WHY IT’S TIME TO GO MADE TO MEA­SURE

WE CATCH UP WITH HEIKO IHBEN, DI­REC­TOR OF BRAND AND CRE­ATIVE MAN­AGE­MENT FOR HUGO BOSS, TO HEAR WHY EVERY MAN NEEDS A MADE-TO-MEA­SURE SUIT.

GQ (Australia) - - THE SOURCE -

Own­ing a madeto-mea­sure suit is up there on the bucket list along­side scal­ing Mount Ever­est and an in­ti­mate ex­pe­ri­ence with a su­per­model – pre­sum­ably, not at the same time. Truth is, few things match the sen­sa­tion of a gar­ment that per­fectly fits your body, and the abil­ity to add per­sonal touches – a sub­tle mono­gram here, a cus­tom lin­ing there – make a tai­lored suit one of life’s great in­dul­gences Aus­tralian men know the virtues of per­son­alised tai­lor­ing – which is why Hugo Boss has launched its Made to Mea­sure ser­vice down un­der. The brand has cre­ated an exclusive area in its Sydney flag­ship store, where men can hone their in­di­vid­ual style with per­son­alised suits, shirts, ties and ac­ces­sories. It’s a big in­vest­ment – not just in floor space, but in the Hugo Boss staff, who’ve been whisked off to a made-to-mea­sure boot camp, learn­ing to take 60 body mea­sure­ments (the German brand claims it’s far more than Ital­ian com­peti­tors) to form a per­fectly fit­ting suit. The train­ing’s also de­signed to help them guide cus­tomers to­wards a style that brings out their per­son­al­ity. Hugo Boss’s Heiko Ihben thinks Aus­tralian men are prime can­di­dates for the ser­vice. “Australia is a strong mar­ket for us,” he ex­plains, “and our cus­tomers want their own in­di­vid­ual style and mul­ti­ple pos­si­bil­i­ties. We need to hit that de­mand, es­pe­cially with re­gards to fit.” But the ser­vice is about more than just get­ting a new suit – it’s about the ex­pe­ri­ence. “It’s the search for the per­fect suit – that’s what you get with made to mea­sure,” says Ihben. “Ev­ery­thing is in­di­vid­ual. You pick the lin­ing, but­tons and pock­ets, and every stage is unique, from fit­ting through to de­liv­ery. We pair cut­ting-edge tech­nol­ogy with hand crafted pre­ci­sion and work­man­ship. And then it’s about the best pos­si­ble ser­vice. We cre­ate spe­cial pri­vate ar­eas. It’s im­por­tant to en­joy the ex­pe­ri­ence, to have time to re­lax and feel com­fort­able. Our spe­cial­ists have reg­u­lar coach­ing at the HQ in Ger­many and on­go­ing train­ing to cre­ate an un­for­get­table ex­pe­ri­ence.”

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