When I fantasise about winning the lottery (which is more often than is probably healthy) I wonder what I would do with my time, what small bookshop or cafĂ© I would set up, to potter about in, spending the day obsessing about having the “right” clientele and making a small loss year after year.
I’ve decided now I would create a menswear shop to fill a hole in the market. Much like my desire to find or create the perfect magazine, this shop may not prove economically viable. But then if I’ve won the lottery that wouldn’t matter.
Here’s my business plan. All the suits would be made in Hong Kong by my current tailor and the facilities he uses. I can get a decent suit from him for around £150, but given that I would become a bulk customer, and I could offer him some share in the profits of the enterprise, I’m sure this amount could be negotiated down to nearer £100.
The shop would emphasise fit above all. To that end, it would carry a limited ready-to-wear line, but one with odd chest fittings as well as even – 39, 41 and 43 as well as 38, 40 and 42 – and with unfinished sleeves and trousers. The customer would pay a small surcharge on top of the suit price to have the sleeves and trousers finished for him to the correct lengths. He would also be encouraged to have the waist adjusted. All these adjustments would be done by a tailor on site, and priced at cost. If the suit costs me £100, I would hope to do this for under £200, with all the costs and overheads taken into consideration.
The ability to have a more accurate chest and shoulder measurement, and other parts of the suit adjusted cheaply, would mean that this ready-to-wear line would fit better than almost any other.
I am aware that most shops only carry even chest measurements because it is more costly and inefficient to carry them all. I would compensate slightly by narrowing the range available – perhaps going from 37 to 43 inches. Other retails outlets have to carry a wider range given their wider clientele, but the racks are always filled with 46 inch chest suits at the end of a sale. I would hopefully avoid that.
More than half the business would come from bespoke clothing – measured by the tailor in London (I might even do a little training myself in order to be able to measure customers accurately) and made in Hong Kong. Given that suits out there are turned around in less than a week, the whole process for a customer in London would not take more than two weeks.
The suit that arrives in London would be unfinished, to enable something approaching a second fitting with the customer in London. Also, all suits, particularly ready-to-wear, would be made with excess material in the jacket to allow for easy adjustments.
If the priority of the shop is fit, the second priority would be individuality. The ready-to-wear line would only include a handful of identical suits, perhaps one in each of the sizes. Each small group would vary from the others by the materials, linings and buttons, making each almost unique to that customer.
This really would be personal tailoring – unique and individually adjusted.
The shop of course would be a haven for the sartorially minded. It would include a small library of rare Apparel Arts issues and a seating area with free espresso for those who fancy hanging out, browsing the glen plaid swatches and considering their next purchase. There would likely be a shop tie and individual pattern of check, available only to the best customers.
These are more superficial considerations. But I think the business plan could work, and the shop would certainly be unique. As with my considerations on a new menswear magazine, if anyone has the money and the courage to help me launch something, do say!
Last Wednesday was very exciting. I got an email from my pal Ralph Lauren, informing me there was to be a “private sale” over the following five days – May 15 to May 19. In my experience these private sales mean that the items in the store are on sale, but not marked as such. The sales assistants will reluctantly admit that there is a sale, if pushed (see
Many of those attending a wedding this summer will feel they should have some sort of summery outfit, a linen suit perhaps, or at least something sporty in pale grey. Those who turn up in their dark blue business suit will probably feel a little underdressed, aware they didn’t make an effort. Yet they are probably the most correctly attired people there. 
Which is where the stroller comes in. This is semi-formal day wear, but given that everyone else will be in linen suits, it is still pretty formal. The stroller is a short jacket in dark grey or black, single or double breasted, with peaked lapels. Again, it is worn with striped or checked trousers in a contrast grey, and can have the same shirt, tie and waistcoat as mentioned.
I used to have a few shirts that I really liked but which did not fit especially well around the waist. They were bought in the days when I knew a lot less about fit and cloth (hard to imagine, isn’t it?), and while the neck, shoulders and sleeve were fine, the cut was simply too full from the chest downwards.
Thank you to all who took the time to fill out 
Pink and green works best as a shirt/tie combination: pale pink shirt, bright green tie. The tie I have is a sharp green polo tie, complete with small red insignia. I’m sure the red helps a little to harmonise with the shirt, but the pink and green themselves work wonderfully. Unusual, yes; but it works. I also have a dark green handkerchief with brown detailing that works just as well to complement an open-necked pink shirt. Red and green are of course contrasting colours, but they are too strong on their own to pair off well. With the red diluted into pink, it works.
Which segues nicely into purple and yellow, as they are also contrasting colours (for those who can’t remember art class, a primary colour’s contrasting colour is the result of mixing the other two primaries). Now purple and yellow are hard to match in a shirt and tie. I have one very pale yellow shirt that does work with a dark purple tie, but I think the two are best put together in bright but separated combinations – shirt and pocket handkerchief or socks and tie/handkerchief/shirt. Mostly I think yellow works best as the first of these pairings. Try a purple paisley handkerchief with your yellow shirt; or bright yellow socks with an otherwise sober purple tie.
My last combination is less unusual, but it is a perennial favourite. All too often I feel men reach for a drab or washed-out tie to go with their blue shirt – grey, black or a pale version of one of the colours above. Instead, try a brown tie, perhaps with a white stripe. The richness of the colour is unusual and draws the eye; the same works with a brown handkerchief (perhaps yellow/orange pattern) to an open-necked blue shirt. The same rule applies to brown shoes with a blue shirt, as is often said. The Italians like brown shoes they hardly wear anything else. Black is reserved for formal wear. Get a nice pair of chocolate Oxfords and you may find yourself doing the same.
Thank you to all of you that took the time to respond to the question I posed in my last posting, on the best material for odd trousers – something between flannels and jeans. You’ll be pleased to hear that I found a good compromise in a pair of dark khaki cotton trousers from Zara. Not the most luxurious pair in the world, but then they are an experimentation still. The next pair may be made by Mr Tam in Hong Kong.
Given the obvious readership and interest there is in this blog, I thought I would throw a question out to the audience for the first time. I’m fascinated to hear people’s suggestions on a clothing situation of mine, rather than submit my opinions to you consistently. 







