Aritzia began in 1984 as a Vancouver based design house built on intention: elevated fabrics, precise cuts, and a commitment to Everyday Luxury™ Over the years, it has grown into a powerhouse with 120+ boutiques across North America and an endlessly loyal community that spans age, style, and culture.

Recently, that community has expanded in an unexpected direction: men. Across social platforms and IRL, men have become increasingly obsessed with Aritzia’s aesthetic. the quiet luxury, the tailoring, the simplicity, the confidence. They’ve been borrowing pieces, styling women’s coats as unisex, and publicly claiming Aritzia as a go to for elevated basics. The demand is undeniable. The brand equity is already there. What’s missing is a cohesive menswear offering to meet it.

This project began with a simple question: What would Aritzia Menswear look like if it were designed with the same precision, emotion, and modernity as the women’s line?

To bring this vision to life, I created a complete brand extension for Aritzia Menswear by building the identity, visual language, and conceptual foundation for a line that feels both new and deeply rooted in the brand’s DNA. I designed a masculine identity system informed by Aritzia’s history and design ethos, then built a visual language shaped by natural textures, clean composition, and the quiet confidence that defines the brand. From there, I crafted a narrative centered on elevated everyday routines, imagining how men actually move through the world and how a refined, minimal wardrobe supports that. The collection vision draws on Aritzia’s expertise in tailoring, knitwear, outerwear, and fabric innovation, translated into silhouettes and proportions made for him. Finally, I developed campaign imagery and rollout concepts that position the line as a seamless evolution of Everyday Luxury™ immersive, atmospheric, and distinctly Aritzia, yet unmistakably created for a new audience.