Theodore Herald's Quiet Revolution
THIS JOURNAL BELONGS TO
JORDAN TURNER
Defining what a man is in 2021 can’t be summed up in a singular sentence.
Our world is moving away from toxic masculinity and closer to an evolved and inclusive representation of men. It creates room for new ideas, ideals and personal expression - and it looks a lot like Theodore Herald.
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A proud Peruvian luxury menswear brand, Theodore Herald launched online this month. It promises to bring masculinity into a new era, where gender is fluid and being yourself is a symbol of strength. It’s going deeper than just being about self-expression, but rather a way of life.
The brand's launch collection is titled Roots that features five staple knitwear pieces in warm, earthy tones. Using fine and soft yarns made from Royal Alpaca and Pima Cotton, Theodore Herald artfully incorporates various stitching techniques, some traditionally Peruvian, to give new meaning to soft tailoring.
Soft Power is a term the brand uses to describe an innate desire for good in the world. It encapsulates style, sophistication, conscious shopping, comfort and consideration. It inspires balance, emotional intelligence and an open idea of masculinity, a concept that could translate into a modern man’s manifesto.
“Just as men are increasingly comfortable in their own skin, I wanted to develop a knitwear line that would also be comfortable to wear physically and emotionally. That’s why we’ve created Theodore Herald to speak to a new type of masculinity by being boundary breaking, sustainable, [and] environmentally positive,” founder and entrepreneur Ivo Zuazo said.
Theodore Herald’s pieces are simple, striking, and allows the craftsmanship to do the talking.
“Our collection is designed to deliberately last much longer than the usual fashion cycle. Our materials are sustainably sourced and incorporate recyclable materials and processes,” says Zuazo. “And, as a proudly Peruvian brand, we’re also working to employ and give back to the communities we work with.”
The idea of what it is to be a man no longer has one definition. It only has driving forces. Theodore Herald is the brand behind the wheel and its destination is a tangible representation of masculinity with an infinite supply of Soft Power.
Let the quiet revolution in contemporary menswear begin.