ELEGANT AND YOUNG
THE PORUGUESE FASHION BRAND OPTS FOR COOL OVER CLASSIC
PORTUGAL’S RENOWNED FASHION BRAND Sacoor Brothers continues to grow. A few weeks ago it re-opened the doors to its outlet at Dubai Mall touting a fresh new blend of novelty and modernity but staying true to its orginal aesthetic: elegant, exclusive and refreshing.
“The customer needs to have the best experience ever, and we’re moving to focus on cool more than classic now,” Moez Sacoor, the youngest of the four who represent the eponymously named
brand, tells CEO Middle East about the relaunch of the outlet in Dubai’s most fashionable shopping destination.
The focus on a younger clientele coming of age involves a number of new ideas: “Lighter fit outs in our clothing, a new in-store service that promotes healthier living, galleries and music featuring young artists... it’s a whole story,” he said.
The brand’s experise in suiting remains central to its appeal, however. They are, after all, the one item Sacoor says his luggage always carries when he travels, “There’s always a need to be at my best, which means there is always a need to wear a jacket with some nice trousers,” he says.
The travel suit he predicts is something the brand’s customers will soon swear by, and something that “I use a lot,” he confesses.
“It has a combination of many pockets and the fabric allows comfort by being able to stretch. Nowadays people want to look comfortable but also elegant, so they wonder if they can wear a suit in an airplane. I tell them ‘yes, of course!’”
All this is possible because the brand continues to innovate, according to Sacoor. “It’s something we believe in, the attitude to match the occasion. It’s why we believe you don’t need to remain simply classy, you can be cool,” he says. – Shayan Shakeel