Anecdotal evidence — supported by a lack of streetwear on the European runways during the recently completed fall men’s shows — points to the fact that the category may have peaked and is now beginning to wane. But while designer brands continue to make strides among male shoppers, especially when it comes to apparel and accessories, stalwarts such as Supreme are still holding their own.
Here, WWD asked some of the leading resale sites for their top-selling men’s brands, items and trends.
The Real Real
The site continues to see strong demand for streetwear, particularly collaborations. Yeezy x Adidas moved up five spots to become the number-11 ranked men’s brand. And the Louis Vuitton x Supreme collaboration ranked six spots higher on the most-wanted men’s brand list than Supreme itself.
Top 15 Brands Among Millennial Men
- Louis Vuitton
- Saint Laurent
- Tom Ford
- Brunello Cucinelli
- Loro Piana
- Salvatore Ferragamo
- Yeezy x Adidas
- Dolce & Gabbana
- Christian Louboutin
Year-over-year Brand Trends
• Balenciaga moved up 21 spots to the number-12 ranked men’s brand in 2018.
• Moncler moved up nine spots to crack the top 15.
• Saint Laurent moved into the number-three spot, from number six.
Most Popular Pieces
• Hermès ties
• Nike sneakers
• Salvatore Ferragamo ties
• Gucci loafers
• Salvatore Ferragamo loafers
• Gucci sneakers
• Yeezy x Adidas sneakers
• Balenciaga sneakers
• Nike Air Jordan sneakers
In High-Demand Pieces
• Balenciaga Triple S sneakers
• Louis Vuitton backpacks (especially the Christopher)
• Gucci Coco Capitán logo backpack
• Yeezy x Adidas Moonrock Boost 350
• Gucci Ace sneakers
• The Ten: Nike Air Presto x Off-White
At Grailed, the resale site said the top-selling brands “are pretty much the same year over year,” according to Bilal Shaikh, the company’s director of analytics.
Supreme has consistently been the number-one selling brand and continues to rank in the top spot, he said. Other brands including Nike, Adidas, A Bathing Ape, Off-White and Palace were top designers in 2018 and are still top designers this year.
But one interesting trend the team discovered is that as streetwear grows, “these brands represent smaller and smaller shares of the overall market. Supreme didn’t see a decline in transactional volume as much as it saw a decline in the percentage of overall transactions. Acne Studios saw a 17 percent increase in transaction volume, but fell from our number-19 brand to our number-28 brand,” he said.
This indicates that streetwear continues to grow but new brands such as Travis Scott — which includes both the brand sold under his name as well as the Jordan Brand collaboration — “are joining the mix. Also, brands like Supreme aren’t introducing new products into the market as quickly as Nike and Adidas are.”
At Poshmark, which launched men’s in 2016, the category has continued to grow on the platform, representing a larger share of the business each year and male users are more engaged than ever before.
Since 2017, Poshmark found the mainstay sneaker brands — Nike, Jordan and Adidas — have been the most in-demand brands on the site.
Gucci managed to make its mark among Millennials with the most-purchased men’s item on the site in 2017 being a Gucci belt.
Levi’s, specifically men’s straight-leg jeans, have been increasingly in-demand on Poshmark, with the order volume in the first quarter of 2019 nearly surpassing all 2017 order volume.
In a report titled “A Year in Social Commerce,” Manish Chandra, founder and ceo of Poshmark, said the items that would bring the most money on the resale site today are Allbirds shoes, Carhartt jackets and coats and Off-White shirts.
And over the summer of 2018, Poshmark published a style recap that identified the “moments that defined men’s style” during the season. That included men’s sweatpants and joggers, which were twice as popular as dress pants, and ranking as the most-purchased pant styles.
In terms of sneakers, Nike, Jordan, Adidas, Gucci and Vans were the five most-purchased brands. And Nike was the brand men spent the most money on.
In terms of demographics, there was a disparity of brand demand across the U.S. In the West, T-shirts were the most-purchased items from brands including Supreme, RVCA and vintage offerings. In the Midwest, swim trunks from Chubbies, Vilebrequin and Tommy Hilfiger were the bestsellers. In the South, sunglasses from Ray-Ban, Tom Ford and Persol were the most purchased, while in the Northeast, loafers were the item of choice from Salvatore Ferragamo, Cole Haan and Sperry.
Interestingly, men shopped the most on Sundays, with a quarter of all purchases made between 7 p.m. and 11 p.m.