Suistudio will open their first US store in New York City at the end of October.The race is on, with big brother Suitsupply, to spread out across the States. Suitsupply has rolled out 84 stores internationally, to support their uber successful webstore. These siblings are bringing their customer praised in-store experience and while you wait tailoring to every major city.
Having inherited the racy gene from big brother, Suistudio launched the season with a powerful message: We’re #notdressingmen, featuring model/fashion icon Rianne ten Haken. Echoed through the collection, it’s pretty clear that the brand seeks absolute equality. Taking women’s suiting every bit as seriously as men’s and asserting this collection is stand alone strong.
Powersuiting is not just a buzzword to Suistudio and the proof is in the details. The winning formula is their vertical integration, which allows for a luxurious look and feel, at more attainable prices. Beginning with the design process, straight through the customer’s purchase, it’s all in their own hands. They combine high quality Italian fabrics like Vitale Barberis Canonico and Ferla (mills from the Biella Region) with expert tailoring that is hand-finished. The result, a power suit.
Suistudio recently launched their online store, and it’s already proving to be successful. The key to customer satisfaction is not only the true to size fit, but also offering both “the now” and “the classic” suit styles that women have been asking for.
CEO/Founder Fokke de Jong: “We’ve been asked consistently for a long time to make a women’s collection. Our brand is about bringing high quality product for attainable price points. It isn’t a snap your fingers and done sort of project. After years of preparation, I think we finally nailed it. A perfect fit that our customers are excited to wear.”
FROM DISCUSSIONS WITH KRISTINA BARRICELLI, VP SUISTUDIO USA:
Q: Is the “Not Dressing Men” campaign making a statement about gender flipping?
A: The Suistudio woman has just moved into the neighborhood and while she has an interesting story to tell, that’s really all she is doing, telling her story. Labeling her as flipping a gender puts too much emphasis on flawed impositions that have been put on the sexes for far too long. She is powerful, confident, and proud of herself. She also has a naked man in her apartment.
Q: Are we going to see more sexually charged campaigns, as with Suitsupply?
A: Just like we are seeing in this campaign between the man and the woman, Suitsupply & Suistudio are independent of each other, yet they coexist. We are excited to learn about the Suistudio woman and what she might be doing, or where she might be going. She is interesting and free to do whatever she wants, including a sexually charged evening or marathon watching a tv series on the sofa. That’s really up to her.
Q: Why are we seeing sexuality mirrored throughout fashion campaigns?
A: Let’s face it, we aren’t dressing just to keep ourselves warm. If you are, then there are less expensive ways to go about that.