From John Lewis reporting surging sales of chino shorts to David Gandy Wellwear now launching reinvented chino pants as a star item, it’s clear that chinos are having a moment.
A few weeks ago we reported on John Lewis’s surprise at how well men’s chino shorts were selling at the height of winter. And model-turned-entrepreneur David Gandy’s Wellwear line has now entered the fray, this time with full-length chino trousers that it says are an essential part of a spring wardrobe refresh.
It has launched what it calls “a brand-new classic”, dubbed the Easy Pant, in one colour only (stone) at the not-inconsiderable price of £140.
The company said chinos offer “wear-it-with-everything newness” and that this is actually “chino 2.0”.
“This isn’t the stuffy Dad-trouser you think it is,” the company explained. It’s “David Gandy Wellwear’s new-gen take on the classic wardrobe staple, designed to help you live well”.
Claiming it offers “versatility” and “combines the comfort of sweatpants with effortless tailored style,” its “Easy Pant looks like a chino but feels like a jogger”.
It’s made from smooth interlock jersey “enhanced with Wellwear Breathe anti-odour and anti-bacterial treatment”.
It’s also clearly a reaction to men starting to buy smarter pieces after several years when loungewear was the top focus as more people worked from home. With a return to office working, consumers want to look smart, but still want the comfort that they got used to with loungewear.
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