Why Weirdness Is Selling in Men’s Denim

A decade ago, when Laura Baker was still managing wholesale for fashion brands, retailers often avoided embellished or outlandish men’s denim because shoppers were content with the plain heritage styles they stocked, she said.

Now, Baker says denim drops are akin to hyped sneaker releases amongst her menswear customers at ESSX, the multi-brand boutique she opened in New York in 2023.

“We definitely have people on waitlists, on hold for them,” she said, pointing to jeans by Los Angeles…