Role & Scope
Work.Shop partnered as an external consultant, working closely with leadership to define the menswear vision from the ground up. The engagement covered consumer definition, brand positioning for menswear, and the creation of a complete product system across two full seasons.

Approach
The work began by defining who the Oak + Fort man was and how menswear could feel authentic to the brand while standing confidently on its own. Rather than relying on small test programs or market references, we built a full share-of-closet approach that treated menswear as a complete lifestyle offering. Seasonal storytelling was developed through monthly product flow, allowing each delivery to feel distinct while layering into a cohesive, expanding collection. Color, silhouette, and product balance were used to create rhythm and progression in-store.

Deliverables

• Definition of the menswear consumer profile

• Creation of a complete menswear line architecture

• Full lifestyle assortment across tops, bottoms, and outerwear

• Seasonal concept development and monthly product flow

• Color direction to create visual cadence and in-store energy

• Design and development of two full seasons (Fall/Winter and Spring/Summer)

Impact
The project resulted in the successful launch of Oak + Fort’s first fully realized menswear collection, establishing a category that previously did not exist within the brand. The framework, DNA, and product direction created during this engagement remain in place today, providing a lasting foundation for menswear growth, brand expansion, and a broader consumer reach that continues today.