“We approach our business with more of a psychographic, rather than demographic, view. Our store is for all men, all ages, and all income types, that like what we are doing and how we approach things from a cultural perspective. It helps us have a broader customer base, and that's more interesting and more fun to us.” -Sid

“The details of the shop environment are very important because basically someone is coming into my home...the music, the way we greet them, the housekeeping, and the refreshments.” -Sid

“Curating a store isn’t very different than placing a few favorite things together at home and being happy with the way all of it looks together. I am always completely inspired by all of the retail in Paris. For me, no one does it better. A shop could be selling anything, pickles, can openers, whatever, but those items are so artfully displayed and directed and then packaged beautifully and sent out the door with you. You have not just bought something, you have been lifted and cheered. Both Sid and I hope to do the same.” -Ann

“Sid is a risk taker…I am cautious. He sees the trees…I see the forest.” -Ann

“As a friend once told me, when someone comes into your shop, they should ‘smell the cookies baking.’ We have tried to build an environment where everyone feels welcome and taken care of. Honestly, it’s upsetting when we do not take care of customers as well as we should. Our primary calling and goal in our shop is to serve men and give them confidence in how they look—to help men navigate the uncertainties of how to dress, and to share our experience and knowledge in a way that’s easy to understand.” -Sid

“My first boss, who was a bit of a legend, looked at me and said, ‘You have got to stop showing everything you are thinking on your face!’  It was hard to hear, but great advice.”  -Ann

“Having in-house tailors is quite a commitment, though one we think is vital to being a great men’s store. Quang Dau, who’s one of the best in the country and also builds the patterns for our products, leads our tailoring team. It is important to me for the customer to know that we are not just in the business of selling clothes, but also taking care of their clothing needs. We even take alterations from outside the store. It’s also important to understand the positioning of the tailors in the store—it’s an open-air tailor’s shop—they are one of the first things you see when you come in. That’s an important part of what we are trying to communicate—that we place a high value on knowing and understanding how clothes are made, and that it’s essential to have experts here who understand clothing.” -Sid

“Another important detail is the way we build product... the design, manufacturing, and the materials. We travel the world to get the best sewers, fabrics, trims (buttons, pocketing, linings), and manufacturers.” -Sid

“You have to beat a lot of bushes to find the good stuff that will stand the test of time.” -Sid

“I looked up the definition of curation… ‘to select, organize and look after the items in a collection’…I did select my husband, and I do absolutely organize and look after him. I didn’t select my children, but I do the same with them. This is my favorite curator position—wife and mother.” -Ann