Montreal-based menswear manufacturer Samuelsohn has tapped actor Chris Noth to appear in ads that focus on mental health.
In recent years as the world became more casual, Samuelsohn expanded beyond its core of traditional suits to offer more-casual options such as suit separates and luxury sportswear along with shirts and sweaters. And the factory, which employs 500 people in Montreal, produces for other brands as well, including Paul Stuart.
“Less than 5 percent of companies make it to their centennial, so this is a tremendous accomplishment,” Granovsky said. “Some of our retail customers have reached 100, but it’s not easy for high-end manufacturers. So this is incredibly special.” But is Granovsky concerned that using Noth may alienate some consumers? “As the CEO of a large apparel company, I worry about everything,” he said with a laugh, “but I can’t let that sway me. He is supporting mental health and he shows off the product very well.”
Iconics, which was designed by Morehead, will launch this month on the Samuelsohn e-commerce site and in select stores. It consists of 10 pieces inspired by designs from the 1920s that have been elevated and modernized to meet the needs of today’s consumer through contemporary design and fabrics.A larger Iconics collection will be offered as part of Samuelsohn’s “By Design” made-to-measure line during select trunk shows in September.
As it looks back at the last 100 years and toward the future, Granovsky said that despite the recent challenges of creating high-end tailored clothing in a casual world, business is good. “Our sales in 2022 were the strongest in 25 years,” he said.
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