Abstract: A method of doing business in the eveningwear industry includes providing a line of male eveningwear attire including comfortable, jean cut pants having belt loops, contour belts and modular belt buckles that are removably attachable to the belts. The modular belt buckles are each provided with a display face that exhibits a distinctive and conspicuous visual characteristic, such as a color or a pattern that visually matches a woman's formal attire. A selection of a plurality of different types of the modular belt buckles are preferably made available, with each type exhibiting a different conspicuous distinctive visual characteristic on its display face. In addition, the line of male eveningwear attire may include shirts having distinctive plackets that have a darker appearance and adjacent areas of the shirt, so as to create an illusion of a tie with no tie being present. The male eveningwear attire may thus be marketed without ties, providing a significant competitive advantage.