In a few sentences, how do you describe what you do?
I’m a doctor in a way. My philosophy is that I have to ‘cure‘ that person, the man who’s wearing that jacket, by making them happy. I don’t care about the fashion, I don’t care about the product. When a customer comes in I look at him as a psychologist, like a barber even. I’m trying to capture the style within my customer and then I try and make for him the right clothes to dress his innate style.
You are presently causing somewhat of a revolution in style.Why do you think you are here in this moment in time, in this moment in history?
It’s some kind of a mission. I want to change the world of the men’s classic. But it needs to be retaught. If we were in the 30s, you could have said we are being futuristic. But today we live in the future. We have exchanged our origins for our influences. And this is how the new generations are starting to be the real main players in this game. The average age of my customers dropped in ten years from 50 to 30! This means I am now growing all my future customers.
Today, style is not set by big money. Money perhaps buys a brand. That’s boring. Today people are adept at forming their own personal opinions about style, and many are returning to the authentic eclecticness of the ‘real gentleman’. This is one of the reasons I am putting my face behind my design, to reinforce this process and let people see there is someone real fashioning their style ethos.
What is your favorite word?
Run. you always see people being stuck. Even on an escalator I keep walking, I don’t let myself be taken somewhere, I’d rather go there myself every time and if people want to follow, let them.
What turns you off?
I’II hate people that are stuck. That let things happen to them, instead of taking action for themselves.