Sarah and Sandeep take us through their journey of bridging the gap of bespoke clothing in the Indian market with SS Homme – Sarah and Sandeep, their views on different aspects of the fashion industry and the USP of their brand.
1) How did SS Homme – Sarah and Sandeep begin, what’s your story?
SS HOMME – Sarah and Sandeep was founded in 2012 by Sarah and I as a luxury bespoke label. We witnessed a gap in the market in terms of the bespoke service and fit in India. We realised that bespoke clothing is essential for the diverse body types of Indian men and decided to do the necessary research and create a label here that could directly compete with the quality standards of Savile Row, London. We have since evolved into an Indo-Fusion design house for men that is committed to new-age designs and geometric identities perfected with the bespoke service.
2) What is it about mens wear designing that you enjoy most?
Menswear design is intriguing and challenging. Men usually know what they want so it can be a challenge to mould their style. They also prefer functionality over form and are willing to experiment with different silhouettes. By designing for men, we have been able to maintain our minimal design aesthetic and at the same time experiment with new-age geometric designs.
The Indian bespoke market is constantly evolving with the demand for bespoke clothing on the rise. Men are becoming increasingly fashion forward and are realising the value of a bespoke garment and service. Another growing trend in the Indian fashion industry is personalisation especially amongst the to-be grooms. The service aspect still needs to improve and we hope that SS HOMME – Sarah and Sandeep is a benchmark for all the upcoming bespoke brands.
4) What is it about your new collection that sets you apart from other mens wear brands?
Every SS HOMME – Sarah and Sandeep collection is created by pairing a distinct theme with the signature SS HOMME – Sarah and Sandeep aesthetic and new-age geometric designs. Sarah and I also pay a lot of attention to the functionality of the garments produced. Our Autumn/Winter 2018 collection is bolted together from the mysterious depictions of esoteric art and is inspired by an East meets West touch which constructs futuristic identities. Focusing on geometric symbolism and eastern silhouettes, the entire collection aims to construct a typical attire for the au courant gentleman.
5) Where do you draw inspiration from to come up with new collections?
We have a thorough research stage prior to the design stage for every collection. The research conducted gives us insights about the upcoming trends for the season. We draw inspiration from themes that are popular in contemporary art and conceptualise one theme for the entire collection that works well with our design aesthetic.
Men’s bespoke clothing in India is growing at an unprecedented rate and it will continue to do so with men becoming increasingly aware of the level to which customisation is possible. Since bespoke garments are made from scratch, it is also essential to keep in mind the newest innovations in fashion technology before picking out your bespoke suit.
7) Are there any misconceptions about bespoke mens wear that you would like to address?
It is important for Indian audiences to be aware of the intricacies of the bespoke process. A large number of consumers confuse Made to Measure with Bespoke. Made-to-measure suits are machine cut using standard-sized base patterns and are adjusted to the customer’s measurements. A bespoke suit is handcrafted and the pattern is cut from scratch with multiple fittings offered to the customer during the construction process to achieve the perfect fit. The bespoke process also involves a fabric selection stage where the customer picks out the fabric that they wish to adorn in the form of a suit.
8) How important is it for men to be groomed and well dressed in today’s day? Any tips fro men out there?
Being fashion forward from top to toe has become the new fad among men. They have certainly become more abreast with the on-going trends and are willing to experiment with contrasting colours, asymmetrical silhouettes, embroidery and prints. I personally feel that in today’s times, being well dressed has become a prerequisite to looking dapper. Keeping it classic yet elegant with just the right fit is my go-to tip for all men.
The business side is crucial to fashion. You can be creative when creating designs but you need to also cater to your audience and consider what the market demands.