Soft power: cardigans become male status symbol as sales soar | Fashion
Until recently, a man in a cardigan might typically have signaled “retiree”. But now the cosiest of knitwear items have been given a makeover. Fashion-friendly brands such as The Elder Statesman, Ami Paris and Studio Nicholson are pushing the cardigan. Marks & Spencer reports that sales of cardigans are performing well for spring – up 90% on 2022, possibly due to the “inbetween” weather. A green “preppy” style is particularly popular. More styles will be launched by the retailer this fall. If the quarter-zip jumper is a masculine status symbol worn by the likes of David Beckham, the Arsenal manager Mikel Arteta and those working in the City, the cardigan is increasingly about soft power. Brad Pitt wears a multicolored zipped-up cardigan with a folksy feel. Photo: Jose Perez/Bauer-Griffin/GC Images The Netflix series Beef provides a...
