Soft power: cardigans become male status symbol as sales soar

Celebrities and TV characters are flexing their muscles in non-threatening cosy knitwear

Until recently, a man in a cardigan might typically have signalled “retiree”. But now the cosiest of knitwear items has been given a makeover.

Fashion-friendly brands such as The Elder Statesman, Ami Paris and Studio Nicholson are pushing the cardigan. Marks & Spencer reports that sales of cardigans are performing well for spring – up 90% on 2022, possibly due to the current “inbetween” weather. A green “preppy” style is particularly popular. More styles will be launched by the retailer this autumn.