Fashion Tech Startup: Meet The Idle Man

Fashion Tech Startup: Meet The Idle Man

This UK-based fashion tech startup believes that it shouldn’t be so hard for men to be stylish (we agree.) The Idle Man is an online men’s retailer and clothing brand promoting #StyleMadeEasy, and we’re especially impressed with how they blend content with commerce. We caught up with Alex Outlaw, The Idle Man’s CMO and co-founder, who told us more about what they are doing for men’s fashion. 

Describe The Idle Man.

The Idle Man is an online destination for the twenty-something fashion-savvy man that was launched just over two years ago by Alex Outlaw and Oliver Tezcan. With a focus on timeless wardrobe staples and respected brands, The Idle Man looks to bring a considered edit of no-nonsense clothing to make men’s shopping experience straightforward and stress free.

Since its inception, The Idle Man has seen rapid growth with the site now attracting over 1 million visitors a month. Combining content and commerce has enabled The Idle Man Manual, the sites in-house blog, to become one of the biggest mainstream fashion websites in the UK, delivering both brand awareness and sales.


What was your inspiration behind starting The Idle Man?

When it comes to fashion, the menswear section has always been an afterthought for most retailers, often putting it either in the basement or somewhere far flung within a retail space. We wanted to change that so we launched

Our mission statement is simple: we exist to make men look good with minimum hassle, or as we like to say #StyleMadeEasy. We’ve seen that men are more interested than ever in fashion. The growth potential is huge for whoever can create a retail experience that meets their needs.

What value does The Idle Man have that makes it stand out against other companies in the space?

The Idle Man exists to make men look good with minimum hassle. With a focus on instant classics and respected brands, The Idle Man aims to bring a considered edit of no-nonsense clothing to make men’s shopping experience straightforward and stress free. Brands like Levi’s, Edwin, Carhartt, Timberland, Schott NYC and Converse show their respect for the classics whilst labels including Herschel Supply Co., WoodWood, Nudie and Billionaire Boys Club feature a fresh approach to menswear.

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We genuinely just want to make shopping easy, as we know it can be a confusing world for most men. That’s why we have a personal styling service that allows our customers to try before they buy, a street style section to offer that much needed inspiration and blog full of great content.

Tell us about your men’s fashion blog

We know that guys aren’t one dimensional, so pushing product all day long simply isn’t going to work. That’s where The Idle Manual comes in. Offering exclusive news, reviews and interviews in music, fitness, food, travel and, of course, fashion, our blog is here to entertain and educate not patronize or intimidate.

A lot of the content comes about organically as we are a collective of fashion buyers, writers, designers and creatives all living in London, one of the best cities in the world.


The Idle Man’s CMO and co-founder Alex Outlaw.

What has been the hardest obstacle for you in creating The Idle Man? What has been your favorite part?

The hardest obstacle has been helping people discover the brand; we feel we have a great proposition, but some things just take time. On the flip side, whilst this has been hard, it has also been hugely rewarding watching the business grow from nothing to over a million visitors a month in less than 2 years.

What can we expect from The Idle Man in the future?

We’ve recently opened our ‘Guide Store’ at 97 Leather Lane, on one of London’s trendiest market streets in the heart of Clerkenwell. The store is run by a team of dedicated stylists who can offer expert advice on a carefully curated edit of: Levi’s Vintage, The North Face Black Label, YMC, as well as our own brand The Idle Man. Not only that, we have just launched our first ever television advert in the UK, which, fingers crossed, means you’ll be seeing a lot more of us over the next 3 months.

Find out more about The Idle Man by visiting their website and watching the video below.

Third Wave Fashion has been your fashion tech think tank since 2011. We publish the first ever printed fashion tech magazine, Third Wave. Follow us on Twitter or subscribe to our newsletter to stay on top of the latest in fashion tech + wearables.