by ALEX WOODHALL / 18TH SEPTEMBER 2015
You say it’s quite organic, but are there any future plans, any new additions on the horizon?
Again because of the jackets we sell, it’s been suggested that we start making collarless shirts, and for me they’re about to take off and go mad, everyone’s going to be wearing collarless shirts. Hopefully we’ll be ahead of the trend as we’ve sampled a few and gone into production and they’re the next thing for us.
Does it change quite regularly then? Is it not cyclical?
Depending on the fabric. It’s normally always possible to find a grey knit so with regular styles we can get repeats. But with really unusual fabrics, we might just be able to buy a couple of meters and that’s it, we can’t buy anymore. It really just depends on what the fabric is. In general no, we normally can’t do repeats but if it’s a supplier we know well and we say “you gave us 100 meters, if you have somebody go off on you, can you make us a bit more?” Then sometimes we can get it. Or maybe if a wedding customer ordered a particular style and they liked a particular style and they say they want more of it. We might be able to find something similar but not exactly the same shade. So really, in general we can’t normally get the same fabric again, but we’re quite flexible and we know lots of places and are often able to sort out something very similar.
So how would you describe your archetypal Sir Plus man?
They’ve got to appreciate quality and good design, be a little bit eccentric, know what works with what – so the colour palette really works, you don’t want a pair of black shoes with bright blue trousers – doesn’t take themselves too seriously and appreciates the design of our clothes and hopefully buys into the breath of it. We’ve got loyal customers, who buy one thing and really appreciate it and keep coming back. There’s a lot of repeat customers and a lot of word of mouth, which is brilliant: a) because we’re doing something right and b) because it’s the cheapest form of marketing. I know that if we sell good products and keep customers happy, they’ll recommend us to others, which is great.
A bit about yourself, how would you describe your own daily style, is it as quintessentially British as your brand?
Obviously I like wearing my own clothes. I think it’s nice to dress up for an occasion, or dress down for an occasion, for that matter. Or wear a funky shirt or do whatever your feeling. I certainly know that when you think about what you’re wearing and you have a nice new purchase, you feel like your bossing the day. I guess making a bit of effort and having at least one thing that’s unusual, stands out and making an impression is important.
Is there a particular style icon you look up to?
There are so many clichés about Steve McQueen and Mick Jagger and all of those people but I wouldn’t say I look up to them in that sense. If I see them in a magazine you think they’re cool, but women have somebody like Alexa Chung who they’ll follow, and if she buys a bag they’ll go out and buy it themselves, I don’t really think that men have somebody like that, or I certainly don’t. I never kind of look at somebody for inspiration, so in that sense probably not but there are people I think looked cool and knew how to dress.
Final question, what would you say makes a man a gentleman in the modern day?
It’s all about having good manners really, and just being considerate, it sounds a bit cheesy doesn’t it? Maybe a good thank you letter and a bit of charm as well – charm goes a long way.