Striving for Simplicity

June 30, 2022

Every year, the world's fashion elite gather for a star-studded invention-only event known as the Met Gala. This is the crème de la crème, the fashionista trendsetters that have graced the silver screen and magazines of our culture since 1948.

Yet, modern consumers are somewhat divided on the edgy outfits and often overwhelming styles of the famous. While some enjoy the rich traditions of fashion experimentation, a growing section of the population prefers a more subtle, reserved simplicity when being presented to the outside world.

Clothing is only one example of how people choose to streamline their lives. With so many forces being pulled on our attention and an overabundance of minute-to-minute updates from social media, we are left with complex topics being discussed everywhere, from the local coffee barista to Sunday brunches with family.

This has caused a certain counterculture to arise. Instead of focusing on all the “bells and whistles” from product designers of the past, we see simple, straightforward options available on the market. Think about Apple's popularity and electronic devices catering to simple needs and wants. They lean into the branding of sleek, eloquent, and simplified design and have grown an incredibly loyal customer base in response.

This drive for a simpler lifestyle goes well beyond product development. Many international leaders lean toward simplicity as a philosophy because of the stress and demands of their positions. Business leaders and political mainstays are opting for simple answers to complex questions just for the chance to avoid the inevitable burnout they are currently experiencing.

We all Crave Easier Decision Making

It shouldn’t be a surprise to see shoppers and individuals leaning towards a minimalistic desire. The fact is the world has "done a turn" and become complicated once again. We are continually browbeaten by numerous stories of tragedy, political upheaval, and endless social causes needing support from every man and woman that it makes the day overwhelming.

Then there are the troubling statistics that the U.S. is currently the most overworked industrialized nation. Not only are Americans working longer hours, but we are taking fewer vacations and sacrificing any hope of work-life balance.

In some respects, things like what we purchase and spend our time entertaining to destress are a direct answer to complex problems. Something as simple as setting aside a standard set of outfits serves just as much to lower our decision-making as it does to ensure we look (and feel) good when going out. The clothes we wear tell the world who we are and what we strive to be. They set the tone for our day and support the emotions and mood we wish to reveal while working, playing, and entertaining.

Enter the Era of Simplicity

Before we get too deep into the psychology of simple fashion choices, let’s revisit our first example. Whereas the Met Gala dictates the high fashions of Milan, New York, and Paris, the pop-cultural leaders of today's purchasing powers have changed the dynamic. Millennials and Gen Zer’s will soon take over spending power compared to baby boomers. These are the 40-year-olds and 24-year-olds that decide how our world turns the most.

In one corner, you have an older generation raised on Steve Job’s black turtleneck-and-jeans and the late 90’s tech billionaires preferring tennis shoes and polos for everyday clothing. This is a far cry from the decadent pressed suits of the baby boom generation.

In the other corner, you have Generation Z, raised on social media where personality comes more from actions more than dress. These will be the tastemakers for the foreseeable future, shaping the lifestyle choices of tomorrow.

For them, influencers set the tone. Instead of a focus on extravagance and “making the scene,” modern leaders choose more subtle and refined choices. From the clothing they put on to record a social media post to the relaxed atmosphere of hybrid workplaces, change is coming, and people are adapting by removing those complications of the past that we used to celebrate. Time is becoming the currency of power, and any way influencers can leverage simplicity to gain more time is celebrated.

The Benefits of Simple Choices

We see simplicity in the choices around us. Distinct labels like Brunello Cucinelli and De Bonne Facture are embracing the warmth of simple tones, styles, and subtle accents. There is a stoic quality that screams to the well-prepared mind. A way to be both fashionable while also living outside the norm - somehow unfashionable with simple, elegant clothing choices.

This is only one aspect. Consider the advance of technology in relation to simplicity. Where we can be overwhelmed by constant news updates, we also can rule an empire from nothing more than our mobile devices. People can set up their lives so they walk into the house and have the lights dim to favorable levels, the thermostat set to the exact temperature they prefer, and even their favorite song playing on a smart-device in the kitchen.

Many of us are going the way of Thomas Jefferson and former President Obama. These leaders wore the same clothing, ate the same food, and limited choices so much through their day so that every decision they have to make receives their total energy and attention. People are overwhelmed and having a simple set of clothing or a routine to follow reduces the psychological irrationality. It lowers the stress we feel and makes a minute of our day more manageable.

Simplicity is Sexy

There was a famous marketing campaign in the 90s by Pepsi with international supermodel Cindy Crawford as the spokeswoman. It is a classic example of how to leverage simplicity. In almost every campaign, she was dressed in jeans and a t-shirt. While most were used to her from the cover of Vogue or the runways of New York’s infamous fashion week, the clean aesthetics of simple fashion in these commercials somehow made her more appealing.

When we take away all the logos, over-the-top luxury items, and the appearance of being able to “do it all,” we see a kinder, happier, and more relaxed individual. People want to live their lives without being pulled in so many directions that there is little left for their private time. We are leaving behind false appearances and choosing a simple lifestyle where we are left with a soft, warm, and introspective canvas that extenuates the beauty and purpose of our inner natures. This is the true sexy known simply as our authentic selves. That authenticity is what we as consumers are craving.

After a workday that has only gotten longer now that our bosses can contact us 24/7, and when we have finally put down our phones full of unwelcome news, we are able to sit back and relax.

We rebel against the complications life has thrown our way and choose a simpler path. This does not mean we are any less of a complicated creature, but that in acknowledging that complexity we embrace the ethos of simplicity.

A key factor in this new fashion philosophy is quality. When you strip back clothes to their bare bones, the things that matter the most will be the shape, cut, and materials used to define the fit and look of each piece. For that reason, we at IF… THEN WELL focus on high-quality Pima cotton for our men’s t-shirt bundles. Our goal is to support those individuals who are striving to focus on the things that matter, while not compromising on their exacting standards of a streamlined wardrobe.

Simplicity is not a word people should fear, but a well-known quality of those seeking to perfect their day by reducing the challenges of decision-making without sacrificing superior clothing pieces. In the middle of the chaos around us, why not go the way of so many famous experts in their fields and seek out the comfort, appeal, and subtle aesthetics of fashion simplicity. If for no other reason, because it just feels so damn good.

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We all Crave Easier Decision Making

Enter the Era of Simplicity

The Benefits of Simple Choices

Simplicity is Sexy

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