OT Males: Do you wear clothing or buy items from Brotailers?

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Chubbies—yes, the name refers to exactly what a 16-year-old boy thinks it does—is a leader in a new kind of menswear retail that appeals to a different breed of customer. He’s not the rumpled office drone who wants nine suits for the price of one at Jos. A. Bank or the tidy, tailored aesthete who favors J.Crew. Rather, he’s the id-driven, post-collegiate twentysomething bro, the dude who might call his friend Broseph Stalin and eat a bag of brotato chips. The recipe for this guy is pretty straightforward: Take two measures bottom-of-your-prep-school class, add one measure earnest goofball, stir, and garnish with a lacrosse stick. But the way to build a business around him isn’t as clear. This is a group who hates shopping and would happily wear the same pair of sweatpants every day if society didn’t frown upon it. So how do you get these guys to buy clothes? This is where Chubbies and its peers come in. Call them the brotailers.

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Brotailers are companies such as Criquet ($75 cotton golf shirts with names like You’re My Boy Blue, a reference to the movie Old School), Birddogs ($55 athletic shorts called the Thrusters that come with built-in underwear), and Untuckit ($98 tailless shirts such as the Cote de Beaune that are meant to drape over the belt). They tend to make one product, which they sell primarily online via websites that also feature articles about “How to Pump the Brakes on a Relationship” and “How to Pitch a Tent When You’re Not Camping.” These companies aren’t the first to use the Internet to sell clothing and accessories to men. In addition to major retailers, Jack Spade (urbane bags), Harry’s (German-made razors), Jack Erwin (dress shoes), and Bonobos (chinos and jeans) have all gone after young urban professionals. But what sets apart brotailers in this ecosystem is that they’re more a mirror than an ideal. You don’t shop at Chubbies because you want to look like the guy in the photos; you shop there because you already do.

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