When it comes to good design it’s the details that distinguish a superior product from a lesser imitation. And in the case of a shirt, the finer points - stitching, seams, finishing - are all clearly visible to an informed investigative eye. It’s for this reason that shirtmakers are among the most masterful and artful of all those involved in the manufacture of clothing, companies like Luigi Borelli, Charvet and Turnbull & Asser have achieved supremacy thanks to these highly prized skills.
So when a new kid arrives on the block with the aim of going head to head with the old guard, they’re either delusional or able to offer something no one else has. In the case of Bogosse, the USP is flamboyance: square buttons, contrast stitches, double-sided fabrics, double or triple buttons, and unique collars.
Established in St. Tropez in late 2003 by two Haitian brothers - Fabrice and Patrick Tardieu - the brand is now sold in 14 countries. The name itself comes from beau gosse meaning handsome man in French, something that reflects the mantra of the brothers perfectly. “Stereotypically, one of the attributes of a male today is a strong concern for his appearance, or a lifestyle that displays his confidence. The evolution of the shirt as a fashion statement is a reflection of that reality,” said Fabrice.
Fabrice is an experienced fashion man having previously worked for Emporio Armani, managing its European distribution and the development of the company’s lines. Patrick is a former professional footballer with a wide circle of celebrity friends and a proven track record of successful entrepreneurship.
With materials sourced from Italy and the UK, the brothers are aiming for, “Every man who wants to look good, as well as every woman who enjoys the ‘boyfriend shirt’ look”, according to Fabrice. He goes on, “The idea was to design the ‘perfect shirt’, elegant when dressed up, yet playful when casual.” The shirts certainly fit the ideal, you can imagine wearing them with or without a jacket, night or day.
If imitation is the sincerest form of flattery, then the brothers appear to be one the right track, “If we were to take into consideration the number of people trying to duplicate and copy our product, we would easily dismiss any comments about niche products. While it might have been in the beginning, it has gained more and more recognition and appeal in different markets, both locally and internationally,” says Patrick.
They won’t appeal to the retiring sort but they don’t frighten either. Bogosse’s ideal customers are men who are looking for a classic style with a touch of extravagance and a soupçon of flamboyance. Often copied, seldom equaled, Bogosse is a brand for the modern man.
Bogosse shirts are available in the Middle East through Salam Studios across the UAE, or via the online store at www.bgbogosse.com.
