It’s a sweaty mid-August night and you’ve used the unbearable humidity as an excuse to stay up on Tumblr. Drops of moisture gather on the outside of your Code Red before falling under the weight of their existence into a puddle on your antique desk. A damp finger slides mindlessly over the trackpad. Boobs, cat, clothes, cars, some stupid music video, some new collection you can identify before seeing the caption. Something stops you. The inevitable siren song of fall: An asshole style blogger you haven’t unfollowed yet posts a picture of some bearded asshole at Piti in a belted cardigan. The caption reads: “Is it fall yet?” You stare down at the same tee shirt and shorts you’ve been evaporating into all summer. And this dude is posting about wool and shit? But you scroll on. It’s almost September and that means the influential bros as your favorite menswear mag or website are hard at work trying to figure out how the same advice they doled out last year can be repackaged in a hip and relevant form. But you’re a savvy consumer. You've seen it all before. And you can probably guess what type of article you’ll be seeing a lot of shortly.
Lead image courtesy of The Nordic Fit