The JW Anderson patchwork cardigan, worn by musician Harry Styles in February, enters the list of the most desired men’s products. Having achieved cult status among Generation Z young consumers – who launched the #HarryStylesCardigan viral challenge on Tik Tok to play it in irons – this $ 1,560 color-block article sparked a 166% increase in cardigan searches. of the brand during the last week of June. Defying the rules of luxury marketing, JW Anderson then shared with his growing online community the pattern to replicate it in knitting or crochet.

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