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.
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.”