TIE BAR REVAMPS ITS IMAGE AS IT LEANS INTO BEING A LIFESTYLE BRAND

Starting today, the Tie Bar is dropping the “The” from its name and is unveiling a new logo and updated website as it moves into a new era away from being known as just an accessories brand to a lifestyle brand.

Born in 2004 as an online neckwear marketplace, Tie Bar has since grown into one of the most trusted voices in affordable men’s style. Following the success of several expansions into apparel and six retail store openings, it became clear that the Tie Bar lifestyle reached far beyond accessories. Its next chapter sees a new look and mission, an enhanced shopping experience, and its most robust launch of apparel products to date. Tie Bar is stepping into the new decade as the authority for “raising the style bar” from tie to toe, the place for tie-ing it all together.

“Dressing for the workplace has changed immensely the last several years, more than ever while we currently work from home,” said CEO Allyson Lewis. “And as menswear continues to break rules and push boundaries we saw the perfect opportunity to further evolve. The new Tie Bar helps you tackle any moment with confidence, no matter the dress code, work environment, or where the day leads.”

From first glance to final checkout, shoppers on Tie Bar’s refreshed website will see an array of shoppable content including “What’s Trending,” the “Tie Bar Style Hall of Fame,” and “Behind the Bar” scenes footage. With all new products designed in consultation with GQ creative director at large, Jim Moore, Tie Bar loyalists and new customers alike can expect a modern one-stop shop like never before. “We are so much more than just accessories,” added Lewis.

With shirting sales becoming a driving force, Tie Bar is introducing a robust offering of seasonal and trend-forward pieces into its existing line of core dress shirts. Push your basics aside and embrace bold neon and pastel hues, loud and proud plaids, the stripe revolution, and patterns for days ($55 each or 3 for $140). Tie Bar is also introducing a capsule of non-iron linen dress shirts ($65 each) in 100 percent relaxed and breathable linen (non-iron, machine washable) that’s simply unheard of prior to Tie Bar’s exclusive technology. Each non-iron linen shirt will feature a button-down collar and comes in a modern length, suited to be worn untucked or tucked and with any tie knot.

And, this season Tie Bar is introducing an exclusive floral capsule  produced with fabrics from Liberty of London. Liberty’s fabric and textile production dates back to 1875 along London’s iconic Regent Street, where a focus on color and detail ensures the rich heritage of Liberty lives on. The Liberty of London capsule will include ties ($35 each), pocket squares ($14 each), and short sleeve shirts ($60 each).

Tie Bar will also unveil its first assortment of Unlined Ties ($25 each), featuring the brand’s top sellers now reimagined without their lining. In time for the summer months ahead expect staples that are lighter in weight and less bulky, made for smaller knots and easy to grab and go.

The brand’s latest launches follow its initial forays into the lifestyle space, having evolved first into dress shirts in 2016, then made-to-measure suiting out of its Chicago flagship store (2017), pants (2018), sweaters and flannel shirts (2019), oxford shirts, and polos (2020). The company plans to further expand into apparel in later seasons eying updates to both its existing pant and sweater programs, and introducing outwear and suiting at a later date.