Suitsupply opens store in Miami Beach

Fokke de Jong, CEO and Founder and Vice President Nish De Gruiter in their rooftop showroom at their Miami Beach Suitsupply store on Thursday, June 2.
Fokke de Jong, CEO and Founder and Vice President Nish De Gruiter in their rooftop showroom at their Miami Beach Suitsupply store on Thursday, June 2. MIAMI HERALD STAFF

Through colorful suits, in-house alterations and a rooftop lounge, Suitsupply is revolutionizing men’s retail in Miami.

European menswear brand Suitsupply celebrated its grand opening in Miami Beach Thursday night, bringing a new market of contemporary suits and tailor-made pieces to South Florida.

“We bring a new kind of energy to the tailoring world,” said Fokke de Jong, CEO of Suitsupply. “The collection is not your dad’s kind of suit. It’s uptown and downtown combined.”

The Suitsupply brand combines European styling and fabrics with in-store service and tailoring. Suitsupply designs, manufactures and distributes their collections through their own system, making them more affordable than other designer suit brands. Most Suitsupply suits cost between $400 and $1,000, compared to other designer brands such as Zenga and Canali whose starting suit prices are over $1,000.

“There’s a lot of attention to details and heart going into the product,” De Jong said. “That is what luxury is about.”

Suitsuply does not advertise and uses word of mouth to get people to their stores.

“Instead of spending money a lot of money on locations and marketing, we spend it on the quality of our product and the expertise of our staff, “ De Jong said.

The 4,500 square foot store, located at the corner of Michigan and 17th Street in Miami Beach, is as interesting to look at as the collection it houses. It is accompanied by a 1,500 square foot roof-top terrace, where customers can sip on coffee and beer or play foosball while their alterations are done in-store.

“I basically wanted a rooftop here to get that Miami vibe and to enjoy the weather,” De Jong said.

Suitsupply chose Miami Beach for their newest store location following heavy online demand for Suitsupply suits in the area. Many of their collections are tailored to warmer climates so that wearers can look elegant while still staying cool, even during hot Miami summers.

“Our collection has a lot of nice linens and wools, travel fabrics, mohair,” De Jong said. “A lot of stuff you can wear in all seasons.”

De Jong got his start in men’s fashion selling suits out of his dorm room at Amsterdam University College. He founded Suitsupply in 2000 in Amsterdam and now has stores worldwide, in cities such as Milan, Shanghai, Moscow, New York and Chicago.

Suitsupply has dressed celebrities such as Bruno Mars, Tim Gunn, and Scott Disick. Miami Heat draft pick and former Duke basketball player Justise Winslow wore head-to-toe Suitsupply at the NBA draft Thursday night. De Jong says his target market is “anyone who walks through the door.”

“They’re choosing a brand that’s a little more asystematic, a little bit more creative, a little bit younger and energetic than a lot of stuff that’s out there,” De Jong said. “Most of the time it’s people who like beautiful stuff with an interesting energy.”