A new era of American craftsmanship emerges as tariffs and reshoring policies reshape the menswear industry. Explore how bold economic changes are paving the way for innovation, sustainability, and renewed pride in "Made in the USA" fashion.
The State of Menswear Runway Today
The AW 25 Menswear Runway, spanning London, Florence, Milan, Paris and New York paints a vivid picture of a world in flux. While creativity remains at the forefront, the challenges facing the industry are undeniable. Retailers are grappling with unsold inventory, massive markdowns, and cautious consumer spending—a direct result of the turbulent economic climate under the Biden administration. As Donald J. Trump prepares to be sworn in tomorrow as the 47th President of the United States, the fashion world is bracing for a seismic shift.
Economic Pressures and Tariffs: The Industry’s Crossroads
The menswear industry is intricately tied to global trade. Trump’s proposed tariffs, particularly on goods from China and Mexico, could significantly increase production costs. While some investors are optimistic about a robust economic revival, these tariffs may force brands to rethink sourcing strategies.
Meanwhile, Trump’s focus on mass deportation and a rollback of DEI (Diversity, Equity, and Inclusion) initiatives could reshape the labor force, impacting the workers who form the backbone of garment production and distribution.
First-Hand Perspective
As the founder of POTRO, my menswear collection designed to celebrate the heritage and spirit of LATINX culture, I’ve faced significant challenges in manufacturing within the USA. Despite my commitment to American-made craftsmanship, I’ve found that many of the resources and facilities needed for modern menswear production are no longer readily available. From specialized fabric mills to skilled labor for intricate tailoring, the infrastructure that once defined American manufacturing has largely vanished. This has forced me to consider alternatives, even as I remain determined to bring production back to the U.S.
Reflection
The decline of American manufacturing has made it increasingly difficult for designers like myself to support domestic production. However, this challenge also highlights the need for a renaissance in American craftsmanship. Reshoring initiatives and investments in rebuilding the manufacturing sector could empower designers to create sustainably and locally. For brands like POTRO, this represents an opportunity to redefine what “Made in the USA” truly stands for—a commitment to quality, heritage, and innovation.
Tariffs and the Push for American Manufacturing
One of the cornerstone policies of Donald J. Trump’s presidency has been the imposition of tariffs on imported goods. The strategy is rooted in the belief that higher tariffs will incentivize companies to shift production back to the United States, reducing reliance on foreign manufacturing, particularly from China and other low-cost production hubs.
Why Tariffs?
- Leveling the Playing Field:
Tariffs act as a corrective measure to address what many view as unfair trade practices by foreign countries. Subsidies, intellectual property theft, and currency manipulation by nations like China have made it difficult for U.S. manufacturers to compete on an equal footing. By imposing tariffs, the goal is to level the playing field and make American-made products more competitive in price. - Encouraging Domestic Production:
Higher import taxes make outsourcing less financially appealing, compelling companies to reconsider manufacturing in the U.S., where labor and material costs may be higher but quality and oversight are more controlled. - Boosting Job Creation:
A revival of American manufacturing is expected to lead to the creation of skilled and unskilled jobs, revitalizing economically depressed regions and fostering a sense of national pride. - Trade Balance:
The U.S. has long operated under a trade deficit, importing far more than it exports. Tariffs are intended to shrink this gap by discouraging excessive imports and promoting exports.
Benefits for the Menswear Industry
- Quality Control:
Manufacturing domestically allows menswear brands to maintain stricter oversight of production quality, ensuring that craftsmanship meets premium standards, which is essential for brands targeting higher-income consumers. - Quick Turnaround Times:
With manufacturing closer to home, lead times for production can be dramatically reduced. This allows brands to be more agile, responding quickly to trends and market demands. - Sustainability:
Local production reduces the carbon footprint associated with shipping goods across the globe. This aligns with the growing consumer demand for sustainable and ethical practices in fashion. - American Pride:
The “Made in the USA” label carries a significant weight for many consumers who value supporting local jobs and economies. This is especially important in a post-COVID era, where the focus on community and local businesses has gained traction.
Challenges to Consider
While tariffs aim to bolster domestic production, there are potential challenges:
- Increased Costs:
Higher tariffs mean higher costs for imported materials and goods. For menswear brands relying on specialized fabrics or components sourced internationally, this could result in increased prices for consumers. - Infrastructure Gaps:
Decades of outsourcing have eroded the U.S.’s domestic manufacturing infrastructure. Rebuilding this will take time, investment, and skilled labor. - Retaliatory Tariffs:
Other nations may impose tariffs on U.S. exports, complicating trade relationships and affecting global supply chains.
Why Trump’s Vision Resonates
The “Make America Great Again” agenda resonates with many because it aligns with values of self-reliance, economic independence, and national pride. For decades, Americans watched industries shutter and jobs move overseas, leaving communities economically devastated. The push to bring back manufacturing represents a cultural and economic shift, promising to restore the dignity of labor and revive the middle class.
Positive Economic Indicators
- Investment in Manufacturing:
Domestic and foreign companies are investing in U.S. facilities to circumvent tariffs, creating jobs and boosting local economies. - Reshoring Trends:
A growing number of companies are embracing reshoring. For example, large-scale garment factories are being planned or reopened in states like North Carolina and South Carolina, long-time hubs of American textile production. - New Opportunities:
The shift towards domestic production is creating opportunities for innovation, such as the adoption of automation and advanced manufacturing technologies.
Impact on Consumer Habits
While tariffs might lead to higher prices initially, they also create an opportunity to redefine consumer priorities. Shoppers today, particularly younger generations, are more inclined to prioritize quality, sustainability, and transparency over sheer affordability. The menswear industry can capitalize on this by promoting the craftsmanship and ethical practices behind “Made in the USA” products.
Top Priorities for Young Male Consumers (18-25)
- Sustainability:
Eco-friendly and ethically made products resonate strongly with younger shoppers. - Quality Over Quantity:
A shift towards buying fewer but better pieces is shaping purchasing habits. - Transparency:
Younger consumers value knowing where and how their clothes are made. - Technology Integration:
From augmented reality try-ons to personalized recommendations, tech-savvy consumers expect innovation. - Community and Authenticity:
Brands with a clear mission, relatable values, and authentic storytelling stand out.
A Generational Shift: The New Consumer
As a new administration takes the reins, a new generation of shoppers—young men aged 18-25—continues to redefine fashion’s priorities. These buyers value:
- Sustainability: Ethical production and environmentally friendly materials.
- Affordability: Quality at accessible price points.
- Individuality: Unique, personalized designs over mass-market appeal.
- Digital Integration: A seamless online shopping experience, influenced by social media.
- Cultural Representation: Brands that authentically celebrate heritage and diversity.
Runway Glamour vs. Retail Reality
While runway shows offer spectacle and innovation, many industry insiders are questioning their relevance to the everyday consumer. As brands invest heavily in high-concept presentations, the ultimate test remains: will these collections resonate at the cash register?
A Modern Conservatism in Fashion
With Trump’s administration poised to influence culture and policy, menswear may see a return to more restrained, timeless aesthetics. This “modern conservatism” could prioritize craftsmanship, functionality, and understated elegance, aligning with a new era of practicality and pride.
Looking Ahead
The AW 25 season reflects both the challenges and opportunities within menswear. As StyleLujo.com continues to analyze and review collections from around the world, one thing is clear: adaptability is key. Designers must navigate economic and cultural shifts while staying true to their vision.
A Turning Point for Menswear
As Donald J. Trump assumes the presidency for a second term, the menswear industry stands at a critical juncture. Tariffs, reshoring, and economic policies aimed at revitalizing domestic production present both challenges and opportunities. At StyleLujo.com, our team of editors will closely monitor these shifts, offering in-depth reviews and analyses to help brands and consumers navigate this new era of modern conservatism in menswear.
Stay tuned to StyleLujo.com as we explore how these policies reshape the fashion landscape and examine whether the industry’s runway-ready designs can translate to real-world success at the cash register.
Brunello Cucinelli:
As a fashion journalist with a keen eye for menswear, the Autumn/Winter 2025/2026 collection from Brunello Cucinelli showcases a sophisticated yet balanced approach to modern dressing. The idea of “Anamnesis” in the collection, where menswear pieces reclaim their original identity, resonates with today’s consumer who seeks both authenticity and innovation. The seamless blending of tailored excellence with informal, laid-back elements captures the spirit of a contemporary man who desires versatility in his wardrobe. I particularly appreciate the meticulous craftsmanship that elevates casual pieces like denim trousers paired with refined jackets or elegant suits combined with vibrant knitwear. These combinations not only demonstrate an evolution in menswear but also offer a perfect fusion of precision and comfort, which will undoubtedly appeal to men who appreciate both style and ease.
Sales Potential
Consumers are likely to respond positively to this collection, particularly those who value timeless elegance with a modern twist. The collection’s emphasis on lightness and ease, coupled with luxurious materials like pure cashmere and soft leathers, makes it a desirable choice for those seeking comfort without compromising on sophistication. The vibrant color palette—featuring amaranth, pumpkin, and sapphire—will attract consumers who enjoy rich hues in their wardrobe, while the soft, sophisticated knits and innovative textures add a layer of luxury that will captivate the fashion-forward. Additionally, the thoughtful details, from enamelled buttons to the subtle treatments of leather shoes, elevate the everyday look, making this collection ideal for the consumer who appreciates refined details and high-quality craftsmanship in their daily attire. With its harmonious blend of tradition and modernity, this collection will likely become a go-to for men seeking to redefine their style with a focus on both comfort and elegance.
Dunhill:
The third collection for Dunhill under Creative Director Simon Holloway is a masterful continuation of the brand’s core themes: English classicism, casual elegance, and meticulously curated wardrobing. Holloway’s exploration of the English Drape suit, with its athletic yet refined silhouette, sets the tone for a collection that seamlessly bridges traditional tailoring with contemporary versatility. From noble camel hair topcoats to Tyrol-inspired outerwear, the collection celebrates the richness of winter dressing for town. Highlights include impeccably crafted chalk-striped suits, velvet smoking jackets in vibrant tie-print motifs, and tactile shearling car coats—all of which reflect the enduring appeal of British sartorial heritage.
Sales Potential
Consumers are likely to embrace this collection for its harmonious blend of tradition and modernity. The diverse offerings, from formalwear to rugged yet sophisticated outerwear, cater to a wide audience, ensuring strong sales across retail channels. With an emphasis on craftsmanship, luxurious materials, and nuanced details—like double-faced construction and artisanal leather goods—this season’s pieces will resonate deeply with discerning shoppers seeking timeless investment pieces. Retailers can expect strong demand for standout items such as the tartan eveningwear, suede blazers, and the updated ‘Century’ leather goods, which seamlessly combine style with practicality. This collection positions Dunhill as a leader in refined menswear, delivering both innovation and heritage to a global audience.
Tod’s:
As a fashion journalist and designer with my own menswear collection, POTRO, I’m continually impressed by Tod’s ability to merge timeless craftsmanship with modern sensibilities. For Autumn-Winter 2025/2026, the Pashmy collection is a masterclass in luxury refinement. The extraordinary softness of the suede and ultra-light nappa leather used in this line not only exemplifies Italian craftsmanship but also sets a new standard for how luxury can intersect with everyday practicality. Matteo Tamburini’s reinterpretation of men’s wardrobe staples, such as the Bomber and Shirt Jacket, elevates these pieces into wearable works of art. The earthy color palette resonates deeply with the modern consumer’s desire for understated elegance, making these pieces highly desirable for men seeking comfort without compromising sophistication.
Sales Potential
From my perspective, the Pashmy collection will resonate profoundly with today’s menswear consumer, who values both quality and versatility. The use of natural tones and refined leathers speaks to a market increasingly drawn to pieces that transcend seasonal trends. The softness and lightweight feel of the garments suggest they will become instant staples for professionals and casual wearers alike. In particular, the T Signature embroidery on each piece reinforces Tod’s commitment to artisanal excellence, a detail that discerning buyers will undoubtedly appreciate. This collection positions Tod’s as a leader in modern menswear, appealing to those who crave luxury with a grounded, approachable aesthetic.
Harmont & Blaine:
A new era of American craftsmanship emerges as tariffs and reshoring policies reshape the menswear industry. Explore how bold economic changes are paving the way for innovation, sustainability, and renewed pride in "Made in the USA" fashion.
Harmont & Blaine’s menswear in the Winter Bloom collection is a testament to modern sophistication with a deep respect for nature. The palette, anchored by neutral tones like browns and safari shades, comes alive with vivid pops of acid green and iris, adding energy to the otherwise relaxed aesthetic. The integration of “dogflage” prints and responsibly treated denim showcases the brand’s ability to merge playfulness with sustainability, creating pieces that are both stylish and environmentally conscious. The Earth Dye capsule, particularly, highlights this commitment by using natural pigments that enhance the collection’s earthy and organic appeal. These design choices will resonate with the modern consumer who values authenticity, ethical production, and effortless style in their wardrobe.
Sales Potential
The menswear silhouettes are designed for a laid-back yet polished lifestyle, perfect for urban explorers who appreciate versatility without compromising on quality. From jacquard knitwear to floral-printed shirts and cozy wool overshirts, the collection speaks to men who embrace individuality and a touch of boldness in their everyday wear. Pieces like garment-dyed cotton staples and upcycled materials emphasize craftsmanship and durability, ensuring lasting value. The consumer will likely respond enthusiastically to the blend of vibrant colors, sustainable innovation, and Harmont & Blaine’s signature Mediterranean flair, making this collection a standout for the season.
Corneliani:
Corneliani’s Autumn/Winter 2025-26 menswear collection brilliantly redefines timeless elegance with a modern twist, capturing the essence of connection through refined craftsmanship and innovative design. The juxtaposition of slim, tailored trousers with relaxed outerwear and knitwear creates a harmonious play of proportions, emphasizing the brand’s ability to balance tradition and contemporary aesthetics. The tactile richness of Italian wools—gabardine, tricotine, and cover armatures—elevates the silhouettes, offering a three-dimensional depth that is both visually striking and inherently luxurious. The thoughtful color palette, grounded in classic tones of gray, black, and brown, gains vitality with accents of lime green, moss green, and antique pink, ensuring a sophisticated yet refreshing approach to fall dressing.
Sales Potential
For today’s discerning consumer, Corneliani’s focus on artisanal excellence is sure to resonate deeply. Iconic pieces such as cashmere coats, nappa leather jackets, and gradient knitwear exemplify the brand’s dedication to luxurious details and enduring quality. The robust leather footwear, with its lug soles and raised stitching, adds a commanding finish to the collection, appealing to men who value substance as much as style. This collection speaks to individuals who appreciate clothing as a form of personal expression and connection, seamlessly blending classic Italian tailoring with the nuances of modern life. It’s a wardrobe that not only meets the needs of the contemporary man but also invites him into a circle of timeless sophistication.
Bally:
The Bally Leo Mas capsule is a harmonious fusion of music, design, and fashion that successfully encapsulates the spirit of rebellion and creativity. Simone Bellotti’s interpretation of Leo Mas’s personal archive is a testament to his ability to intertwine heritage with modernity. The collection’s balance of Swiss precision with the free-spirited, countercultural ethos of Balearic music is both innovative and nostalgic. Each piece feels like a tribute to a golden era while offering a fresh take for today’s discerning consumer. From bold graphic motifs to understated tailoring in breathable fabrics, the collection transitions seamlessly between style and functionality, embodying Bally’s ethos of escapism through artistry. This capsule doesn’t just celebrate a collaboration; it establishes a dialogue between fashion and music, making it a standout moment at Milan Men’s Fashion Week.
Sales Potential
From a commercial perspective, the Leo Mas capsule has strong potential to captivate a niche audience of music aficionados, art enthusiasts, and fashion-forward consumers. The capsule’s exclusivity, combined with its collectible appeal, positions it as a desirable offering for Bally’s loyal clientele and new customers alike. Retail success will hinge on its storytelling, which can create an emotional connection with buyers. By leveraging Bally’s global network and emphasizing the narrative of collaboration and cultural significance, the capsule is poised to drive both foot traffic and online engagement. Limited-edition pieces like these not only boost brand equity but also encourage repeat purchases as customers anticipate future capsules. The understated, summer-friendly silhouettes with bold acce
Simon Cracker:
Simon Cracker’s FW25 menswear collection delivers a bold commentary on the illusions of wealth and societal excess, encapsulated through a mix of irony, rebellion, and deconstruction. The collection’s use of satirical motifs—spray-painted Chanel jackets, faux Hermès scarves transformed into garments, and Birkin bag illustrations—turns luxury status symbols on their heads, offering a sharp critique of the disconnect between fashion’s perceived opulence and everyday reality. The patchwork garments, industrial bands, and experimental dyeing techniques not only embody a raw, handcrafted aesthetic but also underscore the brand’s defiance of convention. The reinterpretation of Dr. Martens deadstock into makeshift Chanel ballet flats exemplifies this ethos, blending subversive humor with resourceful creativity.
Sales Potential
From a consumer perspective, this collection appeals to those who see fashion as more than a means of adornment—a medium for self-expression, critique, and cultural conversation. The vibrant color palette, inspired by English grandmother’s chocolates, adds an element of nostalgia that softens the collection’s sharp-edged satire. This line is for the modern man who values individuality, rejects uniformity, and finds resonance in fashion that challenges the status quo. Simon Cracker’s FW25 menswear stands as a raw, unapologetic celebration of imperfection and resilience, destined to attract those who appreciate the artistry of chaos and the power of a message.
Saul Nash:
Ik Aldama / ik@ikaldama.com
Ik Aldama / ik@ikaldama.com
Saul Nash’s Metamorphosis collection for Autumn/Winter 2025 is an inspired evolution of menswear, blending his signature movement-focused design philosophy with elevated craftsmanship and transformative functionality. As Nash makes his Milan Fashion Week debut, he offers a lineup that challenges conventional archetypes while maintaining wearability. Standout pieces, such as the kinetic-cut seamless jeans paired with a laser-etched Kaihara denim jacket, and the recycled nylon parkas with multifunctional cummerbunds, exemplify a seamless fusion of practicality and forward-thinking design. These garments are not only visually striking but engineered for versatility, allowing the modern man to navigate seamlessly between formality and freedom.
Sales Potential
For consumers, Metamorphosis represents an exciting shift in menswear—one that embraces adaptability and liberation through clothing. Pieces like the transformable mesh-printed hoodie, which morphs into a basketball jersey, or the pinstripe suit jacket that unzips into a sleeveless hoodie, cater to a man who values individuality and fluidity. The use of premium materials, such as tri-acetate velour and sheer TENCEL™ blends, adds a layer of luxury, while the collaboration with lululemon on the SLNSH collection extends the brand’s reach into performance and lifestyle. This collection feels like a game-changer for the menswear market, offering a fresh perspective on how men can engage with fashion to express and reinvent themselves.
KB Hong:
KB Hong
As a fashion journalist with a deep interest in the global intersections of design, K-Boxing’s Autumn/Winter 2025/2026 collection, Origin, is a fascinating blend of Western and Eastern influences that pushes the boundaries of menswear. Creative Director Massimo Foroni’s vision of merging luxurious sport and sharp tailoring captures the spirit of a modern adventurer, with oversized silhouettes balanced by sharp, precise details. The incorporation of traditional Eastern elements, such as the iconic kimono belt reimagined as collars and lapels, adds a thoughtful, culturally significant twist to contemporary menswear. The collection’s abstract graphics and jacquard fabrics draw on historical references, evoking the journey of Zhang Qian, which creates an emotional connection with history while still feeling modern and wearable. In essence, it’s a collection that speaks to the adventurous spirit of the modern man, someone who seeks both sophistication and comfort, and who values the fusion of cultural narratives in fashion.
Sales Potential
The Origin collection will likely resonate with the contemporary menswear consumer who is looking for versatility and uniqueness in their wardrobe. The blend of Eastern and Western elements offers a fresh perspective that will appeal to both established K-Boxing fans and newcomers, especially those intrigued by luxury sportwear with a historical narrative. The oversized shapes and relaxed fits cater to the growing demand for comfortable yet polished garments, while the refined details and abstract prints ensure that each piece has a unique, high-fashion appeal. The consumer who values both heritage and innovation will find this collection particularly attractive. Given K-Boxing’s status as a leading brand in China, its continued international expansion with collections like Origin is likely to further elevate its position in global markets, attracting a broad audience that is both style-conscious and culturally attuned.
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