We want to start off with conversation, he says.
Granath elaborates: when a customer comes in and directly they see clothes, it does just feel transactional.
Are they offering men a refuge from all the fashion noise out there?
Saman Amel (left) and Dag Granath (right).
They both reply in unison.
Theyve literally leaned into this idea.
Inside the new London atelier.
Inside the new London atelier.
But while at school, he switched to menswear, and looked toGiorgio ArmaniandRalph Laurenfor inspiration.
It is still Dag and I who own the business, says Amel, proudly.
We havent taken in any external investments.
A look from the collection
Everything starts from fabrictheyre developing their own which is a key part of their long-term strategy.
We are not working in specific drops or thinking about what we need to develop for the next season.
Sometimes, we dont have anything new other than fabrics, Granath adds.
A look from the collection.
A look from the collection
A look from the collection.
The way the fabric drapes on the body will be key and that translates into the silhouette.
It is also about adding volume in the right spaces, says Granath.
A look from the collection.
Do they look at runways?
Yes, a lot of womenswear actually, for silhouette and materials.
I still reference a lot of old Phoebe Philo-era Celine, because the pattern cutting was so good.
Another view of the London atelier.
What have they learned about dressing people since they started?
The most beautiful thing about working with custom is there are so many routes.
And how far can a customer push outside the lines?
We are not here to alienate them from their own ideas, but to guide them.
Saman Amel is now open at 17 Albemarle Street, London W1.
Another view of the London atelier.
