escape plan
Autumn clothing with an emphasis on classic coolness
Inspired by the enduring ease of mid-century icons, this fall look is perfect for a weekend of slow-driving, effortless style.
You don’t have to scream to get your style heard. There’s a quiet power in simplicity, and it’s not just the latest trend on TikTok, it’s a kind of mastery of how everything comes together.
I’ve always admired men who have this kind of presence. Successful but modest older men are showing that their style isn’t in the flash, but in the package. They may be wearing a sweatshirt just like the other men in the room, but something about the way they wear it makes a big difference.
Italian menswear lovers love to talk about sprezzatura. It’s about putting in a lot of effort to look like you’re not trying at all, yet somehow still looking perfect.
But there is also another version of this. What if you didn’t actually take the time to put it together and it still works? The time you spend isn’t spent getting ready in the morning, but spending decades practicing the basics and learning the details. Masu. That’s what we call casual cool.
As long as the fabric is good, the cut is right, and the fit is perfect, you don’t have to think too much about it.
We are thrilled to be teaming up with Gustin on this production. Because, like Primer, they believe that classic, timeless style doesn’t have to cost a fortune.
