We caught up with Louis Copeland, Dublin-based Business man and suiting mogul. Namesake of Louis Copeland and Sons, the brand is synonymous with high-end Irish suiting. From Bill Clinton to Conor McGregor, Copeland has dressed many household names during his long and established career. We caught up to discuss his experience in the Irish industry over the years, the evolution of menswear and his advice for people looking to enter the industry.
So I thought we could kick off by asking what fashion means to you, when you hear the word fashion what do you think of?
In terms of fashion I consider myself quite old-fashioned, so I try leave the definition of fashion to the younger generation like yourself. When it comes to products and items I am far more focused on the quality, seeing what my buyers pick out, from feeling the quality of the fabrics and the and construction of the garments that I put my name to. Everything from threads to buttons or even how a garment is packaged - attention to detail is where I’m focused.
It’s a combination of these aspects that all go into making a garment that will last. If everything that goes into making the garment is correct it should look as good in five years as the day you buy it, and investing in pieces that will last for years that you’ll get a lot of wear out of is definitely the way forward for the fashion business. Take suits for instance, they’re always in fashion in one form or another, now I know at this period in time everything is done very casual because everyone is working from home. I’m of the firm belief that they will always be in fashion because it’s a gentleman’s suit of armour, it’s his uniform for work like a soldier’s uniform it is what he puts on to make your feel ready for whatever his professional life can throw at him. When you put on a suit your shoulders go back your head lifts and you feel good and ready for anything, a good suit gives you confidence.
What you think the men’s fashion world is influenced by?
Personally I think that the greatest influence of men’s styles and fashion’s is cinema. If you look at cinema forty years ago you can see the prevalent trends of the time closely resemble the ones we have today, slim trousers and natural shoulder lines in that way menswear is cyclical from casual and loose to formal and tight - each generation seeks to differentiate itself from the last creating the ebb and flow of menswear.
Is there a difference between how men and women approach fashion?
I think men 20 years ago men didn’t really care what they were putting on, clothes were purely functional and designed to fit in. Expression through style and fashion was seen as the domain of the fairer sex. However, this current generation of gentleman have very much moved on from that way of thinking with the likes of Instagram creating a normalised platform for men to create their own personal style and giving rise to individuality rather than in fashion rather than simple dressing to fit in, these days’ clothes maketh the man.
Brilliant line from the man making the clothes! So Louis, what’s the one quintessential garment that you think every man should have in their wardrobe?
Most certainly a well-made navy blazer, it’s by far the most versatile piece of clothing a man can own being so easily dressed up with a shirt and tie, and down with some tailored jeans and comfortable roll neck. The silhouette that a well-tailored jacket gives a man can’t really be matched by anything else, especially if it’s been made specially for the gentleman something I’m huge proponent of, the idea that everyone’s bodies all fall into a few sizes is to me preposterous.
You’ve currently been steering your business though an unprecedentedly challenging period with Covid19, how has this affected you?
Well it’s been very challenging but we have adapted to meet these challenges, all of a sudden we’re doing zoom calls with clients showing them fabrics and clothes and even if we haven’t had the opportunity to measure them up before the pandemic I pride myself on the ability to know someone’s sizes just by looking at them or even a picture, that’s the kind of thing that only comes with decades of experience and what completely sets us apart from other retailers, delivering that uncompromisingly high level of service that people have come to expect from us even though we cannot do it in person. In fact, by forcing us to adapt this pandemic has made us more diverse in the services we offer and that I think will be an advantage going forward.
Louis, what advice would you have for the young entrepreneurs of the future on how to maintain and grow a business?
Well by not getting into the clothing business for a start! But seriously, you have to always keep an open mind and constantly be looking to do something different from your competitors, don’t follow the heard and don’t be afraid to be unusual, strive for it.
You’ve been tailor to the stars for generations, your garments have been worn by two US Presidents and countless movie stars. Who has been the person that you found the most memorable?
Well the one that sticks out the most was probably Dan Aykroyd from The Blues Brothers and Ghostbusters, a huge star at time probably one of the biggest in the world and I remember when he came in to see me with his entourage and publicists etc. being so precious about him, he just pulled me aside and said “don’t mind all that crap Louis” he was such an ordinary and unassuming gentleman.
Louis Copeland and Sons have stores dotted throughout Dublin on Capel St, Wicklow St, Pembroke St and around South Dublin, as well as in Galway and Cork.
You can shop online at louiscopeland.com and follow them on Instagram @louiscopeland_and_sons
