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It is always refreshing to see a store that values its male customers as much as it does its female ones. Leading the trend for expanding menswear is Harvey Nichols who, earlier this month, re-launched its range of contemporary menswear. The redesign and redefinition of the contemporary menswear department has been fuelled by considering just what it means to be a contemporary man today.

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The Head of Menswear, Darren Skey has seen a huge influence in hip hop culture and fashion and this has been key in the change: “Artists like A$AP Rocky, Travi$$ Scott, and of course Kanye West have become important style icons. Slogan t-shirts, bomber jackets, sweatshirts are some of ourbest performing categories across menswear for both our home and international customers.” The way to achieve that style is by tapping up key designers from the US which is exactly what Harvey Nichols have done, making them the leading store to offer such a unique range of designers and brands that are current and cool.

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A total of twenty-two new brands have helped to reshape menswear in the store. Just some of the new recruits include Monica Monroe, Fear of God, Long Journey, MHRS, Pyer Moss, VFILES SPORT and Trapster Red Line. All of these brands fit well into that hip hop influenced category and to celebrate many of them will be hosting installations and pop ups during this month.

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It’s not all hip hop and street wear at Harvey Nichols though. Sitting amongst the new designers, are more established brands like A.P.C., Norse Projects and Blood Brother, all of which make the 3,175 square foot of shopping space, a very attractive and desirable place to be.