CEO Style
Six suppliers step in front of the camera to model their companies’ wares.
By Matt Histand
In Stitches’ wearables articles, the heads of supplier firms sing the praises of the clothes their companies sell. But we wanted to know: Do they wear those clothes themselves? The answer is a resounding yes.
Rather than hire models to show off the latest offerings from industry suppliers, we went straight to the sources. We got the leaders of six different supplier firms to dress up in their favorite outfits – of course these had to be items that their companies currently sell – and stand for a photo shoot. Yes, we successfully turned these execs into models for a day. Not only that, but we got them to say what they like so much about the items.
From SanMar’s Marty Lott and Dunbrooke’s Larry Ramirez to Rohde Royce’s Gabrielle Rohde and Dri Duck’s David Reid, these industry apparel leaders certainly know good clothes when they see them. Now, you get to see these suppliers show off their favorite outfits. Just think: If they can wear the items on the following pages every day, your clients could certainly implement them into everyday corporate promotional programs.
MARTY LOTT
President
SanMar
Seattle
• What I’m wearing: “I’m wearing our Red House non-iron button-down. I love it because it’s woven with 80-double yarn and it’s exceptionally soft. Plus, it’s so easy to care for. There’s no need to break out the iron to keep it looking crisp and wrinkle free.”
• Everyday apparel: “I wear something from SanMar every day. We offer such a diverse product line that there’s always a SanMar product that fits my life both inside and outside the office.”
• Where to decorate: “The left chest is a perfect place to decorate. For something more subtle, I’d also suggest on the cuff.”
LARRY RAMIREZ
CEO/Co-Owner
Dunbrooke
Independence, MO
• What I’m wearing: “The Avalon is one of the most comfortable and best-looking shirts we have in the line. I personally like the way it looks, but I also appreciate the shirt’s functionality. I travel every week and need the wrinkle-free fabrication of the shirt to look presentable.”
• Business casual and beyond: “The Avalon is particularly good for the promotional market for its ability to be worn in the office as well as out to a social function. I often get compliments on not only the look of the shirt, with its mini-check pattern, but also the excellent quality embroidered logo.”
• Where to decorate: “The number one embroidery location for style and function is the left chest. But we’re starting to see a second location on the sleeve or the back of the neck. In addition, we’re seeing a strong demand for our tone-on-tone capabilities.”
GABRIELLE ROHDE
Vice President
Rohde Royce Inc.
St. Louis Park, MN
• What’s important in corporate apparel: “I firmly believe that when a person wears a corporate logo, their appearance reflects directly on the company whose logo they’re wearing. Therefore, quality, fit and fashion-right styling are all critical components to properly marketing a brand through apparel.”
• She really wears the clothes: “I wear my shirts at least four days a week from March through October. Living in Minnesota means heavy sweaters the other four months. The rest of the time I’m trying out new retail styles and seeing what fashion features I want to add to our line.”
• Where to decorate: “Women’s items are still most effectively logoed on the left chest. They just need to be placed correctly – above the bust, not on it. And, the logo may need to be slightly reduced in size from the one used on the men’s shirts to keep the perspective the same.”
MIKE RHODES
President
Bodek and Rhodes
Philadelphia
• What I’m wearing: “This is probably one of the softest polos I’ve ever worn. The polo is Egyptian interlock, made of 100% combed extra-long ringspun cotton in our UltraClub relaxed fit, which is in all our men’s polos.”
• A sort of dress code: “I wear our UltraClub brand to work on most days. I believe in it. I’m proud of it. And I’m thrilled when I see our staff showing it off as well. You’ll hear me say, ‘Nice shirt!’ a lot when I’m walking through the building.”
• Where to decorate: “Call me old-fashioned. I like them to see the UltraClub or Bodek and Rhodes logo front and center when I shake someone’s hand, prominent on the left chest.”
DAVID REID
President
Dri Duck Traders Inc.
Overland Park, KS
• What I’m wearing: “I’m wearing the Maverick. I like it because it’s a lifestyle product that I can wear to work or to a social event, but it is still an industrial-strength workwear item. We put a lot of thought into creating crossover items that have enough fashion touches that they can be worn well beyond the workplace.”
• Workwear that works well: “We’ve found a great need from distributors for rugged products that can be worn by construction and agriculture workers, drivers and a variety of outdoor end-users. There’s very little wholesale choice for distributors for these products, and the fact that Dri Duck is an authentic retail workwear brand only makes the product more valid for promotional use.”
DAVID BEBON
Executive vice president and director of special markets
Capital Mercury Apparel
New York City
• What I’m wearing: “I’m wearing an 80s two-ply wrinkle-free poplin with a point collar. I like wearing this shirt because it’s comfortable, and the fabric has a nice hand. It’s made in a generous size and has a lot of room for movement.”
• On looking professional and cool: “I wear our shirts every day, with or without a tie. I wear our better dress-shirt-like fabrications that are wrinkle free during the workweek. I wear our NYNE branded stripes and funky solids on the weekends with my jeans and dress shoes (thinking I’m cool and younger).”
• Where to decorate: “I still like the left chest. On golf apparel I like right and left sleeve, but on corporate identity I stick with left chest.”
MATT HISTAND is senior editor of Counselor. Contact: mhistand@asicentral.com.