The Struggles of the Plus-Size Menswear Market

Six years ago, when Kelvin Davis went clothes shopping for a new teaching job, he couldn't find his size. After being informed they didn't have it on-hand, he asked the sales associate to look online or see if it was available at another location. Instead, she told him that maybe he was too big to shop there. "As a guy, I had never been publicly fat-shamed," he recalls of the experience.

The reasoning for this lack of fashion-forward designs? For decades, the notion that bigger guys don't care about their appearance has been an underlying misconception rampant among the menswear industry and society at large. "These ideas that people have aren't right.

Davis attributes toxic masculinity to hindering this open dialogue. "With the guys, you have the dude that'll say, 'Why don't you just take hydroxycut and go to the gym,' or, 'Why don't you go on a diet?'" he explains. Behavior like this further ostracizes bigger men, keeping them hush-hush about body issues, which in turn leads brands to wrongly assume that a plus male who's also a savvy shopper is more or less a unicorn.

Beyond fit, companies are experimenting with becoming more trend-centric as well. MVP Collections by Mo Vaughn Productions launched in 2016 to specifically address this need. "This customer is starving for fashion. They don't want the basic jean. They want ones with the rips and tears or anything color," explains Diane Bennett, MVP Collection’s co-founder. Take one of their spring 2019 designs, a short-sleeve pink hoodie with roses embroidered on the hood: It completely sold out.

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