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Montreal’s Wide the Brand creating a home for plus-size men’s fashion

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“Every little thing we do round our model and life-style is there to boost the extensive man’s physique, not conceal it,” says the firm’s co-founder and inventive director.

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Following years of inclusive dialogue and motion relating to plus-size ladies’s fashion and fashions, a workforce of Montreal designers and producers is discovering its personal area of interest in the clothes market: Males.

Billed as the first model designed solely for extensive males, a new firm known as Wide the Brand seems to handle the wants of a demographic that hasn’t been swept up in the business’s latest strides and to create clothes that meets the firm’s expectations for high quality.

“Different manufacturers will often upsize their common sizes; we’re seeking to create types, proportions and matches which are uniquely tailor-made for the extensive man’s physique,” stated Mahrzad Lari, the firm’s co-founder and inventive director. “Every little thing we do round our model and life-style is there to boost the extensive man’s physique, not conceal it.”

Wide the Brand is launching with “capsules” of 15 transitional, seasonless pieces that can be mixed and matched to provide 20 to 25 different looks.
Wide the Brand is launching with “capsules” of 15 transitional, seasonless items that may be combined and matched to supply 20 to 25 completely different seems. Picture by Dave Sidaway /Montreal Gazette

The demand is actually there. Having met its Kickstarter campaign goal of $50,000, the clothes model is now setting its sights on launching on Aug. 30, 2021. The actual query is why plus-size males’s fashion was left behind in talks of tolerance and acceptance over the final a number of years.

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After having spent a decade working at numerous luxurious fashion manufacturers, the causes are two-fold for Lari. “I feel it’s a query of society considering that males merely don’t care about fashion,” he defined. “Then there’s the query of sure stereotypes that we push by our society about how males must be robust and never care about appearances and the method they gown.

“The truth is that the method you gown is the method you current your self to the world.”

To begin, Wide the Brand is launching what they name “capsules” that include 15 transitional, seasonless items that may be combined and matched to supply 20 to 25 completely different seems, all to assist kind a wardrobe basis — and assist males keep away from the dreaded “I’ve nothing to put on” state of affairs. As time goes on, the firm will regularly add extra items to its assortment. Lari stated the intent is for the clothes to keep away from seasonality and to stay timeless.

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Designed, developed and produced in the metropolis, the Montreal firm is seeking to preserve issues in-house. “It’s about supporting our native financial system, but additionally our native artisans, seamstresses, pattern-makers; it’s vital to us, and we have now the expertise right here to do it and have full management on our manufacturing to make issues of top of the range.”

They’re not stopping at clothes, both. Wide the Brand is seeking to create a motion for the plus-size neighborhood, and a technique they’re getting the phrase out is by pitching the firm for additional funding on Dragon’s Den. As certainly one of the present’s few pre-revenue corporations to current, the episode ought to air in November.

Ultimately, Lari hopes to broaden the model with the creation of Wide Labs, a life-style content material platform that explores topics like health and diet.

“As plus-size males, we simply wish to be joyful and well-lived, however it’s not about weight and it’s not about a quantity,” Lari stated. “It’s nearly being your finest self all the time, and a part of that’s presentation.”

jpkarwacki@postmedia.com

twitter.com/jpkarwacki

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