INTRODUCTION TO HIS STYLE ARCHETYPES™
Most people don’t dress just one way; their wardrobe choices are informed by two or more archetypes. Designers generally fuse different archetypes to create new looks for the runway.
Along the vast spectrum of fashion there are traditionalists on one end, sticking close to golden rules of suiting and tailoring. On the other, you have eclectics who prefer to invent their own rules, fiercely independent and wildly creative. Such iconic archetypes as the preppy Ivy Leaguer or the leather-clad rebel rocker came to reflect society and the prevailing popular culture.
Other archetypes reflect instead the inner psyche of people, whether it’s the islander who yearns for eternal sunshine or the utilitarian who staunchly seeks pragmatism in his way of dress. Even within each archetype, subdivisions arise from diverging
Is one better than the other? We think not. For both the beginner and the seasoned stylist, the complexity of the fashion world is what makes it at once exciting and daunting. The archetypes we’ve established are attempts, in a useful albeit general way, to map out this ever-expanding arena. What we want to help you do is find your own space within this spectrum.
Through the His Style Archetypes™ system, you can learn about the major looks in menswear history that have withstood the test of time. Find a style that appeals to you, your lifestyle, and your needs. Better yet, you can explore looks you never thought would fit your personality.
Worried you can’t put a style together? We’ll tell you what to look out for, and where to find them. With the lookbooks in His Style Archetypes™, you can recreate your desired style for yourself – and finally wear something that says “you”. In short, we want to empower you to write your own style diary.
THE TWELVE ARCHETYPES
The Normcore
No attention-seeking here; he keeps it simple, subtle and effortless.
The Islander
Born from the shores of tropical climes, his sunny style oozes carefree insouciance.
The Hypebeast
Think swagger, collab sneakers, and lots of loose fabric in all shades of grey.
The Eclectic
True sages of the avant-garde, they’re more rule-makers than rule-benders.
The Brandstag
His wardrobe is a runway catalog, and he knows exactly which one’s which.
The BoHipster
Hip anti-style irony that’s edgy but old school. Did we say irony?
The Utilitarian
Inspired by apparel designed for physical work, these pragmatists draw from safari rangers to fighter pilots.
The Traditionalist
Walking textbooks of menswear rules, they’re seen mostly in tailor shops or three-piece suits.
The Sportif
An archetype centered on sporty looks, but always with a dash of panache.
The Rebel
From hard rock to grunge to Goth, and everything in between, courtesy of leather.
The Prep
His youthful, colorful style comes directly from the esteemed halls of Ivy League campuses.
The NuDapper
Experimenting within the rules of conventional dress, he’s more a revisionist than rebel.