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E-shopping is one of the most profound behavioural changes to occur in our everyday lives. But for online clothes shopping to match up to the reality of the physical world, the product experience has to be improved. Because trying out a product is more than just looking at an image with no context. It is more than looking at a headless model with standardised measurements, photographed against a wall. It is finding a garment through the same standards and visual contexts in which we will be living with. And being able to imagine what it would be like if we wore it.

 

It was street images like these, on the back of a whole online dynamic, that turned ordinary men into style icons and made snapshots of everyday life into inspiration on a global scale. That is why our photo shoots take place in the streets, our models are not models and we don't use Photoshop. That is the J. LISBON commitment. To present our menswear selection, display it in its most realistic form and share with you what we feel when we wear each of these pieces

 

José Cabral