boohooMAN has unveiled a dedicated standalone site today to cater exclusively for menswear. Like its sister site for women, the site offers a wide choice of men’s styles in clothing, footwear and accessories with new items dropping each week.

The new site also features dedicated content for the menswear market and is targeted at “a trend led, price conscious consumer” aged 16-24. Boohoo first launched menswear in 2013 but, according to marketing director, Richard Clark the time was right for a dedicated site as men had reacted positively to its trend-led, as opposed to brand-led, approach.

“Back in 2013 when we launched boohooMAN, we had observed a shift in menswear buying habits, as men begin to embrace fashion trends and move away from the safety net that branded fashion has offered for so many years,” Clark said. “The core of our business has always been to provide the season’s latest looks, whilst still delivering incredible value, but now we have the opportunity to tailor the offer and the content we serve up to the menswear customer, making their shopping experience more personalised and engaging.”

Prices for the SS16 collection range from £3 - £50.