Bonobos: Menswear, Refitted

What, exactly, is the most important aspect of fashion? According to Andy Dunn, founder and CEO of chic menswear brand Bonobos, Inc, the answer isn’t simple: "Authenticity. Which is funny, because a big part of fashion is imitation. So how do you interpret what’s right for you, by following others? In part, yes, but over time you have to know who you are if you are to be authentic. I believe this means that self-understanding is the key to fashion. I also take issue with the word itself, which implies that you have to be different. Part of great fashion is being the same." Dunn is redefining what it means to be authentic, both personally and for his customers, through Bonobos. 

A Chicago native, Dunn began his revolution in 2007 with the introduction of a better–fitting pants line for men. This is when his vision came to life. He says his first pair were turquoise and it was that day that he fell in love with the brand.

The innovative business model of Bonobos is driven by a great user experience and "Ninja" customer service, which has been featured in hundreds of publications, including The New York Times, Wall Street Journal, USA Today, Forbes and Entrepreneur.  Not to mention, Dunn has appeared on many local and national news shows and was named to Crain’s "

" in 2013 and was also named one of Fortune magazine’s "Rising Retail Stars" in 2012.

Bonobos defined a new model for vertically integrated fashion retail in the e–commece era. Eight years later, the brand has expanded from an online flagship into physical "Guideshop" locations, including our very own Westfield UTC in La Jolla.

Dunn shares with FINE magazine what his brand is based on, what we can expect for San Diego and his best pieces of fashion advice.

On What Sets Bonobos Apart

The brand offers a bundle of high–quality, great–fitting clothes and a hassle–free shopping experience across brands. It goes beyond the label of a menswear brand and enters the realm of an experience. "Simply put, these are the best products in menswear offered at the best price points for the quality, with the best service you can imagine," he says. 

Bonobos is based on three things: fit, service, and creativity. The web–driven model offers more fit choice and selection than any other brand. This is a mass–customized offering, something no one else does. Their service model is best in class, with "Ninjas" who take care of you online and "Guides" who take care of you in stores, meaning you never have to stumble through those racks alone again. As for creativity, Bonobos is re–defining the industry with the consumer in mind. Dunn and his team are consistently a step ahead, offering their customers the best, freshest trends in men’s fashion, even as they maintain their devotion to classic silhouettes and prints. "That’s the most fun, being on the front-lines of the creativity at the company," says Dunn.

On What’s Next

As far as raising the bar in menswear, Dunn believes the brand still has a long way to go, even after the massive revolutionary steps Bonobos has already taken. They began by bringing their mass–customized fit offering to shirts and suits, as well as the Guideshop model. The Guideshop model is just the beginning of a re–imagination of on–person clothing retail.  Bonobos is set to have 16 Guideshops open by the end of March. 

What’s next for the company? A women’s line called AYR. "This is pronounced like the air you breathe, based on essential pieces one can’t live without. It’s also an acronym for all year round, which is the brand’s vision for what great women’s items can be."

On the San Diego Shop at Westfield UTC

As the first Guideshop opened in a mall, Dunn is excited to see if the model translates well to the environment. He says he ran the San Diego marathon back in 2006 and fell in love with the city then. Offering complimentary beers from San Diego’s favorite Stone Brewery during appointments is one detail that is a perfect example of the brand as an experience.

He shares, "the Guideshop at Westfield UTC is designed to make our customers feel relaxed, almost like you’re at your buddy’s apartment—this is a first in a mall environment for any brand."

On His Favorite Item

Dunn says, "I am obsessed right now with this Bonobos Stetson top–coat. It’s a gorgeous Italian wool, with a bit of stretch, it’s white and gray, and has a gray collar. It’s incredible. I just wore it to a wedding in Atlanta, and not a single person failed to say ‘nice coat.’ I felt so honored that it was ours."

On His Best Fashion Advice

When asked to share his best piece of fashion advice, Dunn suggests, "Women don’t need fashion advice from men. It’s the other way around. So I’ll advise the guys. Guys, it’s 2015. If you don’t have one already, get yourself a tux. And, if you already have one, I presume it’s a black one. Maybe it’s time for one other color?"

As a model of his own personal style, he shares, "I wore a gray tuxedo with cowboy boots to a wedding in Providence, with a brown and orange paisley bow–tie. I felt like Paul Revere. Maybe it was because it was a frigid New England night. I guess what I’m saying is: make sure it fits, and have fun."