Cool Guys Are Choosing Low-Key, Well-Crafted Pieces Over Bold Logos and Trendy Brands

In a quiet but growing shift away from flashy logos and high-profile designer labels, stylish and informed men are embracing a more understated approach to fashion. This new trend emphasizes relaxed silhouettes, well-crafted fabrics, and muted tones, creating a look that exudes quiet confidence. The movement is not just about aesthetics—it’s also a response to the current climate of sustainability, authenticity, and value in fashion.

Samer Saliba, a 39-year-old Brooklyn nonprofit worker, is one of the many men who have embraced this new style. His wardrobe, composed of pieces from indie brands like New York’s Stoffa and San Francisco’s Evan Kinori, reflects a preference for quality over brand recognition. “I’m drawn to brands that care more about making clothes than selling clothes,” Saliba explains. His choice of relaxed, well-worn pieces is not only practical for daily life but also a statement of intentionality.

This subtle style has gained traction among fashion insiders, with Louis Cheslaw, a menswear columnist for Magasin, noting that the prevailing look at Paris men’s fashion week was “logoless, comfortable, relaxed tailoring.” The key elements of this look include well-worn, loose shirts in earthy tones—often in black, brown, or blue—avoiding button-down collars; darker trousers; and unbranded shoes. While the brands may be difficult to identify, the result is a cohesive and stylish appearance that feels effortlessly put together.

Though some of these indie labels can be expensive, the trend is surprisingly accessible. It doesn’t require bold patterns or aggressive silhouettes, making it a practical choice for many. Brookes Boswell, founder of Shop Boswell in Portland, describes the style as “a way of dressing well that kind of flies under the radar.” The focus is on craftsmanship and quality, with pieces often coming from small, in-the-know labels rather than big-name designers.

Many of these brands prioritize local production and meticulous attention to fabric, offering a more sustainable and trustworthy alternative to some luxury labels. For example, William Frederick manufactures its hemp or linen ink-dyed shirts and roomy trousers in Cleveland, while Evan Kinori crafts pants from ink-dyed corduroy or shirts from worsted wool sourced from Japanese artisans. London label Conkers bestows rustic, old-timey names like “Tavern trouser” or “Farmer shirt” on its UK-made pieces. “I’m focused on making clothes that feel lived-in and approachable rather than precious,” said founder Oliver Warner.

For those looking for more affordable options, brands like Uniqlo U and 3Sixteen provide accessible alternatives without compromising on style. Uniqlo U, a more-premium Uniqlo line designed by Christophe Lemaire, allows buyers to access the Lemaire aesthetic without breaking the bank. “It fits into that same world,” says Noah Chee-How, a 29-year-old marketing professional in Atlanta. Chee-How rotates a bunch of interchangeable cotton shirts, T-shirts, and wool-gabardine pants from Auralee and Los Angeles brand Lady White Co. Everything is in solid, subdued shades—the tops pale pink, blue-gray, or white; the trousers brown—to maximize mix-and-match potential.

As the trend continues to grow, it offers a refreshing alternative to the often-over-the-top world of high fashion. It also resonates with a broader cultural shift toward sustainability and authenticity. “It feels like you’re inheriting something rather than buying a new item,” says Cheslaw. “It has soul.”

Chicago stylist Jabari Sandifer favors laid-back loafers from Morjas and pieces from Japanese brands Comoli and Auralee. He recently discovered the sub-$200 Cuban-collar shirts from New York brand 18 East. He said the soft, handwoven cotton designs “have a great fade” and are proving popular with his clients because they’re easy to wear. “Unfussiness is something the nonprofit worker Saliba—and his toddler—also appreciate,” he adds. “Since I have a 2-year-old son, I mostly wear these clothes to the playground. He thinks I look cool and that’s really the only opinion I care about.”

This quiet revolution in men’s fashion is not just about looking good—it’s about feeling grounded, intentional, and connected to the clothes you wear. It’s a movement that values simplicity, sustainability, and the art of dressing well without the need for a designer label.