Here are the 8 clothing companies that could take Patagonia’s place as the new keeper of the ‘Midtown Uniform’

Business Insider

Following Patagonia’s recent decision to be more selective with the number of new clients it will brand apparel for, a market gap has opened for other clothing companies to work with Wall Street and Silicon Valley firms.
Patagonia’s fleece vests are a key part of finance bros’ typical outfit, known as the ‘Midtown Uniform’ — slacks, a dress shirt, and a vest.

From the disruptive nature of new technology, to the rising number of agile competitors in the space, Wall Street’s list of concerns grows bigger every day.

However, arguably a bigger issue was raised across trading floors earlier this month: The future of the ‘Midtown Uniform’.

Patagonia, a critical part of many Wall Street employees’ daily outfits, recently decided it would be more selective with the number of new clients it will brand apparel for. The company is focusing on working with "more mission-driven companies that prioritize the planet", potentially excluding some Wall Street and Silicon Valley firms. The American clothing company’s fleece vests are an integral part of what is commonly referred to as the ‘Midtown Uniform’: slacks, a dress shirt, and a vest.

So an opportunity has risen for another clothing company to be the go-to outfitter for the 20-something bankers, hedge funders and technologists.

Here are eight companies that have the potential to fill the void left by Patagonia based on conversations with those in the industry and the reporter’s own personal experience.

Vineyard Vines

Shep and Ian Murray

For many, this is a natural fit to replace Patagonia. Founded in tony Martha’s Vineyard, Vineyard Vines is the male equivalent of Lily Pullitzer. The brand is also already the clothing of choice for many hedge funders during their weekend trips to the Hamptons.

Helly Hansen

Siren82/Wikimedia Commons/CC 2.0 Attribution

The Norwegian clothing company might be the perfect foreign substitute for Patagonia. With its wide range of cold-weather apparel, there’s a good chance finance bros might already have some Helly Hansen tucked away in their ski houses.

Arc’teryx

Edwardx Hands/Wikimedia Commons/CC 2.0 Attribution

The Vancouver-based company has made big strides on the West Coast, which is home to most of the big tech companies that have their own twist on the ‘Midtown Uniform’ (jeans and a t-shirt instead of slacks and a button down). However, one problem this pick might have is the fact finance bros seem unlikely to buy from a clothing company they’ll struggle to pronounce.

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