Lilly Pulitzer has reintroduced its men’s apparel collection, Men’s Stuff, after a 15-year hiatus, as announced in a recent press release. The new line is a casual sportswear range inspired by the “spirit of 1960s Palm Beach.” It includes linen shirts, printed bottoms, polos, swim trunks, blazers, ties, and pocket squares.
The shirts and pants are now available in various colors on the Lilly Pulitzer website, as well as in the brand’s 67 company-owned stores and select specialty boutiques across the country. Prices for the collection range from $148 to $178. Future releases will be seasonal, occurring throughout the year.
The return of the men’s collection is part of Lilly Pulitzer’s strategy to capitalize on the brand’s 65th anniversary and explore new growth opportunities. Men’s Stuff originally launched in the 1960s and was revived in 2007 in response to customer demand. However, it was put on hold in 2008 after the financial crisis prompted the company to refocus on its core women’s line.
Craig Reynolds, Senior Vice President of Merchandising, commented in an email, “There’s a clear space in the men’s market for the fun and whimsy that Lilly brings, allowing men to share in the joy of our brand.” He also pointed out that the timing is ideal, aligning with industry trends such as the resurgence of printed menswear, the growing popularity of coordinated family wardrobes, the success of Lilly’s Southern Tide partnership, and the lasting influence of its Palm Beach roots.
Reynolds noted that Men’s Stuff will continue to evolve, with seasonal collections focused on linen and stretch cotton, as well as performance fabrics suitable for sports like golf, tennis, and pickleball.
Along with the men’s sportswear relaunch, Lilly Pulitzer marked its 65th anniversary last year with a collaboration with Badgley Mischka, releasing a capsule collection of seven women’s dresses. The brand also plans to release several heritage-inspired womenswear capsule collections in the coming months.
Lilly Pulitzer has stores in locations including Arizona, South Carolina, and Hawaii, and recently opened a specialty store in the U.S. Virgin Islands.
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