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Return to office: 'There's no going back’ to traditional workwear, Mizzen + Main...

 2 years ago
source link: https://finance.yahoo.com/news/return-to-office-mizzen-main-124901048.html
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Office wear: 'There's no going back to’ dry cleaned clothes, Mizzen + Main founder says
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Return to office: 'There's no going back’ to traditional workwear, Mizzen + Main founder says

Dave Briggs
·Anchor
Fri, June 24, 2022, 9:49 PM·4 min read

Americans are reluctantly returning to the office — albeit with a slightly different wardrobe.

Kastle Systems data showed that 44% of workers in 10 major U.S. cities clocked in during the most recent week, the highest that number has been since the start of the pandemic.

Menswear trends, however, have changed in the last two years of working at home, and men are continuing to opt for performance fabrics, according to Mizzen + Main Founder Kevin LaVelle.

“There’s no going back to the clothes that require ironing and dry cleaning all the time, that don’t stretch, that just make you feel stiff and uncomfortable,” LaVelle told Yahoo Finance Live (video above). “People have just changed their expectations.”

KING OF PRUSSIA, PA - SEPTEMBER 25:   Atmosephere at the Alshon Jeffery Personal Appearance for Mizzen and Main at Nordstrom The Plaza at King of Prussia September 25, 2017 in King of Prussia, Pennsylvania.  (Photo by Bill McCay/Getty Images for Mizzen and Main)
Man looks at Mizzen and Main dress shirts at a Nordstrom on September 25, 2017, in King of Prussia, Pennsylvania. (Photo by Bill McCay/Getty Images for Mizzen and Main)

Mizzen + Main’s own research shows that searches for dress shirts on its site are up by several hundred percent in the last year. The retailer has also seen a spike in searches for polo shirts, which LaVelle attributes to another COVID-related spike: the golf craze.

“The biggest explosion over the last two years has been golf,” LaVelle said. “The interest seems to be at an all-time high. And while we always had kind of a toehold in the golf world — and that increased with our partnership with Phil Mickelson — we ultimately have seen just an enormous expansion of interest in clothes that can blend from the workplace into golf.”

MIAMI BEACH, FLORIDA - APRIL 29: Players wearing face masks warm up on the range at the Miami Beach Golf Club on April 29, 2020 in Miami Beach, Florida.  The city of Miami Beach partially reopened parks and facilities including golf courses, tennis courts and marinas as it begins easing restrictions made due to the COVID-19 pandemic. (Photo by Cliff Hawkins/Getty Images)
Players wearing face masks warm up on the range at the Miami Beach Golf Club on April 29, 2020, in Miami Beach, Florida. (Photo by Cliff Hawkins/Getty Images)

While LaVelle never saw the pandemic coming, he was ahead of the curve on the athleisure and comfort trends of the past two years.

“It's the kind of perfect blend of business casual, but not totally casual,” he added. “Guys are doing that, play a few holes in between meetings. And ultimately, the expectation is, I want to be as comfortable as I was over the last few years, sitting at home on my couch, even if I have to be dressed up on Zoom or going back into the office.”

Advertising with 'fun content and escape'

Mizzen + Main has leaned into the crossover between workplace attire and golf attire in recent years, including with its most viral social media ad to date, a TikTok video viewed more than 3.7 million times that shows a golfer zooming around the course with an office backdrop on his golf cart.


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