"Style does not mean imitation"

For Merz b. Schwanen, relevance in menswear does not mean hype, but attitude: "Contemporary menswear draws its deepest inspiration not from fleeting trends, but from a new appreciation for enduring values - heritage, sustainability and functionality," says Nicolas Plotnicki-Morales, Global Marketing & Communications Manager of the brand from Albstadt. They focus on honest craftsmanship: Loopwheeled shirts, made on traditional machines, stand for quality and durability, no quick impulses, but substance. The image of the modern man is also changing: "The classic style icons - Grant, McQueen, Dean - once had a formative effect. But today, attitude, authenticity and sense are replacing these role models." For Plotnicki-Morales, one thing is certain: "Style does not mean imitation, but intention." The modern male image is reflected, calm, genuine - a fashion that shows attitude without being loud.