching bags,
caps and socks to upsell and increase average
order values.
Sustainability: adopt a made-to-order model to
avoid overproduction via on-shore direct-to- Catharsis

garment digital printing that also enables

quicker lead time.
Brands to watch: Okay to Rest, Chnge, Bolovo,
Museum of Peace & Quiet, Forét, Madmatter
Studio
Key items: jersey tops, jersey bottoms,
sweaters, accessories, loungewear

@madmatterstudio @bershka @okaytorest

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Spliced geos
Geometrics remain a key selling category as
consumers demand versatile patterns that
transcend seasons.

Spliced and puzzled geometrics thrived on

catwalks and at trade shows, with popularity
evident across high-end and emerging brands. Zegna

This trend offers wearability for #WorkLeisure

styling and knitwear.
For newness, evolve this classic print via tonal
colourways and jacquards for a sophisticated
Hermès
direction that draws on #LowKeyLuxury.
WGSN search index: searches for geometric
grew by 103ppt YoY to 52%, highlighting
ongoing interest in this pattern.
Drôle de Monsieur
Key items: shirts, jackets, bottoms, knitwear,
loungewear

Gant Sergio Tacchini Anerkjendt

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Vintage florals
Nostalgic and intricate patterns gain
traction, led by the growing interest in
vintage styles.

The surging enthusiasm for #VintageFits and

#Upcycling resurrects time-honoured patterns.
Explore ornamental prints and Drôle de Monsieur

#FurnishingFlorals for smart-casual and formal

wear. Choose monochrome colourways as a
pared-back option for the conservative market.
Test with upcycled #Tapestry and reworked
@akindofguise
deadstock items in small volumes to appeal to
conscious Gen Z who favour one-of-a-kind
designs.
TikTok: with 1.8bn views, #UpcycledFashion is
a key driver for youth. @market

WGSN search index: interest in “vintage

patterns” grew by 266ppt YoY
Key items: blazers, coats, jackets, shirts,
trousers, knitwear

Yohji Yamamoto @waxlondonclothing @intlcollectivee

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Methodology
WGSN e-commerce data
Analysis based on men’s apparel
products collected from WGSN’s
proprietary retail e-commerce data
platform from September - October
2023 and 2022. Market includes
retailers tracked in the US and UK
Some retailers are excluded to
ensure like-for-like calculations and
to avoid inflated product counts due
to the acquisition of new retailers on
the platform
Numbers may fluctuate as we
recategorise to help clarify
ambiguous/new products or if
retailers refactor their websites
WGSN Social
We use text analytics to track,
measure and respond to the
conversations that are driving some
of the key trends within this report
across our WGSN Influencer Map
WGSN Influencer Map: created by a
team of WGSN trend specialists,
which lists influencers from the US
and Europe, selected from a range of
disciplines, eg brands, stylists,
photographers, publications
Data as of November 2023
TikTok data
Data as of November 2023
worldwide
WGSN Search Index Definitions
WGSN uses a proprietary search YoY: year on year
index to identify trends and Percentage point (ppt): a percentage
keywords on what topics and areas is the proportion of a set of products
people are engaging with worldwide.
over a larger set, an example is new-
We capture intelligence from in trousers over new-in apparel mix.
millions of searches by analysing
A percentage point computes the
text-based data and by
arithmetical difference between
understanding its evolution over
percentages; going from 40% to 44%
time
is a 4ppt increase
Data was collected from September
2022 to October 2023
Google Trends
Data based on men’s clothing
collected from the past 12 months as
of November 2023 in the UK and the
US