In this Hugh & Crye review, we take a detailed look at an e-commerce brand that takes a distinct approach to fit.

A History of Fit

The landscape of menswear has changed substantially in the last decade. On the first go around, e-commerce sites led to the dot com bubble which popped in 2000.

Years ago, marketing teams weren’t needed during good times but the Great Recession forced everyone to reassessed how they created value for customers.

Stack it high and watch it fly.

The old saying in retail was “stack it high and watch it fly”. This was the running trend of big box retailers since the 70s and they competed on price alone.

Millennials, which are now the largest percentage of the workforce in America, are far more diverse in ethnic, racial and religious background but also in body type.

Activities like CrossFit and Starting Strength have produced a generation of men with butts, hips and thighs.

At the same time, this group is demanding clothing be near skin tight but also comfortable. Such expectations have put retailers in a bind as foot traffic has slowed in malls, consumers are pickier and more price points sensitive.

The advent of smart phones and a 24/7 connection to the internet has pivoted consumers to browse and shop online without ever having to step foot in a store much less have to travel across town.

E-Commerce 2.0

The U.S. had a long-standing quota system when it came to the importation of textiles. That all ceased in 2005 which has allowed for the slow dismantling of control through a select few companies.

With decentralization in the garment manufacturing world, an astute business person can travel overseas and develop relationships with factories for production.

The trick is ironing out production issues before mass quantities are made while creating a streamlined website that can interface with a reliable third-party logistics company (3PL).