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…
