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Women made Loewe cool again. Now, men want in.
Loewe isn't a new brand by any means. Still, the luxury fashion house has had a new wave of customers as men have become obsessed with its Puzzle bag.
Loewe; Edward Berthelot/Getty Images; Pascal Le Segretain/Getty Images; Chelsea Jia Feng/BI
- Loewe is gaining popularity as a must-have brand among men.
- That's partially because male influencers and celebrities have boosted the brand's desirability.
- Loewe fans also attribute the trend to its high-quality pieces and quiet-luxury aesthetic.
Let's talk about Loewe.
The legacy fashion house has been everywhere in recent years. You probably know a handful of people who carry its Puzzle bag, or maybe you have one yourself.
What you might not have realized, though, is that men have become obsessed with the luxury brand, too.
Loewe totes are this year's ultimate menswear status symbol, and the brand's jackets, beanies, and sunglasses have become part of an unofficial cool-guy uniform.
Three men told Business Insider that's because Loewe is simultaneously a few things that other brands aren't: trendy, luxe, and nonchalant. Christian Vierig/Getty Images
Every 'it' guy is wearing Loewe
The company began as a leather goods workshop in Spain around 1846, was branded as Loewe in 1876, and has lived under the LVMH umbrella since 1996.
When Jonathan Anderson became creative director of Loewe in 2013, he transformed it from an aging luxury brand to a modern cult-favorite. Vogue reported that Anderson helped the company increase its revenue from about $251 million in 2014 to about $1.17 billion in 2024.
Anderson announced his departure from the brand on Monday, leaving his successor, who has yet to be named, with big shoes to fill. It's been widely reported that he's likely to move to Dior, though Anderson has not confirmed any future career steps.
Among Anderson's biggest successes at Loewe is the Puzzle bag, which was introduced in 2015 and remains a coveted item. He also expertly tapped celebrities to increase the brand's visibility and allure — a tried-and-true marketing formula.
Kylie Jenner made the brand's $450 tank top a must-have piece after she wore it to Paris Fashion Week in 2022, and Rihanna wore a full Loewe design to perform at Super Bowl LVII. Beyoncé also wore the brand throughout her 2023 Renaissance Tour.
The marketing blitz paid off. Lyst named Loewe the hottest fashion brand for Q2 2023, citing Jenner and Beyoncé as reasons the brand saw a 19% increase in searches compared to the previous quarter. It received the same recognition for Q2 2024.
Loewe was also a sponsor of the 2024 Met Gala and the creative force behind the clothes seen in "Challengers," the tennis-themed film starring Zendaya. MEGA/Getty Images
LVMH praised Loewe's "growing brand awareness" and "bold creativity" in 2024 — a bright spot for the parent company, which has struggled in a declining luxury market.
All the while, men were quietly taking note.
The world of Loewe menswear
Trousers, belts, and bucket hats are some of the most recognizable items featured in Loewe's vast menswear catalog. The brand also sells sunglasses, loafers, wallets, keychains, and bracelets, among other products. However, it's the assortment of bags that enthrall male Loewe fans.
Moses Razvi, a 28-year-old student working toward a master's degree in luxury brand management in London, is particularly fond of his brown suede Puzzle bag.
"I wear that bag so much," he told BI, adding that he wears it as an everyday essential and a school tote. "That's why I bought another one in black leather. The summer is coming up, and this suede won't really work."
Puzzle bags like Razvi's typically range between $2,650 and $4,500.
