May 10, 2023
Matches strengthens its positioning in the very high end of the market by joining forces with a specialist in made-to-measure clothing. Surfing on the current craze for formal wear, the British luxury brand, which has become a key player in e-commerce, has announced an exclusive collaboration with Atelier Saman Amel, the discreet but no less renowned Swedish tailor, who has created a capsule collection for the luxury online retailer, which will be available from May 10.
The brand was founded in Stockholm in 2015 by Saman Amel and Dag Granath. The duo, who have been dating since they were young, started out making suits for family and friends, before opening a proper workshop. From the outset, they opted for an artisanal model, favouring the quality of the materials, which come from the best weavers, and having their suits made in Italy in small workshops, while paying great attention to details. Their business began with handmade tailoring and has expanded in recent years to a range of cutting-edge ready-to-wear garments made to the same standards as bespoke.
This is not the first time the Stockholm-based fashion house, which fuses the skills of Italian tailors with a contemporary Scandinavian aesthetic, has partnered with an online fashion retail platform, having already designed a collection of this kind in 2019 with Mr Porter, another UK luxury site.
“The Atelier Saman Amel x Matches collection is lighter, brighter and more whimsical than our previous ready-to-wear concepts. Just as we do for our bespoke clients, we have imagined and designed a complete wardrobe for the Matches client, keeping in mind their summer activity needs,” says Dag Granath in a statement. “As always, the look is subtly elegant with classic silhouettes but here we have allowed ourselves to play with textures and colour palettes, all for a truly innovative look.”
The collection designed for Matches is made up of suits, shirts, knitwear and denim. It is already available on the website and will be presented on May 11 and 12 in a private mansion at 5 Carlos Place, in the heart of London’s Mayfair district, where the brand has set up an event space. The silk jacket is priced at more than 3,000 euros, the white bamboo fabric version at 2,500 euros, the bomber in technical fabric at 1,700 euros, the linen trousers and cashmere sweater at 900 euros and the t-shirt in the same material at just under 800 euros.
“What I like about Atelier Saman Amel is their unwavering commitment to quality and design excellence. The fact that the silhouettes in the collection are wearable both on their own and separately – pairing a pair of jeans with a suit jacket, for example – will immediately speak to tailoring enthusiasts,” comments Damien Paul, menswear manager for Matches.
With a presence in 170 countries and a selection of more than 650 designers, the matches fashion site, which was recently renamed simply Matches, is multiplying its collaborations. It has just launched a capsule collection with Bernadette, the new Antwerp-based brand founded by the creative mother-daughter duo Bernadette and Charlotte de Geyter. And is also about to launch an imminent collaboration with a Parisian fashion house.
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