what men wear and why

what men wear and why 50 questionaires investigating male dressing habits, from the ever-curious makers of FANTASTIC MAN

“I wouldn’t call this a book about fashion. Some men talk about fashion, many simply talk about clothes; there’s a distinction,” explains Eliot Haworth, on the new release from the makers of Fantastic Man: What Men Wear. An anthology of Fantastic Man’s online feature Questionnaire which instigates conversations from one question – “What garment is key to your personal style?” – the publication brings together a selection of insightful figures to create an oral history of male dressing in the 21st Century. It was in the early autumn of 2018 that Eliot, assistant editor, editor-in-chief Gert Jonkers, creative director Jop van Bennekom, and the Fantastic Man team realised they had reached over 50 Questionnaires, and decided to produce the book. “We liked the idea of taking something digital and turning it into a physical object, as increasingly the route is the other way around,” recalls Eliot. “We mentioned the idea to Browns, the London boutique, they loved the idea and kindly collaborated with us on the project to help make it a reality.” The result is a clean, type-led publication which follows the visual style of Fantastic Man but which, notably, features a distinct lack of imagery. Mirroring the design of the online feature, the book is entirely typographic – a decision made almost three years ago when first launching Questionnaires. “We did contemplate including imagery but decided that seeing the garment being spoken about loses some of the magic,” Eliot explains. “Fashion and clothing can be such a visual medium, particularly in the digital space, so we find it refreshing to make something entirely text.”

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