European suit supplier extols virtues of good fit from new Dallas flagship store
Suitsupply opens a 6,700-square-foot Dallas flagship at Uptown’s West Village on June 18, with the goal to show local gentlemen how a suit ought to fit. The celebrity-beloved clothier — Bruno Mars, Scott Disick and Owen Wilson are fans — intends to do that by offering customers “European styling.”
“European styling is something that fits properly,” says CEO Fokke de Jong. “When something fits well, it doesn’t carry excess fabric, nor is it so tight that you can’t move in it anymore.”
De Jong adds that sleeve, jacket and pant lengths are crucial to a well-fitted suit. Suitsupply uses only Italian fabrics, thus incorporating traditional Italian details like working buttonholes, boat-shaped chest pockets, after-dinner split and cotton-lined pant interiors.
The quality comes at an approachable price point: the Blue Line, made of super 110’s wool, starts at $399. Red Line suits, which feature super 150’s or cashmere blends, start at $999.
Personal tailored selections run between $799 and $2,000. This option allows for customers to choose from 2,000 fabrics, including Artisons, Drapers and Vitale Barberis Canonico.
To ensure the customer service experience aligns with the quality, all sales associates go through “Suit School” to learn about suiting, production, proper fit and pinning. An onsite tailor can take care of minor alterations while shoppers wait, use the free Wi-Fi, or enjoy an espresso or beer. Larger alterations are guaranteed within three days.
De Jong says that when it came time to expand, Dallas was on the top of the list. The brand already has a strong client base in Dallas, who either buy the goods online or at the shop-within-a-shop at Stanley Korshak.