What makes us buy what we do? The product itself, or the strength of the brand that it comes from? The answer of course is the influence of both. It is in our nature that we warm to a brand that tells a story and we can relate to. We also do this if it appeals either in an aspirational way, or to the benefit of our lifestyle.
For those uninitiated into the world of tailoring, it can seem rather intimidating. There are so many 'rules'. Everyone has an opinion; friends, colleagues, family members, even random people on the street. Whilst there is plenty of scope to get it catastrophically wrong, it's easier than you think to get it right.
While I'm no branding expert, when I think of the sort of man who would wear fur, I like to take a simplistic approach. I call it my 'macho' or 'metro' rule of thumb... and If beards can become a fashionable look after so many years consigned to the grooming waiting room, I have great hopes for fur fashion for men.
These cats are hardcore stylists, but their roots are, like all the best tailors, in Savile Row. The difference is that they've all become rock stars by moving their trade to Soho. And it's right that Soho is the place where they have made their mark, because Soho is the world that encourages 'preservation of the individual'.