Politix is realigning its vision as a men’s styling brand through the launch of its refreshed website and as well as a new suit range for SS22.
Speaking with Ragtrader, head of design Paul Burden said Politix is "in the midst of a full brand reset."
“We took a step back and looked at who we are as a brand and how we were showing up both internally and externally,” Burden said.
“It was the perfect time as we were all coming out of years of lockdowns, facing the new normal of hybrid working, and there was a great sense of wanting to dress up again.
“After many months of work, Politix now has a clear brand purpose, for all teams to come to work each day to live and breathe.
“We have a vision to help deliver strategically on and a defined focus on product.
“You will see this in our new-look website, and will start to see it across our store and concession network as well.”
According to Burden, Politix launched its new website in late September 2022, with a focus on customer experience.
The brand also launched its new SS22 at the same time, with Burden saying it was on trend with the market and the Politix brand realignment.
“Since restrictions lifted at the start of 2022, we have seen huge growth in our formal categories as weddings and events return in full force,” he said.
“But I also believe that customers are wanting to dress up after a couple of years of not really having the opportunity to do so.
“Suits, black tie, formal shirts and accessories are going from strength to strength, and we are excited about the spring season ahead as events build.”
The new range, according to Burden, includes uses natural fibres such as linen, Australian wool “and pure wool in Autumn Winter.”
“After a period of trialling more casual products, we believe that our biggest opportunity is to really focus on formal / smart dressing and to broaden our range of fits in all categories to capture a wider audience.”
“With our new brand relaunch and strategy, there is a clear direction on where we are going.
“Starting with the website redevelopment that launched this week, it's clean, elevated and the customer journey is much smoother.”
Politix head of marketing Megan Voss echoed Burden, saying the realignment will be a “steadfast approach”.
“Our brand will have a consistent and steadfast approach to who we are, what we stand for and how we show up for one another,” Voss said.
“We’re achieving our purpose through our initiatives, our products and our experience.”
Speaking on the new SS22 range, Burden said it is all about tailoring outfits to each customer’s style.
“Our focus is on premium fabrications, offering a wider range of fits and making sure we gently nod to trends,” Burden said.
“We want to instil in our customers that tailoring and suits are not just for occasions, but can be worn every day.”
Its new range will bring suits, tailored blazers, formal shirts and a selection of accessories.
Politix has also altered its classic tuxedo jacket, through velvet textures and bold colours such as fuchsia pink. It will still include the classic black tuxedo.
“Every man wants to be recognised for who he is or who he wants to become,” Burden concluded.
“At Politix, we partner with him to define or redefine his personal style - purposefully tailoring our collections to him and the path he’s taking.
“Our new collection does exactly that. We style the clothes - he makes his mark.”