After the first few marquis menswear blogs (the aforementioned A
Continuous Lean, along with Put This
On, The Sartorialist, and Sartorially
Inclined, the like) were
established, the small-but-mighty cloud of menswear civilian-journalists was
fast outgrowing the clunky, remedial back-end layout of Blogspot. They needed a
more instantaneous, more user friendly, and (above all) better looking
interface. Around this time (2010-2011), tumblr. began to rise to prominence in
the microblogging stratosphere. With its clean, flat-navy layout,
lightning-fast “reblog” feature, and the ability to customize your blog as
endlessly as you could imagine, it was all but fate that tumblr. was the next
of kin to step into the spotlight of menswear blogging as a tool and platform. The most pivotal moment in the past 5 years of
menswear culture, the crassly-title coffee table manifesto, “F*ck Yeah, Menswear,” was spawned from
an originally-anonymous tumblr. blog of the same name that both highlighted and
satirized the good, bad and ugly of the underground menswear scene. Lawrence
Schlossman, co-author of both, writer at Sartorially
Inclined and current editor-in-chief of Complex
Magazine stepchild Four Pins, was
looked to as the model for any regular-ass dude that felt a passion for
quality, luxurious clothing. In the midst of his involvement within the scene.
By going directly to the developers at tumblr., he was responsible for the
identity of this entire subculture as we affectionately know it today:
“#menswear.” This umbrella term still encompasses insider news,
finger-on-the-pulse trend reports, self-shot “What I’m Wearing Today” posts,
and, possibly most paramount, premature photos of clothing that wouldn’t see a
storefront for another calendar year.
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