Macy's: Who dis?

In other semi-surprising private label brand news, Macy’s has launched Mode of One, a “new contemporary menswear brand designed for the individual who sees style as a powerful form of self-expression” featuring “a range of high-quality must-have items from elevated everyday essentials to statement-making designs, all with a focus on impeccable fits and proportions”. Never categorized as a cool brand, could this help Macy’s become cool?