An in­ter­view with Adam Brown.

Neue Luxury - - Front Page - By Neue Lux­ury


Cre­at­ing men’s beach and swimwear since 2007, Or­lebar Brown is based on the tai­lored sim­plic­ity of a well cut suit. A re­lief from the ubiq­ui­tous baggy shorts of re­cent decades. The brands in­au­gu­ral re­lease of prod­uct in­volved only four styles, four sizes and five colours, a mod­est but po­tent of­fer­ing. Since its in­cep­tion, Or­lebar Brown has snow­balled into one of the world’s most in­spir­ing mens brands sold in iconic depart­ment stores across the world. Neue Lux­ury spoke to Adam Brown about the suc­cess of his brand and con­sumers chang­ing ex­pec­ta­tions. NEUE LUX­URY: Con­grat­u­la­tions on the suc­cess of Or­lebar Brown, you must be pleased with the brand’s tra­jec­tory? ADAM BROWN: We are on a fan­tas­tic jour­ney that started from a de­sire to make some­thing that we knew wasn’t in the mar­ket. Every day we are on a ver­ti­cal learn­ing curve and we strive for per­fec­tion and ex­cel­lence in every­thing that we do. Our at­ten­tion to de­tail is sec­ond to none. So es­sen­tially we are al­ways find­ing things to im­prove on. We hope we are build­ing the foun­da­tions of a brand that has a long fu­ture ahead of it. NL: Do you think that the ex­change of knowl­edge is an im­por­tant in­gre­di­ent in our re­la­tion­ship with lux­ury? AB: Yes, but I al­ways be­lieve that an ex­change of knowl­edge in any area of how we live, what we do and why we do it is an im­por­tant in­gre­di­ent to truly un­der­stand­ing any­thing. Our cus­tomer is very in­tel­li­gent and ed­u­cated about all as­pects of their lives, why would they not ap­ply these same rules to their re­la­tion­ship with lux­ury? True lux­ury for me says some­thing about in­tegrity, prove­nance, con­sid­er­a­tion, a con­fi­dence and ser­vice. For me the ul­ti­mate Lux­ury is au­then­tic­ity and orig­i­nal­ity and the time to find and con­sider both. NL: How has your per­spec­tive on lux­ury af­fected the choice of ma­te­ri­als in your own work?

AB: The ex­cit­ing part of what we do is find­ing the ma­te­ri­als to help us cre­ate our col­lec­tions. I think this can mean the most clas­sic of fine cot­tons or the most in­no­va­tive of quick dry man-made fab­rics. I don’t just equate lux­ury with na­ture, I think that tech­nol­ogy al­lows us to cre­ate the very best prod­ucts that per­form in the way we need and want them to. NL: How has your re­la­tion­ship to, or per­spec­tive on, lux­ury changed over the years? Why do you think that is? AB: In my younger days, whilst al­ways hat­ing ‘av­er­age’, I felt that lux­ury was some­thing slightly su­per­fi­cial, some­thing you could buy just by spend­ing money. Now I ab­so­lutely un­der­stand that it is some­thing far deeper, some­thing far more in­tel­li­gent and some­thing re­ally truly per­sonal. NL: Hav­ing grown up in Malaysia, Hong Kong and Ja­pan, how do you think that those cul­tures view lux­ury? AB: Al­though there is so much di­a­logue about the Far East and its re­la­tion­ship

or ob­ses­sion with ‘lux­ury’ and over re­cent weeks we have had the first signs that maybe this might be cool­ing off. For me I think it is un­likely that they are car­ing less about lux­ury, but just that maybe their un­der­stand­ing, be­lief or faith in lux­ury is evolv­ing. I think lux­ury started off be­ing associated with sta­tus and was some­thing quite dis­pos­able and im­ported. Now, it is much more about sus­tain­abil­ity and cel­e­brat­ing the best and most au­then­tic of lo­cal as well as global cul­ture. Just as with peo­ple from all over the world you can come into con­tact with the stereo­type who shop for la­bels and la­bels sake and cant get enough of it - but the Chi­nese and Ja­panese cus­tomers I have met have al­ways been far more con­cerned with where the prod­uct was made, why it has been made, what was the think­ing be­hind it and re­ally con­cerned with de­tail and qual­ity. They ap­pre­ci­ate, and are look­ing for bench­mark prod­uct, the spe­cial­ists in a par­tic­u­lar field who do their job the best - some­thing we strive to de­liver. NL: Why do you think that these cul­tures view lux­ury in this way? AB: I am sure the emerg­ing elites from these places have done their quick spend­ing and re­alised that this does not give any real sat­is­fac­tion and they have not ac­tu­ally bought lux­ury, just stuff. Now we are all far more canny and un­der­stand what re­ally gives a last­ing kick, what will re­ally stand the test of time. NL: Have you ever used the term lux­ury to de­scribe the ex­pe­ri­ence of your own work? AB: It is a lux­ury for me to be work­ing do­ing some­thing that I ab­so­lutely love and am pas­sion­ate about and I am lucky that I have a team around me who feel the same way. What could be more lux­u­ri­ous than wak­ing up in the morn­ing ex­cited about your work­ing day?

Or­lebar Brown cur­rently has three stand-alone stores in Lon­don (Not­ting Hill, Chelsea and May­fair) and is sold at ex­clu­sively at Har­rolds, Aus­tralia’s Lux­ury Depart­ment Store for Men.

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