Dive Brief:

• Crowd-curated social shopping app Polyvore is now including menswear in its capabilities, the site announced Tuesday.

• Silicon Valley, CA-based Polyvore launched in 2007 and was bought last year by Yahoo Inc. The app operates as a search engine, where users generate content by arranging outfits and “sets” of outfits. The site gains revenue from brands that pay to feature their apparel or trends and from fees that accrue when a Polyvore user buys items found through it.

• Menswear was always found on Polyvore, but was something of an afterthought till now because users couldn’t use the site to curate items and create content as easily as they could with women’s wear. Several commenters on the site’s blog post about the move hailed it as an improvement.

Dive Insight:

Menswear has been heating up in the apparel space in recent years, with sales growth in luxury goods for men outpacing that for women.

Nordstrom looks to be opening a menswear-only store in Manhattan, according to Women’s Wear Daily, In addition to a planned flagship store in New York City, a new Saks Fifth Avenue store planned for Manhattan will also focus on menswear, and Bergdorf already runs a mens-only store in the city.

And menswear once again has its own dedicated New York Fashion Week for the first time last year after the last one in the nineties.

“Menswear is consistently one of the top requests from our community, so expanding into this category was a natural next step,” Polyvore’s product manager, Anna Iskikian, told Retail Dive in an email. “We followed the same pattern when we launched our home category a few years back. Additionally, a recent study from IbisWorld showed that menswear was the fastest growing e-commerce category from 2010 to 2015, so there’s a lot of opportunity with this category.”

And Iskikian expects menswear to be a growth opportunity for the site, she said.

“We do see a lot of opportunity for both our consumers and advertisers,” she writes. “There has been a ton of interest from both men and women who are interested in shopping as well as creating and discovering fashion forward menswear looks. Additionally,  many of our advertisers offer both men and women’s clothing so we saw an opportunity for advertisers to reach even more shoppers to continue to drive engagement and sales back to their site.”