White & Warren will introduce menswear for the first time on Thursday, launching a capsule collection of six men's pieces in 16 colorways, with retail prices ranging from under $500 to $995. The move marks the New York-based cashmere and knitwear brand's first category expansion beyond womenswear in its nearly 30-year history.

The launch assortment includes a 12-gauge cashmere crewneck, polo, cable crewneck and quarter-zip, alongside a cashmere-blend waffle crewneck and a merino wool shawl cardigan. The polo, crew and half-zip will retail for under $500, while the remaining pieces will carry price points of $595 to $995. Construction mirrors the women's line — with White & Warren's signature contrast tubular detailing on the back neck and bar tabs — but carries a distinct men's flavor.

Susan White Morrissey founded the upscale cashmere brand in 1997 around high-quality cashmere pieces designed to be lived in, according to her daughter Catherine Morrissey, who now helps run the company. "And that is still our goal today," she said.

The decision to enter menswear follows a long-running internal argument. Catherine Morrissey's late father, Kevin Morrissey, a longtime executive vice president and general merchandise manager of menswear for Macy's, had pressed the family to launch men's from the company's earliest days, citing that women buy the bulk of apparel for the men in their lives.

"He was always pushing us to do men's," she said. As the company maps where growth will come from over its next 30 years, the family finally acted on his advice.

The launch strategy leans on that same dynamic. Catherine Morrissey said the capsule will be marketed primarily to the brand's existing, predominantly female customer base, timed to holiday gifting.

"We have built some real credibility over the past 30 years in cashmere and knitwear and this is our first step to broadening our reach," she said. "We think it's an important time to introduce this [to our female customer] for the men in her life, and give him that first opportunity to experience White & Warren and come and then purchase it [for himself]."

Distribution at launch will run through two channels: the brand's own e-commerce site and select stores that currently carry both men's and women's product. A wider rollout is planned — in 2027, the company hopes to expand men's distribution into men's specialty stores, a channel decision that would take the line beyond its established women's retail footprint.

The merchandising plan follows a deliberate cadence. For spring, the men's collection expands into cotton cashmere and additional 100 percent cashmere pieces, followed by a larger assortment for fall 2027. "We always start small before and kind of build on what we believe we have credibility in," Morrissey said.

The phased rollout keeps initial inventory exposure limited to a six-piece capsule while the brand tests male demand indirectly through its female customer base, before committing to broader assortments and a dedicated men's specialty channel.