Skip to main content

Subscribe to Five Four Club and Receive a Curated Box of Style Each Month

Five Four Club
Image used with permission by copyright holder
Have you ever wanted to revamp your wardrobe so that you look more stylish than basic, but lacked the time, and didn’t want to put too much money or effort into it?

Dee Murthy and Andreas Izquieta came up with Five Four Club, a monthly subscription service that caters to your style. Simply sign up and pay $60 each month and receive a box with three curated items, depending on the questionnaire you fill out. Whether your style is fashion forward, classic, casual — or a mix of all three — Five Four will have something to your liking. The company has collaborated with menswear designers like Mark McNairy and recently teamed up with United Arrows & Sons creative director  POGGYTHEMAN. The Manual quizzed Murthy and Izquieta about Five Four, who it benefits, and why you should sign up.

Why did you create Five Four Club?

Izquieta: We created five four in 2002 when we were seniors in college. At the time, we wanted to change how men dressed in America. We didn’t know how or what that meant from a business perspective, but that always was the underlying mission. I’m someone that always took pride in my personal style and saw dressing up as a boost of confidence. Little did we know, but 15 years later that’s exactly what we do vis-à-vis the Five Four Club.

five four club
Image used with permission by copyright holder

Describe your target market.

Murthy: Our target market is primarily 25-35, with the average age being 28. However we’ve seen our customers range from all ages of 18-65, and we’ve seen our new brands, New Republic by Mark Mcnairy, and Grand Athletic Club, attract a wide customer base from these age ranges who have become fans of the brand because of our offering.

Tell me about the POGGYTHEMAN collaboration.

Izquieta: With Five Four, we are always looking to introduce excitement to our club members. We’ve done some amazing collaborations In the past with Robert Geller and Mark Mcnairy, and we felt that Poggy from United Arrows was the great next collaboration to launch for our members. Japan generally sets the trend for men’s casual fashion globally (in my opinion), and who better to partner up with that the man himself is leading that charge.

Why will men benefit from Five Four?

Murthy: Five Four is great for the modern guy. In today’s world, we find ourselves inundated with options to shop and it’s a frustrating experience. There’s still friction points in the shopping process. We’ve been in the fashion business for 15 years and saw, 5-6 years back, all these pain points when we had three retail stores in LA. The element of removing choice was a crazy thought to people, but we thought it was obvious for men. The Five Four man takes pride in his personal style, yet may not have the time or desire to shop. Our curation vis-a-vis the Five Four club, recommendation of products on our shop, and complimentary brands that we have launched, make it easy for them to shop.

curated men's subscription boxWhat brands can consumers expect?

Izquieta: The Five Four Group (parent company of Five Four) sees many opportunities in men’s fashion. We actually think today there’s more opportunity than ever before in retail. The old guard of retail is crumbling, and the new guard online is rising. The consumer is discovering brands online today, not the mall. The combination of forward design, high quality, and accessible price points is what we believe is the winning formula. Layered with individual brand stories for specific categories, we differentiate from the competition.

Our second brand we launched was in July 2016, called New Republic by Mark Mcnairy. Mark had joined us in 2015 to lead design on the Five Four brand (after a successful collaboration with us), and I saw a huge opportunity in footwear. Mark himself had a namesake footwear brand that was selling in high end stores globally, however it wasn’t at an accessible price point to consumers. Mark always joked to me that many retailers and brands had made more money off his concepts than himself, so I said why don’t we create a new brand with your concepts but at an accessible price point. Let’s invest into creating the best quality product at an accessible price point that is a no-brainer to the consumer. I’ve always thought that American guys don’t dress that great because the options on the mass market aren’t fashionable, they are either too basic or cheap looking. So we set out to disrupt footwear the same way we were doing with menswear. After six months, that brand has seen explosive growth as we are reaching a wide consumer base and launching global shipping in the next few weeks.

The next brand we launched was in December 2016, called Grand Athletic Club. I have always been a bad athlete so I’ve over compensated my confidence in the gym by trying to be the best dressed guy in the gym. I didn’t see many options that were fashion forward, high quality and at a great price. No brainer once again, let’s create it. A large part of our member base at Five Four Club consider fitness as a high priority in their life, so it was a natural fit for our ecosystem of brands.

The next brand launches will be in the summer of 2017, as we launch eyewear and personal care.

Ann Binlot
Former Digital Trends Contributor
Ann Binlot is a New York-based freelance writer who contributes to publications like The Economist, Wallpaper*, Monocle…
Veja introduces all new V-90, a throwback Veja sneaker with a familiar aesthetic
Veja brings modern sustainability to '90s-era aesthetics, and we love it
V-90 sneakers on marble floor

In the ever-evolving landscape of men's luxury footwear, Veja has introduced their latest creation: the V-90 sneaker. This elegant amalgamation of throwback aesthetics and modern comfort is a unisex sneaker that caters to those who seek a harmonious blend of fashion, sustainability, and innovation.

Inspired by the design ethos of the '90s, the V-90 pays homage to an era marked by bold styles and expressive individuality. This throwback aesthetic, carefully interwoven with modern flair, makes the V-90 a versatile choice that seamlessly transitions from casual outings to more upscale settings.
Sourcing excellence and organic traced leather
At the heart of the V-90's allure is its commitment to ethical sourcing and the use of premium materials. Veja's approach to leather sourcing is exemplified by the inclusion of O.T. leather (Organic Traced leather) in the V-90 sneaker. Sourced exclusively from 100% certified organic farms in Uruguay, not only is it free from the harmful effects of pesticides and chemicals, but it also emerges as a testament to Veja's dedication to a greener and cleaner fashion industry.  O.T. leather goes through a mechanical beating process that makes it bendable. (The leather in the V-90 sneaker was also tanned in Brazil, and uses fewer dyes than conventional leather.)

Read more
Chelsea boots are the official men’s footwear this fall – how to style your look
Why men's Chelsea boots are having a moment in the fall
brown dress chelseas pushing pedal

In the long list of must-haves men need for their closet, one of the most important to pick up is Chelsea boots. From wearing them with suits to wearing them with jeans and flannels, these will be some of the most valuable shoes in your closet, especially in the fall. Men's Chelsea boots are versatile and necessary, and these are the ones that will work with everything you already have in your collection, simply taking the place of some of your favorite shoes and extending the life of each.

A brief history of Chelsea boots
Chelsea boots get their name from the fashionable Chelsea district of London. Chelsea was the epicenter of fashion and music during the 1960s. It was here that fashion designers resurrected a style of ankle boot first worn by Queen Victoria in the 1840s. Shoemaker Joseph Sparks Hall adapted a traditional English riding boot for everyday use by the Queen. To make them more comfortable, he lowered the shaft to ankle height, and to make them easier to get on and off, he added elastic gussets on each side. The style became popular during the late 1800s but disappeared during WWI.

Read more
The new Tudor black Pelagos FXD watch has a throwback ’60s design inspired by the U.S. Navy
This new dive watch has a retro feel
Tudor’s Black Pelagos FXD

Rolex may have spent the last century as the biggest name in the watch game, but founder Hans Wilsdorf recognized in the mid-1920s that his beloved timepieces were out of reach for the everyman. His solution was to create a new brand of affordable luxury watches, bringing the same beautiful aesthetics and Swiss construction; Tudor was born in 1946.

While Tudor watches bring with them the same quality design and reliability as their older brother, they developed their own distinct identity by capturing the attention and the loyalty of explorers and military organizations the world over. In 2012, the brand developed a line as a throwback to its diving history. Pelagos watches became one of its most popular lines. Its newest iteration, the FXD, comes with a black face and nods to the brand's naval history.

Read more