Can cool people make good clothes?
Exploring the new all-America brand Hanover and why this might be the next great great alternative to simple menswear.
Men used to go to war, and then at some point they started podcasting, and now they are starting their own fashion brands.
You might know Chris Black as a fixture of the media elite who has had his hands in too many fashion projects to count. He’s also the co-host of How Long Gone, and now he has a new project, an all-American brand making easy-to-wear staples called Hanover.
Chris Black starting Hanover is a smart step towards the growth of his own personal brand, I mean, he has all of the right pieces and connections to make an idea like that work, so why not try?
But what happens when you let someone of this caliber of influence lean into their connections? You might just end up with a well-polished vanity project right out of the gate, and because of that, the stakes are that much higher. But if the clothes are actually good, then maybe it’s worth paying attention to what Hanover is doing.
In the case of Hanover and its association with Chris, I’m more focused on the clothes themselves. Yes, Chris has the clout to make this brand cool, but are the clothes actually good?
Hanover’s ethos is all about simple American made clothing that is below $300. To me it seems that this is a brand that is made for men in their late 30s to early 40s that have done their fair share of experimenting with fashion already, and are now looking for simple clothes that they can wear everyday without having to think about them.
The marketing is obviously geared towards that age group, with a focus on the specific subcultures of “American-cool” with references to art, music, and people that are part of the same community that Chris has been navigating through for decades.
It’s polished, it feels premium, and it does this in a way that makes it feel like a secret club filled with cool people that you can actually be a part of. That’s what makes Hanover’s brand compelling; not everyone might be invited to the table, but diving into the world of Hanover can make you feel like you’re in the same room.
Ok, you get the vibe, but what about the actual clothes?
From a quick glance; prices seem solid, everything is made exclusively in the USA using natural cottons — except the now sold out carabiner. I mean for stuff like that, you have to go overseas, that’s understandable.
Anyway, some items are better than others in my opinion, but the bigger question is; could Hanover become a genuine alternative for those that shop at spots like J.Crew, Uniqlo, or Madewell for example?
THE JEANS
For a new brand, Hanover has over 45 items that you can shop directly on the website — we’re talking sweatshirts, oxfords, basic tees, denim, hats, and even boxers. That’s a pretty strong selection considering the brand has only been around for a few months.
I was recently working on a letter for pants and denim for tall boys, you know, 34” - 36” inseams. To my surprise, Hanover jeans come in big sizes with 34” inseams — a detail that is often overlooked by new and even existing brands. That detail alone was enough to really grab my attention to try this brand out for myself.
Chris told me that he wears the Drift Jeans in black almost everyday, and after trying out a pair of the Wander Jeans myself, I actually believe that he wears those daily. I mean, the denim is really comfortable, fits great, and has a nice dark wash that pairs well with almost everything in my wardrobe — the success rate at which these jeans fall on any shoes first try is also incredible.
The jeans themselves are made with deadstock denim sourced from Cone Mills in North Carolina, one of the greatest denim mills that has supplied brands like Levi’s for over 100 years. Long story short; the fabric is quality.
For around $160, the Hanover denim feels like a very solid choice for an everyday denim that fits and feels great right out of the bag. No need to break them in or pre-soak them. Just put them on and you’re ready to take on the world.
THE LONG SLEEVE
Right off the bat I was skeptical about the wide collar on the Staple Long sleeve, I know what that type of collar looks like on me, and I don’t like it. To some it makes sense, but I’m skinny so it just ends up looking weird around the shoulders — the collar would create these points around the shoulder that I couldn’t get rid of.
With that being said, the washed cotton on this is insanely soft, which makes me think that this could be the perfect shirt for the beach or cottage. And in that case, I actually would prefer a collar that’s a bit wider just to let the breeze in. It’s less about the fit and more about the comfort in this case.
Another detail that Hanover does well is make short cuffs on all of their long sleeve products — it’s a small detail, but it looks way better than the traditional longer cuff you see elsewhere.
Overall, is this long sleeve a buy? I’m still on the fence. There’s a specific type of person that will prefer a wider collar, which in that case would make this a solid purchase. The cotton is extremely soft which makes it more wearable in certain situations, but for someone who prefers a tighter neckline will probably not love the overall fit at the neck.
The tees from Hanover all have that same collar, which I believe is trying to recreate the feeling of that already worn in, extremely old t-shirt that you’ve been wearing for a decade. I wish that there was an option for the same fabrics in a tighter collar for someone like myself though.
THE POLO
This one is a hit — although subtle, the lowercase h logo thats embroidered on the left chest could be removed. Let the polo speak for itself, because it’s a good fit, has a small collar that is fun to pop, and does make me feel like I’m ready to converse with the media elite at an 6pm to 8pm function.
Jokes aside, this is a very solid polo that I can see become my daily for the foreseeable future. It’s also perfect for the golf course — something I’ve been dabbling in more recently, so I need the fits to match.
If you’re looking for a simple comfortable polo, this is going to be a great purchase for around $120. Besides the Wander jeans, this polo is definitely my favorite item from them so far.
The Staple Polo is available in both long and short sleeves in a few faded colors.
THE VERDICT
Hanover has started off on a strong foot; the products feel great on body, and they are made well enough where the price makes sense. It’s going to be interesting to see how new products continue to evolve; I’m sure collaborations of sorts are in the pipeline, which will also help solidify the brand’s image.
From my short experience, I think there’s a lot of potential as long as they keep those prices relatively low. Hanover isn’t trying to be Fashion, it’s about making clothes we’re all familiar with in a way that doesn’t require much thinking. You know exactly what you’re getting everytime you shop here.
“Oh I need a simple button-up, but I don’t want to go to Uniqlo or J.Crew”. That’s where Hanover comes into play. It’s a solid substitute.
Will it work for everyone? Probably not, but I think the lower price point is enough for people to try the brand out for themselves so they can make their own decision. Jeans are definitely worth it, that polo is also awesome. Definitely now more curious to try out some of the button ups as well.
Despite being created by someone with a lot of connections and fame, Hanover proves itself as a solid contender in the menswear zeitgeist, and it’s something that is worth keeping a closer eye on.
Shop Hanover directly on their website here.
Follow Hanover on Instagram here.
UP NEXT:
the only thing stopping me from buying the polo is the embroidered logo on it
Wish the 34 inseam was available in smaller waist sizes. Black wash is great.
Otherwise, they really nailed the colour options with the right tints. That blue longsleeve is the perfect blue.