Reboot for the linen suit: how Tom from Succession became a style hero

Strong sales of tailored menswear are being driven by demand for a softer kind of smart – the perfect way to dress for a power-grab

. However, not everyone wants to dress like Mark Zuckerberg and his tech bros in T-shirts and hoodies. Instead, retailers are seeing a strong demand from workers for suits that reflect their new hybrid lifestyles, something that is smart yet casual. According to Damien Paul, head of menswear at MatchesFashion, its hero linen brands including 120% Lino and Albus Lumen are proving popular.

Separates also appeal to those customers who have become more cautious about spending due to the cost of living crisis. “Men are looking for styles that can be appropriate for multiple scenarios in the modern wardrobe,” says Paul.

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