The New Society Menswear SS26

text Enrico Fragale Esposito

There’s something slightly ironic about timing. Just a few days after Father’s Day in Italy, when everyone rushes to celebrate dads with symbolic gestures and curated gift guides, this news arrives. Or better: it settles. Because some stories don’t need to be shouted on a specific date, they need space to breathe.
And honestly, we’ve never been big fans of calendar celebrations. Parenthood isn’t a one-day narrative. It’s layered, continuous, quietly radical in its everyday gestures. So maybe it makes perfect sense that The New Society chose to introduce its first menswear capsule without noise, but with intention.
Because this isn’t just a launch. It’s a shift.

It’s far more common to see kidswear brands expanding into womenswear, a kind of aesthetic extension, almost instinctive. The leap into menswear, on the other hand, feels different. Less expected. More deliberate.

The collection moves away from constructed ideas of menswear and embraces something more fluid.
Silhouettes are clean, volumes are soft, and fabrics feel lived-in, like they already belong to you.
Within the broader SWEET SS26 universe, nature is not just an inspiration but it’s a structure, with organic textures, softened (almost sun-washed) colors: everything feels filtered through a slower gaze.

The New Society remains rooted in its original idea: fashion as a form of connection. To ourselves, to others, to the environment we move through.
Menswear, in this context, is not a category. It’s simply another way of telling the same story.

wearethenewsociety.com
🫸🏻🫷🏻An independent brand met Zara Home and we talked about it here.