This Brand Made Scarf Jackets Hot. Now It’s Bringing Them To The Menswearverse

Scandi label Toteme has launched a menswear label. But why is now the time to do it? 

Women have been down for Toteme for a while. But now the lads can get a piece of the action, too. Yep, the Swedish label is dropping a menswear line. 

The minimalist imprint has been cooking up quiet, well-thought-out basics since 2014, with famous heads like Rosie Huntington-Whiteley as fans. Toteme provides a muted, clean wardrobe solution – the type of thing chic, booked and busy ladies wear in nice parts of London, for example. And it describes itself as a “direct and decisive way of dressing” online.

How does that translate into menswear? The first men’s Autumn/Winter 2026 instalment, aptly titled “Drop 01”, serves Toteme-ised menswear heavy-hitters, like a wool scarf peacoat (the scarf coat is an often-replicated signature of the Scandinavian brand). There’s also heavyweight jerseys including red and washed black hoodies, shirting, and leather jackets. When it comes to denim, there’s a mix of classic straight leg and a subtly-flared “Kick” jean that pools over the shoes and does a great job of elongating your legs. The “Kick” cut extends into tailored suit trousers to match with double-breasted jackets, with nylon jackets and trench coats rounding out the outerwear offering. Shoes-wise there are slinky croc-embossed loafers and moccasin styles, which if the success of its women’s footwear is anything to go by, are bound to get people gassed. 

So what does the Toteme guy look like? There’s definitely a wardrobe of expensive-looking basics in there – the kind an interior designer with a penchant for exorbitantly-priced mid-century furniture might wear. But it’s not joining the quiet luxury trend three years too late, either. There’s plenty to choose from in terms of colour. And the silhouette of its trousers, tailoring and outerwear plays into the current appetite for a slightly narrower silhouette that is extended and relaxed (see: Prada taking this to the extremes with its tight leather jackets and trousers, and Dior’s aristo-rocker denim). 

But Toteme jumping into the menswear dojo in 2026 could say something more about where we’re at. More guys are taking their style seriously, spurred on by increasing access to fashion content on social media and a broader crossover into the mainstream as athletes and celebrities tap in with fashion publicly. When it comes to whetting this appetite, menswear consumers are often less interested in the theatrics, and tend to go for stuff that’s a little more wearable. Toteme’s ease of wear and focus on practicality lends itself nicely to this kind of person, and lands at the right time.

Its arrival slots into the current state of the menswearverse nicely, too. On the Spring/Summer 2027 runways, CELINE’s first menswear show under recently-installed creative director Michael Rider saw a theatrical presentation of lived-in, wearable clothing. Japanese brand Auralee is firmly cementing itself as a Paris Fashion Week mainstay with its refreshing approach to material and colour. And Simone Rocha launched its debut men’s offering at Pitti Uomo in June. In short, menswear is hot right now and Toteme is joining the party. Where and how it will fall into the ecosystem is yet to be seen.