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Dad Fashion Deconstructed


Dad jeans? Check. Packable rain jacket? Check. Fleece? Decades-old Argyll knit? Check. Nope this is not your dad's packing list for a weekend away in the mountains, but rather a few of this year's dad essentials deemed cool by the style set.

Which may come as a surprise for midwestern men everywhere, as New Balance sneakers, fleeces and flannel shirts are nothing new - but the fashion industry's acceptance of them is.

Despite most dads being more likely to be found in a supermarket than a Dover Street Market, the fashion tables have turned and everyone from golfing grandpas to Patagonia-loving pa's are now looking like they're wearing new-season Balenciaga.

Which is the whole point, since the current menswear trend is about looking like you're a normal guy. Rising from the ashes of normcore, which was synonymous with hipster dad's everywhere wearing blue Levi's, grey sweatshirts and Stan Smiths, Balenciaga's SS18 show accelerated the trend, paving the way for 2018's 'ugcore' (ugly-normcore if you're wondering).

It seems everyone from Prada, Calvin Klein and Marni have followed suit, putting out their own renditions of ugly dad sneakers, anoraks, knitted balaclavas and boiler suits to the masses and searches for 'ugcore' have been soaring.

In order to help you deconstruct dad fashion, our graph below charts the rise of some of 2018's biggest 'dad style' trends - read ahead for dad caps, fleeces, cagoules and more.