MEDIA |
JULY 2022
the POWER of Putting on the DOG
John Russel Jones
There was a time when a businessman was expected to show up in a suit. While the last few decades chipped away at that rule of gentleman’s style, the last two years have positively taken a sledgehammer to it: Sweats! Joggers! Athleisure! Working-From- Home may have helped us get through a pandemic, but it did some serious damage to men’s sartorial splendor. Influencers and celebrities created lockdown selfies, “hashtagging their ’fits,” while creating a purposefully disorganized approach to dressing. Dress codes have changed, but men of style recognize this moment for what it is: a chance for the rules to be shaken up a bit, aired out, and updated.
Anyone who works fashion retail is required to take a leadership role in matters of style. First impressions still matter, and when a customer walks in the door the first thing they should see is someone who projects authority and sophistication, somebody that they can trust to guide them as they invest their hard-earned dollars in a perfect jewelry purchase.
Anyone who works fashion retail is required to take a leadership role in matters of style. First impressions still matter, and when a customer walks in the door the first thing they should see is someone who projects authority and sophistication, somebody that they can trust to guide them as they invest their hard-earned dollars in a perfect jewelry purchase.
We’re not much for hard and fast rules about dressing: Styles change and horizons widen, (waistlines expand and hairlines recede) so it’s best to keep a few organizing principles in mind.
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TAKE CUES FROM YOUR CUSTOMERS
If every guy that walks into your shop is wearing a T-shirt and board shorts, don’t be seen as the guy in the dusty suit that never sees the light of day. Wear a brightly colored shirt and trade out the suit for a trim blazer and dark denim jeans. Invest in statement sunglasses, even if they spend most of their time tucked in the jacket’s breast pocket. On the other hand, if you’re set up in your town’s financial or judicial center, invest in the best quality suits you can afford and keep a selection of white French cuff dress shirts at the ready to model the very latest in cuff links.
AUTHORITY FIGURES
Find a newspaper, magazine, or website with editors and style pages that really speak to you and follow it regularly. Set up a Pinterest account and keep track of favorite looks: Review this inspiration before you go shopping or, more importantly, when you’re about to buy something on a whim, or just because it’s on sale.
ELEGANCE NEVER FADES
Don’t get carried away, but remember, you are selling dreams and luxury. Nobody will fault you for wearing that cashmere sweater you’ve had your eye on. Invest in items with classic style that, to borrow from Giorgio Armani, aren’t about being noticed, but about being remembered.
A FITTING END
Just because a garment is the right size doesn’t mean that it’s the best fit for your body. Pay attention to proportions. Does it really flatter your build? Find a salesperson or a buddy who’s style you admire and ask for an honest opinion. Find a tailor you can trust and spend a few extra dollars to have even casual clothes fitted to your specific measurements. Rules were made to be broken, but principles last forever.
