While many pure men’s wear players are struggling to adjust to shifting customers’ habits, Sant’Andrea — the brand launched for fall 2018 by storied manufacturer Saint Andrews SpA — is betting on its heritage and craftsmanship as it unveiled this week a new space dedicated to bespoke projects at the company’s showroom, in Milan’s tony Via Bagutta.
Dubbed the Gentlemen’s Room, the space “matches the brand’s identity with a charming place and its design elements” said Saint Andrews’ chief executive officer Pier Luigi Canevelli. The manufacturing company based in Bellocchi di Fano, in Italy’s Marche region, was fully acquired in 2006 by woolen specialist Trabaldo Togna.
The room dedicated to bespoke projects offers private customers the chance to experience the creation of tailored suits from a privileged standpoint. The space is furbished with design pieces spanning from the Taccia lamp by Achille Castiglioni to a peacock blue velvet sofa by Gio Ponti. An impressive Seventies tapestry by Afro Basaldella, which features rusty tones of tangerine, burgundy and chocolate brown hangs on the wall across the entrance. Canevelli explained the artwork also inspired the brand’s 2019 pre-fall collection.
Enhancing the experience during private appointments, clients will see tailors cutting the fabrics, sewing and ironing the tailored suits in front of their eyes. “Our aim was to transfer the idea of beauty through the cut in the wall, which reveals the human touch of the artisans,” Canevelli explained.
The executive noted the bespoke project adds a new asset to the brand in order to expand its global reach and while already well developed, the aim of the new space is to enhance this side of the business. “Our clients’ base is already very strong, and we wanted to offer them a special place, but we hope to reach new customers — by word of mouth and through social media,” Canevelli said.
Along with made to measure, Sant’Andrea offers seasonal ready-to-wear collections. A timeless three-piece pinstriped suit with shrunken proportions, as well as a wool, parka-style overcoat lined with cashmere from the brand’s pre-fall collection were particularly appealing.
The brand will present the fall 2019 collection, its third, at the upcoming edition of Pitti Uomo. “We’ve been aware of our manufacturing assets for so long when the company’s stakeholders had this ambition to try with our own brand,” Canevelli said about the reasons that brought Saint Andrews to launch its own label. The company also serves as third-party manufacturer for a range of Italian and international luxury labels.
Available in around 200 retailers worldwide, Sant’Andrea relies exclusively on the wholesale channel and it’s not planning a retail expansion for the time being. “Our goal is to gain new doors while selecting them carefully,” Canevelli said, mentioning Northern Europe, Russia and the Middle East among the best performing markets, and the U.S. as one of the company’s top priorities.