Content brand of the week: The Idle Man, the menswear e-tailer that gets busy with content

Is that Simon Cowell’s latest tasteless talent show offering, just for males?

No, this isn’t Man Idol! Rest assured, Cowell’s plague of plunging v-necks can buzz off elsewhere. In fact, The Idle Man could probably teach him a thing or three about fashion.

Are we talking another uber hip fashion retailer for lazy men?

Indeed, we’re back to straight up e-commerce for this week’s content brand of the week in the form of men’s fashion online retailer, The Idle Man. Their style might be laid back, there’s nothing lazy about their approach to content.

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Indulge me…

Founder Oliver Tezcan used to be the buying manager for menswear at ASOS, so it’s no coincidence that the two companies have very similar content marketing strategies. ASOS obviously have a tried and tested formula which Tezcan has borrowed for his menswear brand that caters to the ‘self-grooming modern man’.

Oh, how metrosexual!

You noughty devil – that word is so millennial… Anyway, the brand’s strongest strand of owned content comes in the shape of something very now: the Idle Manual. (Man-ual, get it? Oh, how we love wordplay here at Speak) As the name suggests, it’s the ultimate style guide for dudes, packed with engaging editorial. The article categories cover crucial aspects of hipster life – from food-related pieces, music podcasts and exclusive interviews with DJs, through to more non-conventional tips like ‘A Beginner’s Guide to Craft Beer’ or ‘What to eat and drink at a Super Bowl party’.

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I thought we were shopping for clothes.

Yep, ultimately – but a stylish man is a well-informed man. And the Idle Manual works as a useful and entertaining supplement to the shopping experience, painting the brand’s identity in the process.

And what about style-less people like Simon and me?

Elsewhere, they’ve got a strong Tumblr that should provide inspiration, even to the sartorially-challenged men of this world. Or maybe you’ll like the free ‘Style Advice’ app that gives everyone the opportunity to have a personal stylist. Once you’ve answered a few questions on style preferences, someone actually emails you back with some outfit suggestions. Maybe see how ‘street grunge’ works for you?

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Well, I’ve got a super hot date for Valentine’s – any advice there?

Yep, got that covered. We like content that taps into timely occasions so on that basis it would be foolish to not lovingly put together a Valentine’s style guide. It shows from the publishing perspective that the brand is switched on to topical happenings.

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On that note, I have a word of warning to all you non-single men. Don’t be an idle man tomorrow!

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