Mister Rogers made the men’s cardigan famous and, now, a new report is delving deeper into the sweater-ish style. We chatted with Poshmark co-founder and senior vice-president of new markets Tracy Sun about this dapper data. —Noa Nichol
Hi Tracy! Tell us a bit about Poshmark’s new "cardigan report" to start.
As a social commerce platform, we see our community interact with one another around products and brands in fascinating ways. Today, Poshmark sellers are curating over 30 million items daily, which not only provides a lot of discovery for shoppers, but also allows us to have a pulse on which pop culture moments might be influencing and driving style choices, cardigans being one of them. From Fred Rogers to Ryan Reynolds, the cardigan has a rich history, and our data around purchases and searches of the iconic style further prove that the trend isn’t going away. In our latest report, we detail how the cardigan has always been a menswear classic, and that due to the social nature of our platform and volume of inventory we have available, we’re able to quickly respond to pop culture trends that are manifesting on the platform in a data-driven way.
Can you give us a little more background on the men’s cardigan?
Few items in fashion have as much staying power or mass appeal as the cardigan. With fans from President Jimmy Carter to rock phenomenon Kurt Cobain to everyone’s favourite neighbour Fred Rogers—the cardigan is a menswear classic. Like many fashion staples, the cardigan of today originated out of necessity. The cardigan emerged as a variation of a military jacket in the 1850s and is now considered a must-have item.
Is the cardigan making a comeback now? If so, why?
We took a look at how male shoppers have been finding their signature cardigan looks on Poshmark across the U.S. and Canada, just in time for the release of the new Mister Rogers biopic, A Beautiful Day in the Neighborhood. Since the premiere of the film at the Toronto International Film Festival on September 7th, 2019, cardigan searches increased, which led to a spike in purchases. Red cardigans, a favourite of Mister Rogers, have been particularly in demand, with purchases jumping since the premiere of the film.
Top-selling cardigans at the moment?
Lacoste, Rag & Bone, Polo By Ralph Lauren and All Saints were some of the top-selling men’s cardigan brands on Poshmark across the States.
When it comes to finding one’s "signature" cardigan, what tips can you give?
Finding your own signature cardigan isn’t as intimidating as it may seem. The cardigan is a versatile menswear staple that can be worn under a blazer for a winter work look or over a T-shirt for an afternoon at the park. And, if you’re looking for styling inspiration, consider pairing your new cardigan with one of the most popular accompanying purchases. People who purchased cardigans often also purchased casual button-down shirts, short-sleeved tees, crewneck shirts, polo shirts and dress shirts.
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