How Suitsupply Became a Go suitsupply article
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How Suitsupply Became a Go suitsupply article
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"We shifted the whole category upside down," Suitsupply CEO Fokke de Jong told Business Insider. Suitsupply holds up that article as evidence of its approach to keeping costs down with vertical integration and what it calls "destination" stores — locations that are off the beaten path and away from major shopping thoroughfares, like its rooftop store in Chicago and its villalike store in Greenwich, Connecticut. Suitsupply Vice President Nish de Gruiter says this risk-taking attitude also comes through in its suits, which are cut slimmer and tailored to be a little more experimental than those of traditional suppliers. Suitsupply may have hit US shores at a good time — just when American men were finally waking up to the importance of both wearing a suit and how important it is to fit well, de Jong said. Suit sales in the US grew 10% from 2009-13, according to Fortune , and it's possible that Suitsupply's irreverent take on the serious classic propelled it to the forefront of the trend. How Suitsupply Became a Go suitsupply article
How Suitsupply Became a Go suitsupply article
Suitsupply considers itself a bit of a nonconformist and has been known for its provocative ad campaigns — one too hot for London that was later banned , and another that caught flak in America that showed women in bikini tops in censored and uncensored versions . "We've proven that we can make a product that's a lot higher in quality than people would normally expect for the price," de Jong said. "And I'm not saying a little bit. It's a lot." Suitsupply attracts the man looking to buy his first decent suit without breaking the bank. The suits start at $500, trending upward based on fabric and style choice. suitsupply article But it doesn't only attract first-timers — even fashion industry icon Tim Gunn shops there, as he says it gives him options with quality fabrics to "have fun." "Because if I spend thousands on a suit, I'm going to have to wear it over and over again," Gunn told Business Insider in January. Shortcuts Account icon An icon in the shape of a person's head and shoulders. It often indicates a user profile. Profile Newsletters FAQs Subscription Log out Insider events Access interviews, panels and Q&As View upcoming events Premium Pitch deck library 150 industry-proven decks Browse the library Premium Salary database Pay grades at top firms Search the database Premium The Inside Story How our reporters write their stories Discover now Premium Corporate org charts Leadership & department guides Learn more Newsletter preferences Sign up to get the news you need Edit preferences Premium articles Subscriber-exclusive content Explore Premium Get the Insider App Click here to learn more US Markets Loading... H M S In the news Close icon Two crossed lines that form an 'X'. It indicates a way to close an interaction, or dismiss a notification. Chevron icon It indicates an expandable section or menu, or sometimes previous / next navigation options. HOMEPAGE Subscribe Subscribe Home Chevron icon It indicates an expandable section or menu, or sometimes previous / next navigation options. Finance How a startup from Amsterdam turned suit-buying upside down to become the go-to brand for American guys Dennis Green 2016-09-14T13:45:30Z Facebook Icon The letter F. Email icon An envelope. It indicates the ability to send an email. Twitter icon A stylized bird with an open mouth, tweeting. Twitter LinkedIn icon The word "in". LinkedIn Fliboard icon A stylized letter F. Flipboard Link icon An image of a chain link. It symobilizes a website link url. Copy Link A Suitsupply store in Dallas, Texas. Suitsupply It's not glamorous. There are no fancy Fifth Avenue storefronts or Fashion Week shows. Even its name sounds more utilitarian than upscale. But the European suit-maker Suitsupply has quietly made a name for itself as the place where convenience, quality, and price all meet — the place to reliably get a decent suit in a trendy cut. Founded in 2000 in Amsterdam, the company landed in New York 11 years later and made a bit of a splash. GQ called it the " JetBlue of suits " for its aim to provide better service and quality at a lower price point. Suitsupply uses imported Italian fabrics, sews its suits in China, and includes details you'd usually only find in suits that cost twice as much, like functioning button cuffs. De Jong compares Suitsupply's model to the way H&M and Zara brought more affordable clothing to a segment of the population — Suitsupply is just doing it in a higher tier of the market. "We base our store locations out of our online sales," de Jong said. "We have a very strong online business in the US, and that's a good pointer on where we want to be with our stores. what is news article example "