Source: Business of Fashion
Summary
Huntsman, a 255-year-old Savile Row tailor, is expanding into the US market, targeting clients who are looking for bespoke clothing beyond logo-driven trends. The brand plans to open only two US flagships and will tightly control its wholesale distribution. Huntsman aims to offer high-quality, bespoke clothing to American clients seeking timeless style.
Our Reading
The trend returns with a new name. Huntsman’s bespoke approach to menswear, a stalwart of Savile Row for centuries, is now being positioned as a refreshing alternative to fast fashion’s logo-driven trends. The brand’s decision to limit its US presence to just two flagships and tightly control wholesale distribution is a calculated move to maintain exclusivity. This strategy is reminiscent of luxury brands’ efforts to control their distribution channels in the 1990s. Huntsman’s expansion into the US market feels like a deliberate step into the past.
Author: Evan Null
Bespoke Revival
Huntsman’s focus on bespoke clothing is a deliberate move away from the fast fashion trends that have dominated the US market in recent years. By emphasizing the value of high-quality, tailored clothing, the brand is positioning itself as a bastion of timeless style.
Exclusivity Reborn
The decision to limit Huntsman’s US presence to just two flagships and tightly control wholesale distribution is a calculated move to maintain exclusivity. This approach is reminiscent of luxury brands’ efforts to control their distribution channels in the 1990s, when exclusivity was a key component of luxury branding.
The Cycle of Luxury
Huntsman’s expansion into the US market feels like a deliberate step into the past. The brand’s emphasis on bespoke clothing and exclusivity is a nod to the traditional values of Savile Row, where Huntsman has been a stalwart presence for over two centuries.
A Familiar Playbook
Huntsman’s strategy is not new, but it is noteworthy in today’s fast fashion-dominated market. By focusing on high-quality, bespoke clothing and limiting its distribution channels, the brand is using a familiar playbook to establish itself as a luxury player in the US market.
Timeless Style
Ultimately, Huntsman’s expansion into the US market is a bet on the enduring appeal of timeless style. By emphasizing the value of high-quality, tailored clothing, the brand is positioning itself as a destination for clients seeking clothing that stands the test of time.
