Men's Wearhouse
E-commerce Catalog Copy

Project Parameters

Men's Wearhouse wanted to do something different with its webstore catalogue copy: short stories or narratives featuring the products while focusing on lifestyle to create a soft-sell approach. Maximum limit: 500 spaces for complete outfits, 350 for single items. Total items/outfits: approximately two thousand. Bay Creative served as project coordinator and provided editing services. This project was Lane's first for both Men's Wearhouse and Bay Creative.

Lane was an active and integral part of the team and helped us reach an aggressive due date. He did an excellent job of following the tone, style and format [guidelines], and never missed a deadline. We couldn't have done it without him.
Amy Hethcoat, Bay Creative

The ballroom is packed, but tonight it's all about the two of you. You wanted to look your best, so you selected Joseph and Feiss' pleated formal shirt with wing collar. And you left the black tie at home, opting instead for Louis Roth's tie and cummerbund set in a deep burgundy. Sighing contentedly, she lays her head on your shoulder as you sway softly to your favorite song. And suddenly, there's no one else in the room; it's just the two of you.

This is why you came. You both love the lake at sunrise. Dressed in your cotton walking shorts and your favorite golf shirt, you stroll quietly along the shore, her hand in yours. The cotton is as soft to your skin as the sun's glow in her hair. And just that easily, the stress of the week melts into the water. Admiring the perfect morning sky, she sighs contentedly and rests her head on your shoulder, favoring you with a loving smile. Wait…this is why you came!

As meetings go, this one is important. So today, instead of the normal dress casual wear, you opt for something dressier. You don your olive platted rayon Jacquard top by Baracuta to go with your black suit. The surface texture adds a touch of interest to your outfit. Elegance over flash. Black split-toe shoes find the balance between dressy and casual. Still nervous upon entering, it's "hello, sir" as you shake hands. He smiles at you, winks at her and says, "call me Dad."

You're meeting at the Student Union for an evening of lattes and literary discourse. You want to be comfortable yet presentable in case she drops by. Chapter one: pair Baracuta's soft polynosic shirt in oyster with black casual slacks. Chapter two: add Bostonian's casual lace-up shoes. Chapter three: Top it all off with your favorite lambskin leather jacket. Skim your Cliff Notes - but leave them at home so she'll think you're as smart as you are handsome. Bring enough money for her lattes, too.

You're not obsessive about golf, you just love the game. Lounging at the 19th hole, you let your memory drift over your round, relishing each shot. Sipping cocoa by the fire, you look great in your black and taupe chenille sweater from Baracuta. The natural slacks from Gary Player and brown belt and shoes finish the outfit with casual ease. No, you're not obsessive about golf. After all, it was just a light dusting of snow; you didn't even lose any balls.

You wouldn't normally wear a suit to a school program. But tonight your baby girl got her first award ever so you wanted to look your best for the pictures. You positively beamed as you selected your Vito Rufolo Soft 4 button suit in rich, deep brown. A certain sparkle was in your eye as you knotted the tie under the curved spread collar. As she received the award, your eyes shimmered with prideful tears, but thankfully you'd stopped all that by the time they took the picture for the yearbook.

This evening is just your style: relaxed and comfortable. And she doesn't have a clue. You dressed like you always do, casual with a touch of subtle elegance. Your charcoal platted rayon top with black dress slacks look great without giving anything away. Your favorite slip-ons complete the look. Shaking the cup, you roll the dice onto the backgammon board but something else slips out, as well. Her eyes mist over as she tentatively reaches for the ring. "I'll love you forever. Marry me."

The race is on. Your wife calls to say she'll be there in 5 minutes to pick you up for the afternoon's outing. You play it off, act as if you remember. But you don't. You race upstairs and reach for your classic navy blazer. It works perfectly with the wrinkle-free cotton slacks and dress knit shirt you're already wearing. Making a hairpin turn you retread with your new Bass slip-ons. A quick pit stop to check your hair and you still make it back downstairs in time for the checkered flag.

Look at her; smiling like a six year old as you wait in line the Merry-go-round. But feeling like a kid doesn't mean dressing like one. So you wore your Baracuta fleece jacket tonight. You like the extra warmth for a Fall evening; she likes the soft feel. The contrasting collar works perfectly with your gray slacks. And the lug sole brogues are perfect for tromping around the fair. Cotton candy and a cupie doll in hand, her eyes shine as she looks up at you and says "thanks for a perfect night."

Your office is casual, but today you're meeting your father for lunch. So you dressed up a bit for the occasion. Baracuta's polynosic woven shirt feels as soft as a cloud and looks great by itself when paired with dress slacks. Add the Microsuede sport coat for your lunch meeting and look every bit the part of your new promotion. Revel in Dad's beaming smile when you tell him. Enjoy another of his smiles when you pick up the check.

It's hard to say which of you had a better time. You both had a blast watching the model trains and learning about the railroads. You both bought engineer hats to take home. Sure, it may not quite go with your outfit - Principe's rust mock turtle in pure wool, mated with tan slacks, brown belt and shoes - but you don't mind. Every time he looks over, you both laugh. Over ice cream you discuss plans for your new train layout. You've never seen your son so excited. Now, that's real quality time.

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