DECODING THE FUTURE MAN: MENSWEAR S/S 27 STRATEGY

For menswear, this season, purpose takes center stage as brands are moving beyond aesthetics to create designs that resonate with emotion and everyday values.

- By Puneet Dudeja, Director, Business Development- South Asia, WGSN

The future of menswear isn't about tearing up the rulebook — it's about rewriting it with intention.

For S/S 27, the story is one of evolution, not revolution. As men navigate an increasingly complex world, they're seeking clothes that do more — pieces that balance optimism with practicality, comfort with expression, and sustainability with sincerity.

This season, purpose is the new power move. The challenge for brands isn't just to create what looks good, but what feels right — designs that earn their place in the wardrobe and align with shifting lifestyles and values.

WGSN's S/S 27 menswear forecast is built around three defining narratives: Kintentional, Geo-Logic, and Empowered Play — each offering a roadmap for creativity, commercial opportunity, and long-term relevance.

Kintentional: The Rise of Personalised Utility

At its heart, Kintentional celebrates kinship, craft, and community — a move away from disposable fashion toward clothes that carry meaning. This is about authenticity: pieces that feel lived-in, well-loved, and built to last.

Design Focus: Versatility leads.

Every product must justify its space — able to move fluidly between work, leisure, and downtime. Expect a softer approach to structure, with relaxed tailoring, tactile finishes, and subtle cultural detailing that speak to shared identity rather than spectacle. The new uniform is intentional, grounded, and emotionally resonant.

Brands should treat sustainability as a design principle, not a checkbox. The priority is to pilot modular and circular product models that prove a tangible commitment to regeneration and innovation.

Colour, Material & Finish: A bright, life-affirming palette brings energy to the season — think Tangerine Peel, Carambola, and Soft Salmon. Materials lean toward the natural and the tactile, reinforcing a handcrafted sensibility.