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<text id=90TT3099>
<title>
Nov. 19, 1990: Bonfire Of The Business Suits
</title>
<history>
TIME--The Weekly Newsmagazine--1990
Nov. 19, 1990 The Untouchables
</history>
<article>
<source>Time Magazine</source>
<hdr>
BUSINESS, Page 83
Bonfire of the Business Suits
</hdr>
<body>
<p>An old-fashioned American icon gets a makeover
</p>
<p> The sack, as suit, is fading fast, just as the sack, as
fate, is becoming more common. All the brooding talk of
recession and employment cutbacks has hit the men's fashion
industry where it has hit the economy: right in the middle. The
staple of the business--the standard two- or three-piece suit
that fits around the average frame as trimly as a swath of
burlap around 50 lbs. of Pillsbury--has lost its allure: too
drab, too ordinary and, in an approaching crunch, too
superfluous. What's already in the closet is good enough for
now, and if it's not--if a man has the cash and a need for
flash--he's reaching way upscale, to Armani and Ralph Lauren
and the heady heights of bespoke tailoring. The Europhile
tailored look that belonged to the hard-eyed Gordon Gekkos of
this world is moving into the mainstream.
</p>
<p> This leaves the time-honored bastion of sartorial
conservatism--the merchants of the midrange $400 business
garment--scrambling for a new look and a fresh idea. The trend
is against them and so, for the moment, are the numbers.
Hartmarx Corp., which owns middle-income retail stores like
Wallachs in New York and Baskin in Chicago as well as Hart
Schaffner & Marx, purveyors of off-the-peg businessman style for
more than 100 years, has been enduring a three-year slump even
though it retains an 11% share of the U.S. men's suit market.
Brooks Brothers posted a 41% drop in operating profits for the
past fiscal year. A spokesman for Marks & Spencer, the British
department-store outfit that now owns Brooks, blamed "difficult
trading conditions and severe price cutting by department
stores."
</p>
<p> That may be, but Brooks has of late tried to get with the
new fashion program, which is a little like watching your
Great-Uncle Roger show up for a guest shot on Yo! MTV Raps. The
standard-issue Brooks Ivy League sack has been supplemented with
svelter models priced from $395 to $695 that offer a little trim
of the trousers and some tuck at the waist, so the suit looks
more Polo and less Organization Man. It was Ralph Lauren who
modified and merchandised the Brooks Brahmin look into his own
house style, which might be called Long Island Anglo: jackets
more suppressed in the waist and side vented, trousers as often
buoyed by suspenders as not.
</p>
<p> Now the Brit look, or variations on it, is everywhere,
along with the softer, more soigne tailoring of the French and
Italian variety. One recent Wallachs ad trumpeted the virtues of
a Christian Dior suit (at $550), a store staple for years even
though Wallachs' buyers managed to turn Dior's Gallic glitz into
a kind of standard broker bland.
</p>
<p> While they have been drifting away from their former shape,
men have also been toying with new colors. The serviceable old
grays and blues still predominate, but "you see more and more
taupes on the commuter trains in Chicago," reports Kenneth
Hoffman, chief executive of Hart Schaffner & Marx. "Now you can
have an olive suit in six different shades." Can, and more men
do.
</p>
<p> Discount stores like Syms and Daffy's still draw customers
by offering sharp suits (including some unsold European-designer
merchandise) at sharply cut prices. Designers and retailers who
work the high end with a continental flair are also flourishing.
GFT USA, the American branch of the large Italian textile
company that manufactures and distributes such lines as Armani
and Joseph Abboud throughout the U.S., estimates that it has
cornered 20% of the higher-priced men's market (anywhere from
$800 up), about double its share of only five years ago. Says
Alan Bilzerian, who sells his own line of stylishly quirky and
comfortable men's wear from his Boston store: "The guy who's
going to buy a traditional supersonic suit is not looking for
something cheap. He's going to buy a very hand-tailored-looking
garment. It can be a straight suit or a funny suit--one that
looks traditional but isn't. But it isn't going to be both. Now
you have two different customers."
</p>
<p> At $800 to $1,500 a shot, a Bilzerian suit can have a
subtle sense of playfulness. There is nothing funny at New York
City's Henry Stewart, where neither the prices ($3,500 to
$4,500) nor the styling ("the Savile Row look") are good for
laughs. Stewart, who made some of the smart costumes for Brian
De Palma's upcoming film version of The Bonfire of the
Vanities, says the demand for his suits with "a very smart,
small waist, nice and snug off the hips with a full chest," is
"increasing, but we just haven't got the men to meet it. There
are no tailors around. I've got an eight- to nine-month
backlog."
</p>
<p> As the high end of men's fashion prospers and the middle
ground looks for new style and stability, the only fashion
constant is flux. Bilzerian talks about suits in shades of
aubergine and pine green; even Hart Schaffner & Marx's Hoffman
waxes evangelical about pleated pants as "a major fashion
direction." To hear him tell it, it's only a matter of time
until the Hartmarx man looks like a second cousin to the Duke of
Windsor: "British is hot right now. You're going to see more
11-in. side vents, ticket pockets..." Could it be the
beginning of another peacock revolution, the biggest change in
men's fashion since the '70s? Anything's possible--except the
return of the Nehru jacket, the one garment that will likely
remain at the back of the closet, even in hard times.
</p>
<p>By Jay Cocks. Reported by Kathryn Jackson Fallon/New York.
</p>
</body>
</article>
</text>