It took nearly 30 years for Catherine Morrissey and her mother Susan White Morrissey, founder of White & Warren, to offer menswear. But they believe that now is the right time to take the plunge.

Susan White Morrissey launched the women’s upscale cashmere and knitwear brand in 1997 centered around the concept of creating beautiful, high-quality cashmere pieces that felt luxurious but were meant to be lived in, her daughter said. “And that is still our goal today.”

Since the beginning, her father, the late Kevin Morrissey, the longtime executive vice president and general merchandise manager of menswear for Macy’s, had been telling his family that women buy the bulk of the apparel for the men in their lives.

“He was always pushing us to do men’s,” she said. So as the company strategizes on where its growth will come from in the next 30 years, it was finally time to take his advice.

“I’ve really been thinking a lot about the next chapter and how we continue to build out the world of White & Warren, ultimately for our core customer which is predominantly female today,” Catherine Morrissey said.

So on Thursday the brand will introduce a capsule collection of six men’s pieces in 16 colorways. They include a 12-gauge cashmere crewneck, polo, cable crewneck and quarter-zip, as well as a cashmere-blend waffle crewneck and a merino wool shawl cardigan. The pieces, which are similar to what is offered to women, but with a distinct men’s flavor, include White & Warren’s signature contrast tubular detailing on the back neck and bar tabs.

The polo, crew and half-zip will retail for under $500 while the other pieces will sell for $595 to $995.

Catherine Morrissey said the launch collection will be targeted to women, who they’re hoping will purchase it for the men in their lives for the holiday season.

“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].”

For spring, the men’s collection will be expanded into an assortment of cotton cashmere as well as 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,” she said.

The launch capsule will be offered both online on the White & Warren commerce site as well as through select stores that carry both men’s and women’s. In 2027, they hope to expand the distribution into men’s specialty stores.