As consumers become increasingly uncomfortable carting around shopping bags from Louis Vuitton, Prada, Bergdorfs et al we've seen the increase in fortunes of brown paper bag manufactureers, online shopping sites, and of course start-up companies who focus not on dirty big labels plastered everywhere, but on quality, cut and timeless style. Company of We, launched in the northern summer of this year, was designed exactly with this trend in mind: founders Jayzel Samonte and Christopher Crawford note that "we’ve always appreciated fashion and have immense reverence for designers and luxury brands - but we became increasingly conflicted with the relevance of $700 shorts in our economically altered lives.”
$700 shorts.
Moving on...
Company of We has men's fashion sorted, split into the ubiquitous categories of T-Shirt, Blazer, Dress Shirt, Pants, Shorts and so on, meaning there is truly no excuse for ineptitude whilst shopping. The site even has a "most popular" scroll for each category, so if your man must follow the crowd, he can do so - thereby minimising his chances of social exclusion or ridicule.
Prices are reasonable, even by AUD standards, and there are even handy little "Company Memos" (see above) containing fashion tips for the really clueless. The real mystery is what some of their slogans mean: "one's anything new being everything new"; "we're everything brighter than even the sun"; "there's nothing as something as one" etc.
From a female perspective, and obviously this sentiment doesn't apply to a vast majority of women (only those afflicted with Yellow Fever, and even the Asian girls I know screw up their noses), they use a very cute Asian male model for their clothes. Just saying, is all. :o)
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