Dive Brief:
- After a 15-year pause, Lilly Pulitzer has relaunched its men’s apparel line, called Men’s Stuff, according to a press release.
- Men’s Stuff is a casual sportswear collection inspired by “the spirit of 1960s Palm Beach,” per the release. It features linen shirts, printed bottoms, polos, swim trunks, blazers, ties and pocket squares.
- The shirts and pants are available now in multiple colorways on the Lilly Pulitzer website, as well as its 67 company-owned stores and select specialty boutiques nationwide. Prices range from $148 to $178. Future drops will occur seasonally over the course of the year.
Dive Insight:
The reintroduction of a men’s collection is part of the brand’s recent strategy to play off the 65-year anniversary of the company and to seek new ways to grow its business.
Men’s Stuff was a part of the brand’s original line in the 1960s and was brought back in 2007 amid customer demand. However, the line was paused in 2008 after the financial crisis prompted the company to focus on its core women’s collection.
“There’s a clear space in the men’s market for the fun and whimsy that Lilly brings, allowing men to share in the joy of our brand,” Craig Reynolds, senior vice president of merchandising, said in an email. “The timing aligns with key industry trends, including the resurgence of printed menswear, the growing popularity of coordinated family wardrobes, the success of our Southern Tide partnership, and the enduring strength of our Palm Beach heritage.”
Reynolds said Men’s Stuff will continue to evolve over time, with seasonal collections centered around linen and stretch cotton. He added that the brand will also expand to include more performance fabrics that can be worn for active sports such as golf, tennis and pickleball.
In addition to bringing back the men’s sportswear line, Lilly Pulitzer celebrated its 65th anniversary last year by partnering with Badgley Mischka on a capsule collection of seven women’s dresses.
Reynolds said Lilly Pulitzer will also launch several heritage womenswear capsule collections in the coming months.
Lilly Pulitzer has stores in Arizona, South Carolina and Hawaii. This spring, the retailer also launched a specialty store in the U.S. Virgin Islands.
