A Successful Counter Trend That Has Become The Prevailing Fashion Of The Moment – Forbes

Over the years, I think the most important part of my research probably stems from the button down shirt. Many fashion professionals proclaim that the shirt isn’t as important as it use to be, since so many people are trying to fit into a certain modern mold, a mold often already set by others with an agenda to promote their own fashion visions as well as revenue for that matter.

Nevertheless, I am looking to who is creating the most buzz out there and how can that translate to a story for the men’s market. Although data is important, my gut instinct is still what really guides me. When it comes to menswear, I take note of everything, including every time I see something new noticing what is the big-picture message is for the current season and even years to come.

It all starts with culture. For industry insiders, we all seemingly hold consumer behavior under a constant microscope and it will most certainly affect every single thing we forecast. It is knowing what drives consumers into new behaviors or what holds them back. It is important for me to point out that while it is newness and innovation that drive us, we also need to understand why consumers will not do something. In short, they are both equally important.

Verily, it is an exciting time to be in the menswear business. In fact, it is the only segment of the industry to have grown on a year-to-year basis since the great recession of 2008. It is the speed of trends that is picking up velocity each year as American male consumers are much more educated about their personal style and the overall industry as a whole. In general, men are evolving as rapidly as the swiftly moving societal change. Gone are the days of dressing poorly as men now demand the trend-right merchandise that tells a story and fits today’s needs of modernity.

Over time, the shirt has been elevated to represent the most intimate and the most important part of a man. The shirt is a strong indicator for a man to assert his identity. In short, all the meanings of the items past have not been lost over the course of time. Although marketing may make them seem obsolete or offer various alternatives, the importance of a shirt continues to affect us, consciously or not, whenever we purchase one. Take a white shirt for instance, it is the very basis of men’s fashion. In a word, it is the ultimate equivalent of mental purity. Henceforth, why is worn on important days albeit an interview, meeting or presentation.

The shirt has developed overtime. Up until recently, the collar was undoubtedly one of the most important details on a shirt. At first, there was only the Mandarin collar, but in the 1930’s the reversible collar had taken the thunder away from the mandarin and took the lead for men around the world. I should also mention that back then the collars were detachable. Could you imagine how long that would take to get ready in the morning? As for other developments, from fabrications to wrinkle-free etc…, the most prestigious innovation came most recently from a hybrid in scaling thus defining the shirts iconic modern status.

Almost a decade ago, when I first saw the TV commercials for the UNTUCKit shirt brand, I thought at once that it was a stroke of genius. You see, the details define the object, whereas the men who wear it, live it. It is that simple. I thought back at how many times (after clocking out at the office), untucking my shirt and appearing so disproportionate and sloppy looking. The stories of sloppy shirt tails are endless therefore I am sure as a day is long that you have your own stories as well.

In the USA, when it comes to fashion, men possess a feeling of camaraderie. All for one and one for all. Since the beginning of our great nation, American men were often thought of as the orphans of proper dress. The fact is; we pride ourselves in doing things our way; the American way. I am a huge proponent of American menswear style history as well as the ingenuity it brings forth to the modern era.

Just a few weeks ago, my fashion team and I reviewed the UNTUCKit collection. Upon wearing the samples about NYC, we received so many compliments from both men and women. A nice variety of styles to wear untucked just felt right – for all of us. Moreover, we gave it the wash-and-wear test and it passed with flying colors. The brand is a brilliant example of a successful forward-thinking strategy that fulfills the need of the modern day consumer.

Created in 2011 by founder Chris Riccobono and CEO Aaron Sanandres, UNTUCKit has given men a seamless way to look sharp and feel casual by creating shirts designed specifically to be worn untucked. Over the past 8 years, the brand has expanded to offering 50 fit combinations and 13 product categories—ranging from T-shirts and polo’s to sports jackets and pants—in addition to a wide selection of shirts, dresses, and blazers for women. UNTUCKit is dedicated to creating an unmatched shopping experience, with more than 75 physical retail locations across the U.S. and Canada and plans to open in the UK in the fall of 2019.

UNTUCKit’s offering has seen massive expansion throughout the years, resulting in 50 unique fit combinations, 13 product categories and the recent launch of our first cohesive women’s line. What once started as a button-down shirt has now grown into a brand where customers can find their entire wardrobe in one place.

The classic UNTUCKit shirts are now available in all kinds of fabrics like wrinkle-free and performance, flannel, and Italian cotton, as well as a vast assortment of solid, stripes, checks, patterns. We also have all kinds of layering options like sweaters, jackets and vests. Our women’s line is a curated assortment of wardrobe staples that women can seamlessly weave into their wardrobe from stretch silk and no-iron shirting options, to versatile shirt-dresses and the perfect black pant.

I recently had the privilege to speak with Untuckit Founder Chris Riccobono about the how he developed this forward-thinking brand, what aspects of his own lifestyle helped fuel this idea and what the core qualities of these styles allow for them to flourish in a wash and wear test compared to others in the market!

Joseph DeAcetis: Talk to Forbes about the history, launch date and DNA of the UNTUCKit brand?

Chris Riccobono: I created UNTUCKit in 2011 after having a personal realization that men needed a seamless way to look sharp, even at their most casual, since all of the shirts on the market at the time were too long and too sloppy. I soon brought on my Columbia Business School friend Aaron Sanandres, and when we created UNTUCKit, our signature button-down shirts quickly became a leading style in the industry and a staple in men’s wardrobes. Since then, our brand has grown to offer more than 50 fit combinations among our signature shirt collection, and we’ve expanded into 13 product categories–ranging from T-Shirts and polo’s to sports jackets and pants. This fall, we launched our first full womenswear collection of incredible foundation styles for women grounded in shirts, dresses, and blazers. Before founding UNTUCKit, I was working at GE Healthcare and studying at Columbia Business School, when I realized that it wasn’t just me struggling to find a shirt that looked good—and not sloppy—being worn untucked. I originally started the business as a side job and worked from my apartment in Hoboken, NJ, but we quickly realized that UNTUCKit was a legitimate need in the men’s fashion industry.

JD: In your words, what is your competitive advantage in the shirting market? 

CR: Our competitive advantage has in large part been due to us having the first mover advantage in the market. Men have been wearing their dress shirts untucked for decades, but by creating shirts designed specifically to be worn that way we successfully created a business around the style. Our wide customer demographic has also given us a leg-up in the industry, as we’ve taken the opportunity to be inclusive across our sizing and styling options to ensure we have something for every type of guy.

JD: In your words, what aspects of your own lifestyle helped fuel this idea?

CR: Like so many entrepreneurs, the concept of UNTUCKit was born out of an issue I was struggling with on a regular basis. Whether I was going for drinks after work or around town on a Saturday afternoon, I constantly felt like my button-down shirts were too long and sloppy to look good untucked. I specifically remember a trip I took to Las Vegas where I wound up wearing the same shirt day after day just because it was a little out of spec and wound up falling at a shorter length than the others. That trip moved me to ask my coworkers and friends if they ever ran into this problem, and I quickly learned that they were all dealing with the exact same issue.

JD: Can you elaborate on the approach with concern to fit in the collection and why you developed the collection with these types of items in mind?

CR: Fit is at the core of our brand because it is our key differentiator from other menswear retailers. Our shirts had to be the perfect length from the start—any shorter and they’d look ridiculous and any longer and they’d look like everyone else’s shirt. Now that we offer 50+ fits across each size, we’ve continued to focus on how the shirts fit and fall by taking measures (like testing fabrics at our factories in specific ways and washing shirts multiple times) to make sure each UNTUCKit shirt fits the same, perfect way.

JD: What consumers do you believe will benefit most from the unique fabrication offering in your men’s and women’s collections?

CR: The best thing about the UNTUCKit shirt is that it caters to so many consumers. We have an option for every kind of guy—whether that’s a small solid cotton, large pink gingham or XXL classic polo—and our women’s line has the classic staple items every woman needs in her wardrobe.  Our physical retail presence has also given customers another way to engage with our brand. We’ve focused on creating a seamless and accessible shopping experience whether online or in-person at one of our 75+ physical locations across the U.S. and Canada (and in the UK, later this Fall!).

JD: What are the core qualities of these styles that allow for them to flourish in a wash and wear test compared to others in the market?

CR: The key factor that keeps our shirts looking great after so many washes and wears is the high-quality fabric we use, whether it’s a classic cotton button-down or one of our unique fabrics like the Pique Polo Hybrid. A lot of our shirt fabrics also offer specific qualities to make men’s lives and wardrobes easier—like light stretch, wrinkle-free, moisture-wicking and odor control—while serving both a fashionable and functional purpose. 

JD: Why do you believe these fabrications and fit were missing within the market before UNTUCKit and what new opportunities do these styles offer to buyers that might have not been readily available before? 

CR: When we launched UNTUCKit, the casualization of men’s’ wardrobes had really started to take off. Men were (and still are) searching for a way to look elevated and sharp while feeling casual and UNTUCKit was the perfect solution to that need. Over the years, men have continued to combine their workwear and out of office styles and we have continued to offer them products that work for both styles.

JD: How has your consumer base changed since first launching UNTUCKit and how to do you predict it will grow/change in the future? 

CR: Our customer demographic has always been broad, ranging from 25-55, and we expect it to remain in that range. UNTUCKit will always be a great option for men who want to look good in a great fitting shirt, and that includes everyone from recent college grads to middle aged fathers to older guys working in a corporate office.

JD: Why was it important for you to create a women’s line and how do you believe the modern woman will benefit from this collection?

CR: As the men’s business began to grow, we knew we wanted to offer a similar, great product for women as well—plus, we’d heard from many of our stores that while some women were shopping for their loved ones, they were eager to shop for themselves as well. Our female customer loves to travel and is in need of those great staple pieces, so creating the right fabrics; styles and selection had taken a lot of time. We’re excited about our new Fall 2019 collection, as it’s the first cohesive line we’ve released!

JD: Talk to Forbes in detail about the current collection and product offerings and why it is important for consumers to understand to be aware of this brand? 

CR: UNTUCKit’s offering has seen massive expansion throughout the years, resulting in 50 unique fit combinations, 13 product categories and the recent launch of our first cohesive women’s line. What once started as a button-down shirt has now grown into a brand where customers can find their entire wardrobe in one place. Our classic UNTUCKit shirts are now available in all kinds of fabrics like wrinkle-free and performance,  flannel, and Italian cotton, as well as a vast assortment of solid, stripes, checks, patterns. We also have all kinds of layering options like sweaters, jackets and vests. Our women’s line is a curated assortment of wardrobe staples that women can seamlessly weave into their wardrobe from silk and shirting options, to dresses and the perfect black pant.

JD: Can you name a few celebrities and athletes that follow the brand? What do you believe attracted them to UNTUCKit?

CR: Our celebrity and athlete engagement is something we’re really proud of because it truly highlights the fact that UNTUCKit is a great fit for every shape, size, and lifestyle. We have a few guys who love the brand so much that they’re both ambassadors and investors, including Drew Brees, Wayne Gretzy and Chase Elliott. We’re lucky to have these guys as a part of the UNTUCKit family and love how much they support the brand—plus, they look great in the shirts too! We’ve also had some key celebrities wear our shirts including Matthew McConaughey, Danielle Brooks, Jason Maybaum, Jason Kennedy, Michael Strahan, Rod Riggle, and Sean Hayes, to name a few!

JD: Where is the product made and why? 

Top-tier manufacturers make our fabrics exclusively for us across the world—all of whom adhere to strict social and environmental guidelines. We test every batch of fabric to ensure the best possible quality and consistency, so all of our button-downs, polo’s, tees, Henley’s, and more have that just-right length and fit perfectly. UNTUCKit is focused on offering the highest quality products to our customers, which is why we source the best materials from across the globe.

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