It takes more than just product to connect with today’s man.
“The menswear brands growing fastest online in 2025 aren’t just dropping product: they’re embedding themselves into culture as lifestyle platforms, using collabs that span music, sport, gaming and community,” according to Victoria Mauriello of Similarweb Advisory Services, a digital market intelligence company that tracks web traffic.
The company’s streetwear report tracked three companies from March of 2025 through March of 2026: Bape, Human Made and Palace. In that period, Bape posted 55.6 percent year-over-year growth in visits, tied directly to “simultaneous collabs with Central Cee, WWE and OVO; Human Made’s traffic spikes correspond exactly to a Pokémon drop, a Tokyo IPO, and two Nike and Red Wing releases routed exclusively through its own site,” she said. “The brands winning aren’t buying their audiences; they’re building communities that keep coming back.”
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Bape attracted 1.9 million global visits in November and 2.08 million in December, its two highest-traffic months of the year with organic search peaking at 988,000 in December. Mauriello stressed that nearly all of the searches were organic, not paid. “People weren’t stumbling onto Bape, they were going looking for it,” she said.
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For Human Made, every spike in its traffic over the year corresponded to its drops. For the Pokemon collaboration in October, direct traffic doubled with social up 146 percent and referrals up 279 percent. In January, its popularity hits its peak with 1.2 million visits as a result of the launch of the Nigo x Nike Air Force 3 Low with Pendleton wool and its collaboration on the Red Wing Heritage.
Palace also saw a 10.8 percent jump in traffic for the year, but it wasn’t tied to a product drop. Instead, Mauriello said, on Oct. 31, it announced a partnership with Nike for the upcoming launch of Manor Place, a free community hub in South London with a skate park, underground football cage and artist studios that would be opening on Nov. 11. That teaser resulted in 1.16 million visits, an increase of 32 percent over the prior year.
But the deeper message in these numbers, Mauriello said, is the lasting impact of the visits, which result in a 10.8 percent bounce rate. “Nearly 90 percent of every visitor goes deeper, seven pages per visit, zero paid search,” her report said. “These aren’t drop metrics. They’re what happens when a site becomes part of a community’s lifestyle — somewhere people visit because they want to be there, not because a campaign caught them mid-scroll.”