July 25
Dressed for More: What American Men Really Want from Their Clothes
“When I put on &SONS, I want to feel…”
The top 5 emotions that came up again and again: Confident, Comfortable, Stylish, Put together and Masculine.
“Like a man - classic and stylish.”
“Like someone who takes care of himself.”
“Unique, but never trying too hard.”
“Relaxed, knowing I’ve invested in something good.”
“Comfortable and stylish - ready for anything.”
It wasn’t about standing out. It was about standing firm. Knowing that what you're wearing matches who you are
What does the &SONS brand mean to you?
One word dominated: Quality.
But here’s what that really means to our US customers: Built to last. Rooted in craft. Timeless, not trendy. Confident, but never arrogant. Rugged, but refined.
“It means I’m well dressed, but not in a snooty way.”
“The first brand I’ve ever collected piece by piece.”
“Classic masculinity. Durable. Designed with care.”
“A celebration of real guys - not catwalks.”
Many customers linked the brand to blue collar pride, heritage workwear, and a sense of belonging to something quietly powerful.It’s style with backbone - not bravado.
What American men are doing with their time?
Here’s what topped the charts:
Surfing
Hiking
Riding motorcycles
Camping
Woodworking
Playing guitar or drums
Cooking over fire
Restoring old cars
Spending time with family outdoors
This is a generation of makers and movers - hands-on, physical, and purposeful.They don’t want clothes to perform.They want them to align - with their pace, their values, and their lives.
And what about work? We heard from…
Firefighters
Carpenters
Airline pilots
Tech executives
Psychologists
Nurses
Architects
Veterans
Warehouse staff
Designers
Builders
Barbers
Filmmakers
Mechanics
Across every sector, one trend stood out:
They want their clothing to move between worlds.To be versatile enough for a dinner out, a weekend away, or a shift on site.
If you could design one &SONS product, what would it be?
Here’s what your US customers said:
Boots came up over and over again. Leather jackets, casual blazers, durable trousers. Many asked for grooming and skincare - but rugged, not luxury.
Several want style guides, curated drop schedules, or retro reissues of classic &SONS styles. Some wildcard entries:
“A tiki shirt. Hear me out.”
“A surf hoodie with fleece lining.”
“The perfect chino with just enough stretch - not the pilling stuff.”
“Work pants that still turn heads.”
'"leather flat cap.”
We’re listening. And we’re sketching.
Final thought: Why all of this matters?
We’ve always said: “We don’t just sell clothes. We build legacies.”
This survey didn’t just show us what you wear.It showed us why you wear it. You dress to feel grounded. To reconnect with something honest. To show up fully, whether that’s on a motorcycle, in the boardroom, or at your kid’s baseball game.
&SONS isn't just helping men dress better.
We're helping them feel more like themselves again.
And that’s a story worth continuing.
Join the movement. Wear what matters.
Jul 25
Roll The Bones: Gambler 500
Jul 25
