Wear nothing new. At least, nothing that looks like it. Nothing that calls unwarranted attention to us. That doesn't feel right.
Remember when mom bought you new jeans to wear back to school? Yeah, that was sweet but awkward.
When you finally wore them, the other kids asked, “Hey, are those new jeans?” We always replied, “No, I just haven’t worn them before.”
Because it was weird, it was the saying, "Hey, that's not you."
I get it.
In the shop, I've learned that guys need new but don’t actually like things that look too new. Too new feels unnatural. Too new feels like we’re trying too hard.
So here’s what we’re going to do. We're going to do new, but it has to feel worn, look like it belongs, and, most of all, help us feel like our best natural selves.
Nothing stiff, synthetic, or, in other words, not us.