If there’s a term we haven’t come across before in a fashion brand press release, it’s ‘man boobs’. Another surprise was that the Four Times One brand does not want to hide the male torso with man boobs, but rather supports and celebrates it. New brand Four Times One immediately attracted attention thanks to its mission to empower the plus size man.
The brand’s offering is currently still small, but its ambitions are great. The website already gives several hints about what is to come. Chest toning, torso toning, big bum proof, thick thigh proof, biceps enhancing – according to a checklist for all products. Founder Karim Lequenne wants to build an entire streetwear universe for all men, he enthusiastically tells FashionUnited. “A universe where attention to the body and body finesse are the unique approach,” he says.
Lequenne has been waiting a long time for the fashion industry to fill the gap that exists in the market for men who do not fit into the straight fits. “I think it’s great that there is now the body inclusive movement for women, but I thought: Where does this leave men?” He quickly realized that men who do not fit into the fashion industry’s standard sizes also have difficulty finding clothes, especially if there is insecurity about the upper body. “If you as a man do not have the ideal proportions, that is still broad shoulders and narrow hips, a very straight silhouette, then it is extremely difficult.” And anyone who buys clothing purely because it fits and not because it fits their identity starts the day with a 2-0 deficit.
Body finesse for men: Why “man boobs” require a technical revolution
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Lequenne wants to support these men product by product with Four Times One. For example, there is the Essential Tee that has a chest toning panel. The placement of the panel is in a tactical location in the T-shirt so that the torso is shaped from the front and side. The chosen material of the product is heavyweight, but it feels light. “We tested the T-shirt on all kinds of different men so that it is really good. In the last iterations we also discovered that the chest panel no longer fit properly after a while because of the horizontal stitching. The solution was to stitch it vertically.” Ultimately, it took six prototypes to arrive at the final product that provides structure and fits many different body shapes. The product is available from size M to 3XL. The campaign images feature models with large muscles, but also more traditional plus-size male models.
One of the products that Lequenne absolutely wants to add to the range is jeans. “It’s hell to find great fitting jeans if you have a shape other than straight,” he says. “I see so many variations in leg and lower body shapes, but I don’t see that reflected in the range of jeans.”
For the perfect fit he works with pattern artist Samira Lafkioui. She previously worked at large luxury houses. “She is very technically savvy.”
Four Times One breaks the silence around “man boobs” with innovative men’s fashion
The name Four Times One refers to the angel number 1111. This number is often seen as a reference that the person is on the right path and the thoughts need to be focused positively. For Lequenne, the song is linked to being in his power. Exactly what he wants to do with his target group.
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Why not target a very large target group by creating a brand with basics, instead of streetwear with themes such as Punk, Rave and Gothic? The fashionable drops are inspired by subcultures. “I find the intersection of subcultures interesting. To the outside world you are an underdog, but within the subculture you can be an upperdog.” In addition, the more distinctive items also ensure that they will fit the identity of the wearer more than when only basic items are offered.
Four Times One gives ‘man boobs’ a place in the fashion industry
The fact that there are plenty of men who do not fit into the standard sizes does not mean that the fashion industry is already filling this gap in the market. “On the one hand, fashion is always about the new, the next. Paradoxically, I have the feeling that fashion is stuck in rigid thinking patterns and systems. Someone has to challenge the status quo before the masses understand and understand it. I hope that with Four Times One I can pave that way.”
Lequenne is hopeful that the traditional channels (own stores and wholesale partners) are no longer the only way to sell a brand. “A new era has begun where, as a fashion brand, you can have your own channels and get your product to the end consumer in your own way.” The founder has a love for Tiktok, partly because it is clear that consumers want other items.
What feeling does Lequenne hope consumers will have after discovering Four Times One? “If you geothered feels or not seen by brands and the world, that you now see that there are opposing voices who are actively doing their best.” The fashion entrepreneur is passionate about his mission and creating change. Lequenne does not wait for an invitation from the established order; he creates his own place in the industry. And to that place he will invite whoever he wants.
