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Men’s wear classics with a modern twist. That’s what has helped Todd Snyder, Tim Coppens and Ovadia & Sons to emerge as some of the best new talent in men’s wear today.
This story first appeared in the April 5, 2012 issue of WWD. Subscribe Today.
“The men’s wear industry is all about nuances,” said Snyder, whose background includes stints at Ralph Lauren and J. Crew. “There are no new skirt lengths” or other dramatic changes to spur sales. Instead, it’s all about subtle shifts on basics. Snyder attributes his success to his unique take on “classic Americana” or “the juxtaposition of taking utilitarian styles and making them luxurious.”
Coppens, who was born in Belgium and worked for Ralph Lauren’s performance line, RLX, acknowledged his background was “more technical,” but still centered around “classical fabrics and silhouettes. You can take one of my pieces and combine it with a pair of Levi’s,” he said, noting that his namesake line “has nothing to do with performance.”
Ovadia & Sons, which is designed by twin brothers Ariel and Shimon Ovadia, offers a comprehensive collection of men’s wear classics “inspired by the Old World,” according to Shimon. “We borrow from the past and reinvent it for today.” His brother added, “When we build and design a collection, we’re the customer. We ask ourselves, ‘What do we want to wear?’ But our customer can be a young, cool guy or someone 70 years old. It’s classic clothing with a modern appeal.”