It was a suitably gelid January morning that Nordstrom, under the direction of its new VP of Men’s Fashion, Sam Lobban, chose to reveal its debut concept of 2019: a 20-brand winter weather shop entitled Out Cold. Brands selected arrive from Scotland, Sweden, Canada, France, Switzerland, New Zealand, Australia, Italy and the U.S.
Amid reports that menswear will outperform the global women’s sector by 2020, the market’s focus must be on innovation. To this end, Nordstrom’s New Concepts is designed as a platform where Lobban can test and spotlight the most exciting ideas across menswear. Launching with Concepts 001: Out Cold, inclement weather gear for every activity from skiing on the slopes to hanging in the city, it includes heritage brands like Mackintosh, the latest in ski apparel from Aztech Mountain or Arc’teryx, technical footwear from Salomon and Hoka One One, as well Blunt umbrellas, specialized tools from Leatherman, and Hydro Flask thermoses for the complete outdoor experience. The permanent installation which is only to be found in the New York and Seattle flagship stores will remain throughout January but will be online until March.
