The US is dressing up again, reviving old-school American brands like Ralph Lauren and Tapestry. Last quarter, Ralph Lauren reported 13 per cent revenue growth, while Coach (Tapestry's main brand) achieved 15 per cent sales growth. Analyst Laurent Vasilescu notes that one more day back in the office means 20 per cent of wardrobes must shift from sweatpants.

Companies like Amazon and JPMorgan mandated returns to office in 2025, increasing average office days by 9 per cent from August 2024 to 2025. J Crew struggles with declining sales, and Gap shares have dropped 18 per cent. Both brands doubled marketing spending during turnarounds, with Ralph Lauren going from 4 to nearly 8 per cent of revenue and Tapestry reaching 10 per cent.

After years of casual pandemic dressing, dressy trends are resurging. Global Data shows 59 per cent of Americans now dress 'smart' (up from 49 per cent in 2022). Loafers saw 26 per cent growth in sold-out listings in early 2025. Both brands target Gen-Z with 'inclusive luxury' positioned between fast fashion and designer labels.