When it comes to color, drama and excitement, men’s fashion generally takes a back seat to women’s, especially at lower price points and among mass market merchandisers. The entry of British fashion retailer, Topman, to the Chicago market offers a fresh approach. Bold colors and styles at affordable prices are a hallmark of the brand.
“Topman is all about style, all about fashion, all about fun,” Drew Hughes of Topman London explained during a recent visit to Chicago. Noting that the company’s London stores have a heavier mix of street fashion, Hughes claimed that Topman’s new Michigan Avenue store offers merchandise that reflects Chicago men’s “more sophisticated and smarter” styling preferences.
“Topman has a really strong connection to music and lifestyle and culture,” according to Hughes. “Music definitely influences the brand — new music, Indie, a bit of rock and a load of experimental stuff as well.”
In an interview with Hesperidian Fashion, Hughes explained that Topman defines their customer as “anybody looking to up their wardrobe or to have a complete fashion overhaul.” Hughes identified “young fashionable guys who are into music” as a key demographic for Topman.
The connection between music and fashion trends has been clear since the beginning of rock and roll in the 1950’s. Although the mod and hippie styles of the 1960s created a particularly colorful and exuberant period in men’s fashion, every decade since has seen the advent of a new cutting-edge musical style that produces a corresponding fashion trend for both men and women.
Hesperidian Productions is interested in the intersection of fashion with the cultural scene, particularly music, film, video and art. Our fashion web series showcased fall and winter fashion trends for men at Topman in the episode posted below:
To help customers stay on top of developments in fashion, Topman offers a digital magazine, “Topman Generation,” that covers trends in fashion and the cultural scene that influences it.
You can check out Topshop, Topman’s retail counterpart for women, in this Hesperidian web series episode featuring celebrity stylist Eric Himel: