Some Amsterdam(n) corporate show has made it to the states. You could say that it made it a while back, but NYC is an incubator for corporate retail sales as brands test the fickle (ha, that’s a joke) American preference.
No, I’m not talking about medical marijuana, although this may encourage many of my readers to stop immediately.
I’m talking about Suit Supply (from here on out, I’ll be calling it SuitSuppy, because I can and I because I think it’s hilarious; and no, you’re not expected to laugh). Originally from Amsterdam, the company has decided that sales in the US are apparently large enough that it will expand even more into middle America. If you want to look like you stepped out of a Sartorialist photo (or whatever knockoff blog kids are following these days) but happen to live in Texarkana, you can drive down the road to Dallas and pick up your gear.
Already set up in Chicago, Atlanta, Washington, NYC, and Philly, SuitSuppy will sell you that sprezzy look for, like a paycheck or something. Cheap, right? They’re moving into Dallas, Denver, Seattle, and Houston so middle America can get theirs for cheap as well.
I suppose hipper men will dole out the cash for a sport jacket that doesn’t quite fit and is generally kinda’ shitty but will SuitSuppy’s sales translate into middle America? Lets look at what they’re selling to Americans.
Don’t mind that this suit is slightly tugging at the model, it’s denim. Americans fucking love denim. Americans get their couches upholstered with denim. They get their cars upholstered with denim. They wear denim hats. Whatever green eggs and ham was to Sam (pre-conversion -- like Saul but maybe not as extreme), denim is the antithesis of that to Americans. By posting cruddy denim suits on tumblr, I know that people will reblog the shit out of that (it’s science). I don’t know if this translates to sales but I’ll run with it.
Americans run a lot so that explains why we are so fat.
Have you even noticed that you can’t tell if the suit fits well when the model is pseudo running? SuitSuppy has employed some sly dogs.
This jacket doesn’t fit. At all.
But most Americans don’t know that so they’ll just see a cloudy, but grand and shiny, ideal that they can purchase. Some shit about “‘bout that life” and a T.I. music video. People dreaming of being something else. SuitSuppy is selling something.
Good product? From what I’ve heard, it’s not the best. Good ideals? Yeah, I guess.
If I’ve learned anything from looking through clothing marketing ads for 20 odd years, I’d say that good ideals are the best way to sell your product; quality product be damned.
SuitSuppy also puts sunglasses on everything. They like circular frames which is eerily like...
It’s what I take away from SuitSuppy. This stuff is Willie Wonka. All loony and mod and quirky but still wealthy because being poor is only cool when you’re in really good shape and someone who is 30 years old doesn’t have time for sit-ups and 6am runs. SuitSuppy is for the middle American man who wants to stay ahead of the curve but awkwardly so because wearing a 3-piece suit in Dallas is definitively gross. (I heard bitches love butt-sweat stains?)
But do Americans want to buy Willie Wonka? That remains yet to be seen.
Will the Willie Wonka collection go live in the spring?
Will you be able to buy it in Pittsburgh?
Will Cincinnati stop smelling like roast beef?
Will you stop buying Long John Silver’s to fit into those slim wool trousers?
Will you buy Willie Wonka?
Will a SuitSuppy suit last longer than a Gobstobber?
Trick question, it won’t.*
Frankenstein shoes aren’t for rhetorical questions. They’re for leaving on the shelf.
Will cheapened Neapolitan sell in middle America? Yes, because we love bad things.
*heard from multiple sources on the street. I don't own any SuitSuppy so don't look at me.