I was just thinking about one blogger who does ultra-luxury right. Thomas Mahon, the Savile Row tailor who saved himself from the dole by taking his bespoke suit company online, English Cut.
And his corporate blog is one of the elder statement of corporate blogs. I spoke about English Cut in 2005, English Cut Is a Best of Breed Corporate Blog
What Mr. Mahon does is take us all into the world of textiles, fabrics, design, tradition, quality, form, fit, and finish and basically has been teaching us all how to make our own perfect thing: the bespoke English suit of clothes.
What he really does brilliantly is he brings something that is so ultra-luxurious — the hand-tailored, handmade, English-made, Savile Row, bespoke suit, down-to-earth without diminishing it’s perceived or real value and price.
What is fashionable, what is faddy, what is timeless. He shows us how to chalk, how to measure, how to cut. He suggest ways to cut and fits that are more flattering to one person over another. Then, he takes to the road and makes suits globally, setting tour dates like the rockstar he is.
He never really sells bespoke suits, he never promotes suit-buying, but he makes something as intimidating as having a hand-made suit of great price and he explains why I need it, why I should have it, why I deserve to have it, and also why this is a brilliant investment of a small fortune. Why it is smart and sane and a thing of not just ephemeral beauty but of deep and real quality.
Now that is one hell of a blog!
