How GQ Readers Shopped In January 2026

Why You Bought It: This cream super hydrating, unscented, and thick, so you don’t need too much, and you feel moisturized. It’s ideal for folks who have severely dry skinand the brand’s triple repair formula restores the skin’s protective barrier with shea butter, rebalances your skin’s microbiome through the label’s signature spring water, and it literally lasts up to 48 hours. Plus, since there are minimal ingredients and it’s unscented, feel free to apply this not just from the neck down but from the neck up, too.

What You Should Buy Next: You got your moisturizer on lock, so stock up on some cleansers for your dry skin. Our favorites include CeraVe’s Hydrating Facial Cleanser and La-Roche Posay’s Toleriane Hydrating Gentle Face Cleanser (if you want to stay in the same brand family).

A Classic Scent: Polo EDT

Polo Ralph Lauren

Polo Eau de Toilette

The Story: The Best Ralph Lauren Colognes Are as Americana as It Gets

Why You Bought It: “First is the worst” has no meaning when it comes to talking about Polo, because its inaugural fragrance—the namesake Polo—has staying power long after the brand’s expanded its scent collection. Polo’s leathery, woodsy aroma ramps up the masculinity of the scent, offering an aroma that’s both acceptable at work and post-shift activities. Just imagine that one spritz of this can make you feel like you’re the polo player atop the Ralph Lauren pony that adorns so many of our favorite pieces.

What You Should Buy Next: Assuming you’re into leather-centric cologneswe’re big fans of Malin + Goetz Leather. The contrast of powdery and floral notes with woody and spicy notes keeps Malin + Goetz’s scent feeling grounded and approachable. Wearing it will make you feel more powerful, less on-the-prowl.

The Rainy Day Pick: Ghiaia Trench Coat

Cashmere Gravel

Belted Waxed Cotton-Canvas Trench Coat

The Story: Why Everybody in Menswear Wants to Live in the Ghiaia Cashmere World

Why You Bought It: At its core, Ghiaia Cashmere was born from instinct—and that instinct feels even more pronounced today as the label continues to thrive. The brand’s trench resonated hard with you all and it’s easy to see why: It’s gorgeous. Its waxed outer offers weather protection and it’s generously cut for layering so you can really start dressing.

What You Should Buy Next: Dammit, just buy everything from Ghiaia, it’s that good.

The Team USA Pick: J.Crew x U.S. Ski & Snowboard Heritage Anorak

J.Crew

x U.S. Ski & Snowboard Heritage Anorak

The Story: J.Crew’s Retro Après-Ski Collection Has Us Hoping for Snow Days

Why You Bought It: J.Crew’s capsule collection with U.S. Ski and Snowboard yielded some pretty excellent winter-ready pieces. The anorak was the standout for a lot you, and it was even a favorite of Brendon Babenzien, the brand’s menswear creative director. “[The anorak] is such a historical J.Crew item, and marrying that with the US colors and being able to put ‘US Ski’ on it feels really, really great,” Babenzien told GQ, and its homage to the US definitely has appeal ahead of the Winter Olympics.

What You Should Buy Next: We’ve curated a sick collection of skiwear for the next time you hit the slopes (or just want to partake in some apres-ski).

What were the main shopping trends among GQ readers in January 2026?

How GQ Readers Shopped In January 2026

January 2026 saw a fascinating shift in the shopping habits of GQ readers. While traditionally a month for post-holiday recovery and strategic investment pieces, this year’s data reveals a blend of mindful spending, tech-driven purchases, and a continued emphasis on experiences. Here’s a breakdown of how the discerning GQ man approached his shopping this January.

The Rise of ‘Quiet Luxury’ 2.0

The “quiet luxury” trend, already prominent in 2025, evolved in January 2026. It wasn’t just about logos anymore; it was about provenance. GQ readers were digging deeper into brand ethics, sustainability practices, and the craftsmanship behind their purchases.

* Focus on Materials: cashmere, merino wool, and ethically sourced leather dominated searches. Readers actively sought out details about fabric origins and production processes.

* Timeless Silhouettes: Fast fashion took a backseat. investment in classic outerwear – think tailored overcoats and durable parkas – saw a notable increase.

* Repair & Restoration: A surprising surge in searches for cobblers, tailors, and leather repair services indicated a commitment to extending the life of existing wardrobes.

Tech & Gadgets: Beyond the Hype

Tech remained a key category, but GQ readers weren’t chasing every new release. They were prioritizing genuinely innovative products that integrated seamlessly into their lifestyles.

1. Wearable Tech Refinement: Smartwatches focused on health and wellness (advanced sleep tracking, stress monitoring) outperformed those solely focused on notifications.
2. Home Audio Investment: High-fidelity audio systems and noise-cancelling headphones were popular, reflecting a desire for immersive experiences at home.
3. Portable Productivity: Lightweight laptops and tablets with extended battery life catered to the growing demand for remote work and digital nomadism.
4. Smart Home Integration: Readers continued to invest in smart home devices, but with a focus on security and energy efficiency.

Grooming & Wellness: Elevated Self-Care

The emphasis on self-care continued to grow. GQ readers weren’t just buying products; they were investing in routines and rituals.

* Personalized Skincare: Demand for customized skincare regimens, often based on DNA analysis or detailed skin assessments, increased dramatically.

* premium Fragrances: Niche perfumes and colognes with unique scent profiles outperformed mainstream brands.

* At-Home Wellness: Purchases of high-quality massage tools, aromatherapy diffusers, and meditation apps reflected a desire to recreate spa-like experiences at home.

* Men’s Haircare Evolution: Beyond basic styling, readers explored advanced hair loss treatments and scalp health products.

The Experience Economy Still Reigns

Despite economic fluctuations,GQ readers continued to prioritize experiences over material possessions – albeit with a more considered approach.

* Micro-Adventures: Short,immersive trips focused on local culture and outdoor activities were favored over extravagant international vacations.

* Skill-Based Workshops: Cooking classes, mixology courses, and woodworking workshops saw increased enrollment, reflecting a desire for personal growth and tangible skills.

* Exclusive Events: Access to private concerts, art exhibitions, and sporting events remained highly sought after.

* Wellness Retreats: Focused on mindfulness, fitness, and nutrition, these retreats offered a respite from the demands of modern life.

A Local Focus: Valladolid as a Case Study

Interestingly, data from Valladolid, spain (as reported by El Día de Valladolid in January 2026) showed a parallel trend.The city’s “Valladolid Consolida” program, aimed at attracting investment and supporting local businesses, saw a boost in engagement from GQ-demographic consumers. This suggests a growing preference for supporting local artisans and businesses that align with their values. Readers were actively seeking out locally made goods and experiences, contributing to the revitalization of the city’s economy. This highlights a broader trend of conscious consumerism and a desire to invest in communities.

Practical Tips for Brands Targeting the GQ Reader

* Openness is Key: Be upfront about your supply chain, manufacturing processes, and ethical practices.

* Focus on Quality & Durability: Emphasize the longevity and timelessness of your products.

* Personalization Matters: Offer customized experiences and tailored recommendations.

* Tell a Story: Connect with your audience on an emotional level by sharing your brand’s values and heritage.

* Embrace Sustainability: Implement eco-friendly practices and offer lasting product options.