The Idle Man

The Idle Man is an online clothing store focusing on menswear and accessories. Scouting out the ‘best in class’ menswear brands from around the world to make shopping hassle free. Founder Oliver Tezcan, approached And-Then Studio and Fellow with a new vision for the mens online clothing retailer, to refresh the current brand Identity and create a brand that acted as a safe haven for the everyday man. Helping men navigate through the rigamarole of menswear. With this is mind we repositioned The Idle Man as a lifestyle brand, changing their proposition to ’Stitching life with style’. Showing your wardrobe can be built around everyday needs and still reflect a great sense of style.

By talking with Oliver and the other employees about what ‘The Idle Man’ is and their customer base we were able to delve into who they really are as a brand. When it came to purchasing clothes men appeared to seek quality over quantity. They want to know that each piece has longevity and works with their day-to-day life. The breadth of today’s fashion means having help to find quality pieces, which reflect your taste and passions, becomes paramount.

The three A’s that sum up the The Idle Man tone of voice moving forward were; Aspirational, Approachable and Assured. This led into creating the overall look and feel of the brand that encompasses the new proposition — Stitching life with style.

The identity aims to reflect the quality of the products offered by The Idle Man, while acting as a strong platform to allow the products to take centre stage. The modular aesthetic simulates a mood-board of fabric swatches to convey a sense of collaboration between elements. Patterns were developed from material textures of products sold to work with lifestyle photography. By juxtaposing content alongside each-other within restrained layouts we are able to reflect the brand proposition in a clear and concise way.Launching the updated brand required both creative and strategic guidelines, along with digital deliverables to help the brand promote itself through a variety of formats.