- 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.
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.
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.
Meanwhile, Sam Bills, a 26-year-old content creator based in the UK, occasionally borrows his sister’s monogrammed raffia tote — which can cost between $650 and $1,300 depending on its size and style. Still, he’s mostly loyal to his $2,750 oxblood Cubi bag.
“I keep my iPad in there, headphones, even gym stuff,” he said. “The bag elevates the outfit a little bit.”
“It’s why I like Loewe because it’s not in your face,” Bills added. “It’s timeless. I like to buy things that I know I’m going to have in 10 years’ time, and it’s not going to be out of style.”
Ben Taylor Lebowitz, a 36-year-old based in New York City, said he first bought a Loewe $2,400 Puzzle belt bag in khaki green and immediately “fell in love with the craftsmanship and quality.”
“I am always thinking about what my next Loewe piece will be,” the founder and CEO of the pet portrait company West & Willow said. He noted that he had a Loewe jacket arriving from the men’s luxury site Mr. Porter the day he spoke to BI.
Of course, Loewe isn’t just for influencers. Celebrities also love the brand. Drew Starkey and Kit Connor have starred in recent Loewe marketing campaigns, Jeff Goldblum wore the brand at the British Academy Film Awards, and Zayn Malik and Andrew Garfield attended its 2024 Fall/Winter runway show.
As a result of those stars — and influencers like the three who spoke with BI — showing off their Loewe pieces, everyday fashion fans have been inspired to incorporate the brand into their own wardrobes.
Lebowitz said that a TikTok he made about packing his Loewe Puzzle messenger bag for his tech job was the first of his to surpass 100,000 views, earning him nearly 30,000 followers in the process.
Razvi and Bills, on the other hand, have noticed everyone from friends to strangers getting in on the trend.
“My male peers are obsessed with Loewe,” Razvi said. “They love the brand so much.”
If you know, you know
Quiet luxury isn’t as popular as just a few years ago, but Loewe keeps the aesthetic relevant.
After all, the three men who spoke with BI said Loewe’s biggest draw is the combination of subtle brand logos and artistic designs.
“Loewe is a nice middle ground,” Bills said of the luxury brand. “It’s high-end and coveted, but it’s just not doing too much. It is quiet luxury, but it’s not boring.”
There’s also an exclusive feeling that comes with wearing the brand. Anyone can recognize that your clothes are high quality, but only fashion fans know that the swirls on your jeans mean you’re rocking Loewe.
“I’m going to Japan in April, and I wanted a midweight black jacket that is cool and functional, so I got one from Loewe,” Lebowitz said. “It’s a black wool-twill overshirt with a leather pocket detail that has the anagram logo, which is so cool, so classic, and so Loewe.”
“If you know, you know,” he added.
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