Quick note

Hello friends. We’re both in NYC this week filming a YouTube series about creative direction and brand strategy, which we’ll release in March. Stay tuned for details.

Today, Clayton gives a breakdown of his time in Paris during Fashion Week. Enjoy!

General thoughts on Paris

I’m back in Amsterdam after a phenomenal time in Paris. Although I’ve been there several times but never during the market/fashion week circuit.

And being there is about what you’d expect—countless brands, buyers, journalists and creators, large companies with massive activations (Puma, the NBA), etc. Showroom appointments during the day followed by lavish dinners and wild parties at night.

As a father of two young children, I mostly skipped out on the late-night shenanigans to prioritize sleep, which has been hard to come by at the moment.

But as I think about last week, there are two schools of thought in my head.

Here’s the pessimistic view…

The whole trip — while incredible — felt a bit overwhelming, at least for me. We’re in a moment, culturally, where there are a million brands all seemingly selling the same sh*t.

We’re glued to our phones, trying to keep pace with changing algorithms, calling cool photos we saw online a “creative reference” to mask the fact it’s a clear rip from something that came before it, and the sheer amount of product out there is enough to make your head spin.

Everyone has access to the same designers, factories, influencers, creative references, and so on.

What makes brand A different from brand B? And given that my role is to curate the best stuff for you, it makes that job more difficult.

And here’s the optimistic one.

At one point during the week, my videographer told me, “I had no idea people in fashion could be this nice.” I didn’t realize this because it felt like muscle memory to me. But everywhere we went, she could tell that the people I met with are sincere.

That’s been my experience working in menswear. There are so many incredibly generous, kind, and supportive people in the space who are trying their best to make products that tell a story.

That’s why I love supporting independent, small- to medium-sized brands. These brands employ people, pay them a good wage, source their fabrics and production locally when possible, and care for others like they would a good friend.

Now that I think of it, that’s

Seeing so many brands focused on making quality products made me excited about being in Paris. In the years to come, I feel that the brands that focus on craftsmanship, well-made, luxury products (not the LVMH/Kering vein) are safe.

Why?

There are a hell of a lot of brands that won’t be around in 5, 10, or 15 years because they’re either doing it for the wrong reasons or they don’t have a supportive community that trusts them.

Enough yapping; here’s what I saw and loved in Paris.

The MAN/WOMAN show

Hitting the MAN/WOMAN show was an absolute pleasure.

I’ve known about them for years but never met the team in person, and I can thoroughly say that they’re some of the best people in the business. Team photo (most of them!) below.

Antoine, who started the tradeshow, is a kind, generous person who loves connecting people and curating them into the right spaces. He’s a true Parisian local with a vast bank of goodwill and a network of deep relationships.

That’s why he secured his show at the Pavillon Vendôme, located in one of the most luxurious and famous squares in Paris—it’s next door to the Ritz Carlton.

The show featured 90+ brands, including an incredible mix of European, Japanese/Korean, and American brands.

They had an impressive spread, from Nanamica and Paraboot to Wythe and Rocky Mountain Featherbed. Pulling that many high-caliber brands and designers into one space is tough.

A huge thank-you to Antoine and his team for letting me capture content at their show. We’re planning future content partnerships for the summer and beyond, so stay tuned.

It’s going to be great.

Here’s some of what I loved!

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Common thread — fishing and camping!

A theme I picked up on for AW25 was fly fishing and camping. Countless brands had fishing references, hooks and lures, tents, s’mores, and so on in the product details, which I loved.

The fly fishing effect has picked up recently, and this year it seems bigger.

Here are some standout pieces.

Standout brands and products

Outside of my work with MAN/WOMAN, I had some time to see other showrooms and individual brands I support, too. From DMSR and Welcome Edition to Options Distribution and Blenders, there was boundless great brands and products to see at the showrooms. There was also a lot brands with phenomenal stand-alone showrooms. So, here’s a sampling of what I could get to…

Footwear

Good knitwear from Aaron Levine

I haven’t had a chance to see Aaron’s work in person yet, but I was really happy with the quality of his knitwear. This rollneck sweater is money. It has a beautiful, understated ribbed neck.

Another Aspect

The boys from AA killed it yet again. Their standout pieces were this beautiful overcoat and their new made in Scotland knitwear.

Adsum and Dubbelware

Got the chance to visit Options Distribution, who rep Pendleton, FrizmWORKS, Adsum, and this American brand from the 1920s called Dubbelware.

Options bought Dubbelware and is investing in keeping the brand’s legacy alive. Dubbelware is a traditional, New-England-based brand with a vibrant history in workwear, and its latest collection of pieces is fantastic.

This sweater from Adsum was also a standout piece —

Some other stuff I loved

This puffer jacket from Kluane was also money.

Hyper Reports

Check out our market reports. We spend many hours researching markets, categories, and brands & products within the consumer space so you don’t have to.

• The guide to making great Merchandise — HERE — a guide to finding and producing your own merch

• Reports on Running, Golf, and Tennis — HERE — a guide to each sport, the market opportunities, and how to launch your own brand

Inquiries? Shoot us a note here: [email protected]

We’d love to chat!

Oren & Clayton ❤️ you