By Joseph Pastrana
Across the board, Fall and Winter are traditionally the seasons when the demand for formal fashions uptick due to the cooler weather and family gatherings and events that take place from Thanksgiving through New Year’s Eve. Globally, the projections for formalwear from 2021 to 2028 estimate a jump of 6% in this $3.4B industry. Clearly, there are countless brands that either focus on formalwear or carry suits, tuxedoes and dress shirts for such occasions. But in the US, outside of metropolitan areas, Americans, especially American men, still express some hesitation when it comes to dressing up. So there’s quite a significant segment of men that can be served by appealing to a middle ground where casual meets dressy.
It’s therefore quite fitting that it’s Snaps Clothing Co., a brand from out West that’s found a sweet spot of providing all the comforts of casual while looking at home in formal settings. Its starting point is the traditional Western shirt that originated with front pockets, single-point front yokes, one yoke in the back, and snap closures as everyday workwear. The long tradition of this garment goes back to its evolution of pleated shirts from Latin countries to distinctly American garments in cotton or denim that were sturdy enough for the ranchers and cattle hands in the dusty and rough conditions of the Dust Bowl and settlement towns.
Production of these shirts in commercial quantities is reckoned to have occurred in the 1940s. But the demand for them truly escalated after they began appearing in the very popular Western movies that followed. The iconic cowboy looks of that period then developed further as they were used in films, television shows, and the rodeo circuit. Soon they were made available in more colors, with added embroidery, fringes and other embellishments.
As a whole, nostalgia has really taken hold of fashion due to social media’s capacity to endorse the full range of imagery from fashion history while removing the context of fixed periods. There is more interest and willingness today for young people to experiment with their looks by dipping into whatever decade they wish. It was therefore perfectly understandable that the western shirt gained traction in the last couple of decades. The problem is how to find the right garments in stores.
When Edgar Baronne and Patrick Lynn founded Snaps Clothing Co, they were determined to bridge the storied past of the beloved shirt and the needs of today’s modern menswear market. They started by removing the extravagant flourishes that have turned the item into a caricature. But the key was keeping its most iconic feature: the pearl snaps which not only work as dependable closures but as the handsome signature of the brand. The vertical front snaps in lieu of buttons are equally functional as they are stylish.
From its hardy work week Landry collection to its fun weekend Rambler collection, Snaps Clothing Co not only reimagined this item but has made it even more timeless than ever before. After receiving an enthusiastic market response to the initial rollout of the Rambler and the Landry collections, the brand built on the momentum with a midweight denim line as part of its Heritage Collection. With the steady growth in business, the label has also gradually expanded its offerings to encompass various aspects of today’s lifestyles. Now, the brand is further reimagining this classic piece of Americana for the Fall and Winter 2023 seasons with fabric blends, sophisticated colors, and slim fits that bring it added versatility and a very modern look. From classic black to seasonal oranges and darker tones, there’s something for everybody that can be paired with an evening jacket or suit.
Paying due respect to its Western-inspired origins, the brand has a tailored fit and is slightly tapered through the waist with just the right amount of stretch. The more casual items are designed to be worn untucked, have double pockets, or come in short-sleeved versions. The more formal shirts have single pockets and may be tucked into dressier trousers. Of course, either version fits well into friendly get-togethers, dates, or nights on the town, from getting together with family and friends to the upcoming Christmas festivities and ringing in the New Year. Snaps Clothing Co shirts are manufactured in soft and breathable 95% Cotton and 5% LYCRA®, retailing for $109 in sizes small to xx-large.
