Cloth & Metal caters to the new male shopper
When it comes to men and shopping, popular belief says the two go together like plaids and stripes, which is to say not very well.
That explains why most menswear is displayed in corners of department stores, while women’s clothing remains dominant front and center.
But in the last few years, a growing interest in fashion among millennial men and a sharp rise in menswear retail sales have helped spur innovation across the retail industry.
Male consumers are embracing fashion and demanding better quality and service.
The owner of Cloth & Metal, a men’s shop on 17th Street in Costa Mesa, says his shop, for one, is meeting that demand.
Scott Sablan is a former audio industry product development specialist who wanted a business that translates old-school technique into new-school ideas.
The 2,500-square-foot-showroom’s interior is set up to show that high-tech and organic can coexist, whether the subject is art, music or clothing. To this end, he also has a range of prices.
For that retro-mixed-with-modern feel, Sablan has a turntable and headphone bar where shoppers can try on the latest in updated leather headphones — costing up to $400 — and try their hand at playing a record on a selection of sleek turntables, which are also for sale.
The storefront’s roll-up garage door sheds natural light on concrete floors, and the space is punctuated by mid-century modern furniture with blond wood and dark rugs.
Sablan wanted to elevate a man’s shopping experience by incorporating all the makings of a hip hangout.
Cloth & Metal, he says, is meant to evoke the laid-back feeling of endless summer, with a stock of labels ranging from European upstart NNO7 to Saturdays Surf NYC that can cost anywhere from $75 to $200. The brands combine block-patterned board shorts and cotton T-shirts to button-up shirts in clean grays and black plaids.
Fine art for sale populates the shop’s white walls.
Contemporary artist Jonathan Paul, working under the name Desire Obtain Cherish, is showcased with his Designer Drug Series, which features a resin reproduction of pills listing designer labels. The eye-catching gag about consumer culture is priced at $140,000.
Artist Joshua Levine’s Golden Longhorn sculpture, valued at $14,000, hangs on an opposite wall.
And Mike Stilkey’s large-scale installation of discarded books, for sale at $7,500, is displayed near the store’s exit.
“It’s pretty much a never-ending quest to curate,” Sablan said as he stood in his flagship store. “We are never done.”
He opened his first Cloth & Metal at The OC Mix at SOCO in 2013 and specifically catered to men’s lifestyles. The new headquarters on 17th Street, which opened in the spring, is considerably larger, but other than that the stores have a similar vibe.
He specifically carries independent clothing and accessories brands and incorporates his love of music throughout both.
The National Retail Federation confirms that labels have become more important to male shoppers than in years past, and as men’s interest in the latest style grows, so does their spending.
The industry trade association reported that the share of male consumers who said that the newest trends are important to them nearly doubled from 2006 to 2014.
“They’re passionate about their lifestyle,” Sablan said of the shoppers he caters to. “People do research on everything they buy and eat — it’s almost like a hobby.”
Though Cloth & Metal particularly appeals to male shoppers, women often peruse the boutique to find pieces for the men in their lives while also looking for clothing to add to their wardrobes.
Sablan has added eyewear, basics like T-shirts and denim for the female shopper interested in unisex products.
Fashion, he says, can be expressed in a variety of ways that shouldn’t be limited to price.
“It’s not about being exclusive here,” Sablan says. “We are not elitists. We just have more elevated brands that are unique, and we believe good design and quality should be open for anyone.”
Cloth & Metal is at 462 E. 17th St., Suite C, Costa Mesa, and at The OC Mix, at SOCO, 3313 Hyland Ave., Suite A15, Costa Mesa. For more information, call (714) 884-3227 or visit clothandmetal.com.
Twitter: @KathleenLuppi
