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“Hey. Do you remember when we used

to hang out with ugly people?”

“No . . . cause that never happened.”

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STYLE ArCHEtYPEs

A s hard as we all try to get

steezed out, the reality of

the situation is that we’re still just

playing a part . A part that falls

in line with generations and

generations of menswear

fiends . A part that can be easily

stereotyped and made fun of .

The following pages present a look

at the definitive style archetypes

and what sets each apart .

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n AGE: 40 and up

n STRENGTHS: Double monks, double-

breasted suits, double four-in-hand knots,

double anything to be quite honest, dad

jeans

n wEAKNESSES: Carbs, mistresses,

ferraris, lung cancer, technology, English

n fAVORITE BRANDS/DESIGNERS:

whatever he and/or his family has a

controlling stake in. Examples include, but

are not limited to Isaia, Borrelli, Boglioli,

Lardini, and any other brand that sounds

like it easily could be a pasta dish you had

that one time on “vacation.”

Sprezz

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The smoking street-style unicorn,

the Pitti Uomo peacock with panache, this is

the sprezzed-out Italian gent. with facial hair

worn without a single hint of irony, his sense

of taste is off the charts and helps influence

countless broke underclassman across the

Atlantic. His greatest attribute, bequeathed

at birth, is his innate understanding and

execution of sprezzatura. Odds are his family

has done this kind of thing long before the

internet was invented, and he probably has no

idea that the internet even exists. Aspiration

need not apply in this case. Out of all the

style heroes, he truly lives it.

STyLE ARCHETyPES

Sprezz

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Nostalgia drunk deep from the waters

that carved the Appalachians. This guy only

concerns himself with clothing that was

made for hardworking men in even harder

times. Clothing that is built from the ground

up. Prepared on the daily to cut cords of

wood or build railroads, this guy feels at

home in denim, waxed jackets, and thick,

sturdy boots. A history of excellence is what

this guy strives for. Ernest Hemingway, Steve

mcQueen, and other dead guys are the icons

this dude shunned his father for. Each time he

pulls on his heavy wool overcoat he becomes

part of a long tradition of making this nation

great, whether walking to the local bodega or

debating if his favorite brunch place will be

totally swamped.

Heritage

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STyLE ARCHETyPES

n AGE: 25–45

n STRENGTHS: Obscure beers, repelling

water, beards, brand history, judging

authenticity

n wEAKNESSES: manual labor, overpriced

notebooks, patina, compasses, outsourcing

n fAVORITE BRANDS/DESIGNERS:

Barbour, filson, Alden, Red wings,

Levi’s, L.L.Bean, woolrich woolen mills,

Engineered Garments, Pendleton

Heritage