What Modern Men Really Want From Their Clothes: Confidence, Connection and Craftsmanship

New Drops: Getting the Rhythm Right

We asked: How do you feel about how often we release new products?

• 904 of you said it’s “about right”
• 344 want to see even more
• 216 said it’s “a bit much – I can’t keep up”

Our current rhythm is working, but we’ll keep refining how we group, drop, and preview new releases to make discovery feel effortless, not overwhelming.

What Should We Expand Into Next?

We asked: Which product categories would you like us to expand?

Top picks:

• Footwear – 531 votes
• Collaborations with like-minded brands – 355 votes
• Grooming/Skincare – 223 votes

Takeaway: We're staying true to the core - timeless menswear, but experimenting with adjacent pieces where they fit our values.

What Kind of Content Do You Love Most?

You told us loud and clear:

• Styling tips / How to wear it – 832 votes
• New product alerts – keep it simple – 708 votes
• Behind-the-scenes product stories – 538 votes
• Deep dives into history and culture – 399 votes

We're focussing on layered, practical, and inspirational content—with plenty of quick-hit, “just tell me what’s new” alerts baked in.

You’re Ready for More Experiences

We asked: What kind of events or experiences would you attend if we ran more?

• Pop-up pubs / meetups – 628
• Store events & exclusive launches – 529
• Maker workshops – 419
• Men’s retreats – 412

It’s time to bring the Pioneer community together—face-to-face. From meet-ups to fireside weekends, this next chapter is about real connection.

What Matters Most When You Buy Clothes?

The top values that guide your decisions:

• Materials used – 1,171
• Fair working conditions – 1,058
• Transparency around where clothes are made – 975
• Recycled or compostable packaging – 725

Sustainability isn’t just a trend - it’s your expectation. We’re committed to doing more, showing more, and improving across every part of our supply chain.

How Does &SONS Make You Feel?

This is where it got personal. We asked: Since discovering &SONS, have you noticed any of the following? You said:

• “I feel more like myself in the clothes I wear.” – 787
• “I feel more confident in how I dress.” – 746
• “I get more compliments.” – 721
• “I’ve rediscovered my personal style.” – 688
• “I feel part of a like-minded community.” – 841

This wasn’t about fashion. It was about identity, belonging, and expression.

In Your Own Words

Across all survey questions, we saw over 5,800 individual written responses. Here's a glimpse into the common themes:

From Question 3.1 – “What do you love doing in your free time?”

Top responses:

• Walking
• Socialising
• Sport
• Travel
• Music and creating

“Spending time outdoors and creating with my hands.”

“Good food, loud music, fire pits, and the right people.”

From Question 3.4 – “What does the &SONS brand mean to you?”

Top response? One word: Quality.

It came up 169 times, followed closely by style, heritage, authenticity, and craftsmanship.

“You make me feel proud of what I wear again.”

“It’s like wearing a piece of purpose.”

From Question 4.5 – “What else would you like to see us do in the future?”

• Repair programmes
• A pre-loved shop
• More storytelling around makers
• Collaborations with other British brands

And a few brilliant wildcards:

“&SONS radio station.”

“Design a truck.”

Noted.

Final Word:

We started this brand to make beautiful clothes and tell great stories.But it's you, the people wearing them, who give those stories meaning.

Your answers told us everything: You want to feel more like yourself.

You want to invest in something that lasts.

You want to be part of something real.

We’re right there with you.