by Stephen Garner

boohooMANUK-based global online retailer will introduce, a dedicated standalone site catering exclusively to the menswear customer, in the U.S. on May 23. BooHooMan brings its focus on clothing, footwear and accessories to the U.S. market, with the focus on targeting trend-driven, price-conscious, young men.

“Back in 2013 when we launched BooHooMan, we had observed a shift in menswear buying habits, as men begin to embrace fashion trends and move away from the safety net that branded fashion has offered for so many years,” said Richard Clark, managing director at BooHoo. “This proved to be an extremely positive move for the BooHoo brand, but as the market continues to evolve it felt like a natural progression to introduce a dedicated site for The core of our business has always been to provide the seasons latest looks, whilst still delivering incredible value, but now we have the opportunity to tailor the offer and the content we serve up to the menswear customer, making their shopping experience more personalized and engaging.”

The site will launch with the focus on four key trends influenced by sportswear and street tailoring. For its summer 2016 offerings, the retailer will focus on nautical styles that incorporate darker maritime influences, with indigo denim echoing ocean depths; utility styles that reference a relaxed Mediterranean approach that incorporates linens and double breasted jackets; mod styles will focus on the sharp styling of the late 1970s utilizing bold colors into classic shapes; and the urban sports trend will include active styles with a motocross theme throughout.