Men’s tailoring ‘back on top’ as new data suggests Britain is dressing up again

New figures from menswear specialist Dobell suggest Britain’s appetite for formalwear is returning, with suit searches up 124% year on year and traditional styles seeing some of the strongest growth. As slim-fit sales fall sharply, shoppers are also increasingly opting for complete head-to-toe looks, signalling a wider shift in how men are dressing for work, weddings and special occasions.

Menswear specialist Dobell has noticed a significant increase in demand for suits over the past year, with men turning away from the slim-fit suit. Data also suggests a growing focus on ‘head-to-toe’ dressing.

The resurgence follows the years impacted by the Covid-19 pandemic, with men refreshing their wardrobes and bosses calling for employees to return to the office after years of remote working.

Data from Dobell shows online searches for suits are up 124% year on year, with some of the more traditional formalwear styles experiencing the biggest increases. Search interest in morning suits has risen 307%, while searches for linen suits are up 297%.

Slim-fit suits have seen the biggest decline, with sales revenue down 62.8% in just one year.

Dobell’s data also shows that formalwear is increasingly becoming a head-to-toe purchase, rather than simply a suit sale. Multi-item bundles now account for 45.6% of accessory-related revenue, up from 42.8% last year.

Earlier this year, Dobell announced a global partnership with business growth specialist Champions (UK) plc in a deal that includes a significant equity investment.

Loughborough-based Champions will provide its full-service expertise in strategy, digital marketing and brand development as Dobell continues to expand its presence in key global markets.

Kevin Livesey, Chief Operating Officer at Dobell, said: “For us, this isn’t about chasing a trend after it has already happened. We spend a lot of time listening to what customers are actually searching for and buying.

“Men’s tailoring is back on top, and we want Dobell to have a genuine point of difference, whether that’s broader fits, affordable occasion wear, more complete looks or products that help customers dress properly from head to toe.

“Customers are moving away from a narrow idea of what a suit should look like, with some even enlisting personal stylists and colour experts. They want more choice, more comfort and more confidence in what they’re wearing.

“The decline in slim fit is a good example. We’re not mourning it; we’re responding to it. If customers are moving on, we have to move faster. Men’s formalwear continues to grow as customers look to smarten up their wardrobes ahead of special occasions such as proms, weddings and parties.”