WOLLEN jackets as flexible as a shirt and waterproof suits made with antibacterial fabric—these are courtesy Raymond, the household name that’s favoured by everyone and their grandfather. Be it suits, ties, pocket squares, fabrics and everything in between, it appears the brand is upping its game. Once just a textile store, its partnerships with UCO NV, the Belgian denim brand, Gruppo Zambaiti, the Italian textile major, and Lanifico Fedora, the woollen fabric producer, has seen the focus shift to well-crafted premium apparel. Perhaps creative head Vito Dell’Erba, an Italian designer with experience at Helmut Lang, Ricardo Tisci and Givenchy, has something to do with the update. “Comfort is the new luxury and I see Raymond’s designs becoming increasingly European, with more attention being paid to craftsmanship and fabrics,” he begins, hinting at their popular flexi jacket. “It’s a deconstructed jacket made with wool. What this means is that it has minimal lining and no shoulder pads—it’s almost like a shirt,” he tells us.
The Italian Job
Currently working on their winter collection, Dell’Erba says that he is including a host of new garments like chambray trousers, wool shirts (so light, you’ll mistake them for cotton) and contemporary tweeds with suede patches and piping, besides the waterproof suits. The fresco jackets, crafted from a textile that absorbs odours, is a great option for the Indian weather. ‘‘And it being practical and functional doesn’t take away from the premium look of the fabric,’’ he explains. This focus on luxe is echoed by their acquisition of the Super 250 count Merino wool at an auction held in Australia. They are said to have outbid 10 mills from China, Italy and India. “We are the only brand in the world in possession of this wool, which is of the highest quality,” says Kishor Bhatia, general manager, while an article in a national newspaper says the pricing for a suit from this count starts from `8 lakh.
Raymond has opened an exclusive Made to Measure store in Lulu Mall—the only one in Kerala—which offers the bespoke experience. But, due to the high demand the brand is renovating and expanding from a 350 sq ft to a 1,000 sq ft outlet on the first floor next month. Other features of their upcoming store are handcrafted accessories like Raymond’s leather shoes, a Made to Measure line of formal wear for women (which will launch in early 2016) and an exclusive concierge service for high-end clients.
Made to Measure suits from `15,000. Details: 4099916