The episode illustrates a change in men’s fashion. For many years knitwear has been safe ground because choices have been limited. On the high street, not much has happened. v-neck or crew neck? Lambswool, cotton, merino or cashmere? Black, navy, light grey or dark grey? Slim fit or relaxed fit? Everything was a variation on a standard theme. We couldn’t go wrong. Patterns were for children.
But then Daniel Craig went and ruined it all. The 007 actor, a style icon for middle-aged men, signed a deal with Spanish fashion brand Loewe and appeared in adverts for their wacky men’s knitwear. Sporting floppy hair and round-rimmed glasses, he wore a jumper that could best be described as “geography teacher at the staff Christmas party”. How were we supposed to get inspiration from that?
Although the look isn’t everyone’s cup of tea, it did reveal that things have switched up in men’s knitwear, as personal stylist Nick Hems explains.
“Knitwear is having a renaissance at the moment, particularly British brands, and especially the cardigan,” he tells me. “You will find a lot more variety in stores, which means men have much more choice than has been available in the last few years.”
From chunky knits to knitted vests, this knitwear bonanza creates challenges.
“Brands are also being more experimental with fabrics, you’ll notice more garments in fabrics such as brushed wool, alpaca and boiled wool,” continues Hems. “This all means that men have to think a bit more about how they wear knitted items.”
The Craig-effect can be magnetic. The Sunspel Riviera polo shirt which he wore in Casino Royale, for example, became a best-seller and a staple of the style-conscious male wardrobe. Whether men will be equally as keen to fork out £795 for one of Loewe’s psychedelic patterned long-sleeved wool polo sweaters remains to be seen.
With trepidation, I set out to expand my mind and try some of the latest knitwear trends for myself. Just don’t tell my wife.