Close
 

Suave clothing catches the eye of international music stars

  • News
  • February 26, 2015
  • Elly Strang
Suave clothing catches the eye of international music stars

Co-founders Hisham Khudairi, 26, and Ali Hayalie, 24, started up Suave last year after they saw a gap for high-quality streetwear in the menswear market.

“There’s a big gap in the market where people don’t focus on the fine textures of a garment,” Hayalie says. “The fit is important, but you’ve got to be wearing good fabric for it to look good.”

Hayalie was previously a flight attendant for United Emirates and was inspired by what he saw on the streets of Paris, Germany and the Middle East.

This vision drove Khudairi and Hayalie to establish Suave as an international brand with a strong online presence that could reach all the corners of the world.

“We push a lot of marketing online, with Facebook, with Google. We think that online is the future and you can basically do anything from home. If you have your internet and you have your product, you have no excuses, basically,” Hayalie says.

Co-founders Hisham Khudairi (L) and Ali Hayalie (R)

Part of that initiative was literally putting their clothes on an international stage.

Hayalie contacted Two Chainz and Drake’s touring company, Frontier Touring, when they performed in New Zealand this month.

He explained the concept of Suave clothing and asked if the artists wanted any pieces from the range. They loved it, so Suave sent them about $1000 worth of samples.

Though some might balk at giving away free stuff, Hayalie says New Zealand fashion in the United States is up-and-coming, so having international artists wear their gear is invaluable.

“For us, music inspires us a lot into fashion, it’s both a hobby we love doing and it’s really good brand exposure for us, especially being over here in New Zealand,” he says.

He says a large percentage of their orders come from overseas, such as Europe, the US and Australia.

For Suave to be successful is no small feat, either.

The clothing is streetwear with an edge that is aimed at a niche market and the range is carefully curated, with only 17 items available on their online store.

The clothing was previously stocked in one shop, Clash Boutique in Newmarket, which closed down this month. Clash is now strictly an online boutique.

Being a millennial, Hayalie has a feel for just how much online retailing is impacting on bricks and mortar. 

“A lot of people are buying clothes online now, they’re buying clothes from Asos and it’s a bit difficult for shops here to keep going,” he says.

“In the future it’s all going to be online. With music, with fashion, I’m seeing all these things become popular online.”

Hayalie says to be successful in the online world requires beautiful visuals.

The company operates a Tumblr, Instagram and Facebook page and their photos have an uncluttered, monochromatic theme.

“Photography is important if you’re starting up online, as it’s about how you portray the garment. A lot of people take photos of clothes that are too busy, the garments get lost in the background. We look at companies like Apple and it’s [marketing is] so simple but it’s so effective,” he says.

Currently, Khudairi is in Dubai pushing the brand into the Middle Eastern market, and the pair hopes to further advance in Australia, too.

As for the New Zealand market, Hayalie says the pair would eventually like to open a Suave bricks and mortar shop, but for now they’re investing capital online as the company is still young.

He says competition in the New Zealand clothing market is cut-throat, especially with big internationals entering the market.

“Topman is opening up next month in Auckland and that’s going to be a very difficult market for New Zealand shops to compete with,” he says.

 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
Design

Torpedo7 evolves its bricks and mortar strategy

Torpedo7’s new flagship at Westfield Newmarket represents the next step in the evolution of this former pureplay’s bricks and mortar strategy.

 
 

Visual merchandising tips from top designer Kris Ericksen

  • Design
  • October 9, 2019
  • Sarah Dunn
Visual merchandising tips from top designer Kris Ericksen

The Judge’s Choice award for the Welly Loves WOW Window Dressing Competition this year went to Danish jewellery retailer Dyrberg/Kern’s luminous window display. The designer behind it, Kris Ericksen of Plato Design, shares some tips on how to put together a stunning piece of visual merchandising.

Read more
 
 

The Kai Box talks plant-based business

  • News
  • October 9, 2019
  • Sarah Dunn
The Kai Box talks plant-based business

Auckland-based vegan food company The Kai Box is riding a wave of consumer interest in plant-based food. Co-founder John Mellows shares some thoughts on the popularity of veganism with us.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Peek inside the new Sass & Bide store at Westfield Newmarket

  • Design
  • October 8, 2019
Peek inside the new Sass & Bide store at Westfield Newmarket

The new flagship at Westfield Newmarket is Australian label Sass & Bide’s third in New Zealand and 16th in total. Take a look at its fit-out in our gallery below.

Read more
 
 
Sponsored content

Zoe & Morgan talk music

Our friends at OneMusic caught up with the lovelies at Zoe & Morgan to learn about what makes their stores hum.

 

New ecommerce start-up Beer Hug prioritises fresh brews

  • News
  • October 8, 2019
  • The Register team
New ecommerce start-up Beer Hug prioritises fresh brews

A recently-launched online marketplace named Beer Hug aims to get fresher craft beer to consumers faster. Co-founder Adam Prentice shared some insight with us into why freshness is important.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}