The Idle Man, an online destination for twenty-something fashion-savvy men, launched just over a month ago, with startup capital from private equity fund Foresight Group.
The site is the brainchild of Oliver Tezcan, ex-head of menswear at Asos, who was driven by a desire to create a credible men’s shopping site.
The site is now live for shoppers at theidleman.com. It offers a curated edit of the best of the high street - with clothing, shoes and accessories from widely respected brands such as Religion, Supremebeing, Mi Pac, Farah Vintage and many more. With Levi’s, Converse, Vans, Herschel, Cheap Monday and Eastpak joining for Autumn / Winter 2014.
The Idle Man also plans for an own-label range to follow, focused around the key requirements for every young man’s wardrobe.
Tezcan says: “Men are always an after-thought in fashion. Men’s ranges are hidden in the basement or plonked on three shelves on the top floor.”
“Even online men have not been catered for well. Over the years I had a nagging feeling that the average guy could be serviced better - and that’s what The Idle Man will do.”
The site is designed so that customers can find exactly the look they want with the minimum of fuss.
Tezcan said: “Men, just like women, want to look good. But that doesn’t mean they shop in the same way. Men are more interested in getting the clothes they want, than trying on everything in the shop.”
“Put simply, men would rather be at the checkout than in the changing room. The Idle Man is designed to show men a great look at any price point. Our customers can be confident that they look cool, without having to research the latest from London Fashion Week.”
He said: “Men are more interested than ever in fashion. The growth potential is huge for whoever can create a retail experience that meets their needs. That has never really been done before - but the mission of The Idle Man is to change that.”