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Forbidden Suits

Men started ditching their pricey suits long before the pandemic, but only now are they spending serious money on luxury casual wear, led by Loro Piana’s ubiquitous billionaire quarter-zips, polo knits of all varieties, and sportswear cuts for a fitter man of means.

Richard Gere american gigolo
It’s been years since men started ditching their power suits, but only recently have they begun reallocating the big bucks they once spent on dressy suits to peacock in elegant casual clothes. Photo: Paramount/Courtesy of Everett Collection
Teri Agins
August 25, 2025

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It’s been years since men started ditching their power suits, but only recently have they begun reallocating the big bucks they once spent on dressy suits to peacock in elegant casual clothes. After the pandemic, in 2022, many men (including the Millennial tech set) got to work upgrading their wardrobes and never looked back. That accounts for the consistent uptick in the sales of top-drawer, casual menswear, led by a lofty class of Italian creators of luxurious $400 to $800 knit shirts, $3,400 cashmere zip cardigans, and $1,200 top-quality Japanese denim jeans.