For over a decade, Gentleman’s Journal has been our go-to for all things style and luxury. Much like Love Brand, the luxury lifestyle publication attracts a savvy audience of ambitious gents who live for travel, adventure, and timeless fashion. Naturally, we couldn’t resist catching up with its founder, Harry Jarman, to celebrate Gentleman’s Journal’s 12-year milestone and chat about the ever-changing world of menswear, and where it’s headed next!
Image courtesy of Gentleman's Journal
Consumer behaviour has shifted recently, with the pandemic years giving things a major shake-up. "People are buying less, and buying better," Harry shared with us. "Price is always going to be the number one driving factor for consumers, however, if you can match that with sustainability then you’ll be getting all those marketing points right and therefore succeeding as a brand." The importance of trust has also grown. As Harry pointed out, “men tend to shop twice a year and stick with brands they trust for quality.”
One of the biggest changes? The everyday suit no longer reigns supreme. Men are swapping the traditional suit for more casual options - think shirts, chinos and trainers. "That has fundamentally changed the menswear game as we know it," says Harry. “Formal suits are there for special occasions rather than every day.” This shift has been a driving force behind Love Brand innovations, including our range of unstructured linen jackets. Designed with a relaxed, laid-back aesthetic, they’re perfect for the modern man navigating this new era of style.
With fashion priorities constantly switching up, striking a balance between timeless and trendy can be tricky. At Gentleman’s Journal, they avoid chasing trends and focus instead on timeless style (a lot like us). “We cater to men who value quality over trends,” Harry explained, “That’s why we call ourselves a style magazine, not a fashion magazine.”
So where does ‘luxury’ fit into today’s menswear scene? According to Harry, it’s all about "quality, price, and brand values” aligning. He added, “People want stuff to last and people want to pay the right price and not be ripped off. Those brands who take customers for granted will end up paying the price when it comes down to success.”
Looking ahead, it’s clear that menswear is entering a more thoughtful, sustainable era. As Harry suggests, the future is less about rapid consumption and more about investing in items with enduring appeal. Timeless style, quality, and a thoughtful approach - the future of menswear has never looked brighter.
