The year was 1940, Paris had just been invaded and the rich cultural expressions were essentially cut off from the rest of the world. For 200 years America was easily influenced by European taste. The Runways of London, the coffeeshops of Italy, the cobblestone of Paris, had defined elegance and given the world a North Star to strive toward.

The American fashion industry had started off strong in the early years of our existence, but we could not detach ourselves completely from high society. Our understanding of cultural norms had mirrored that of Europe. George Washington had tried to set an example for Americans to embrace the textile and manufacturing industry during his inauguration (read here) but we never truly formed our own national style.

Like all moments of substance in history, preparation met opportunity and an industry was born. In the 1930’s American designers had begun to develop a distinct style, focusing on easy-to-wear, modern clothing as opposed to the elaborate and elite confections of Paris. Practicality was the muse and easy-care fabrics were all the rage. With Parisian decadence cut off and the mentality of extravagance left void, American designers laid the foundation for much of what our style is today: capsule wardrobes with elements that could be interchanged. The dawn of Ready-To-Wear was ready to take the stage.

The fabrics were simplified so mass production could be capitalized. New York based designers were praised for promoting American values in their ready-to-wear collections. Until this point, there was such a wealth of knowledge in the textile industry most people made their own clothing. but after WWI had shifted the mindset of what people should do with their lives, and now WWII cutting off the inspiration, people were now left to obtain their own sense of style.

We often hear, “Fashion is cyclical” yet we struggle to see it pan out on a grand scale. We simply observe, “wow high waisted pants are back?”. But changing a cultural identity and what is normative in production procedures is entirely different.

This shift in the fashion world of the 1930s-1940’s is very similar to the early 2000’s- in response to economic turmoil of 2007/8, we saw an explosion in the performance wear industry. It’s not like more people were going running, so a name had to be created: athleisure. “Practicality was the muse and easy-care fabrics were all the rage.” The world is consistently being viewed as more casual, that is not because consumers desire it, but that the fashion industry is facilitating a global mindset shift.

Remember that no matter the trends, no matter the international pushes, you are and will always be in control of your buying habits. Don’t buy it unless you love it.

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Retail > Mens Clothing