The past several years were a memorable period for the menswear industry. Capitalizing on social media, fashion influencers delivered a bounty of new menswear styles to an enthusiastic global audience, particularly to a younger millennial and Gen Z (zoomers) market segmentation. These convention-busters used the power of the esoteric to highlight gender-neutral menswear, as a revolt against the generations who came before them. Although they’d like to think so; zoomers did not reinvent the wheel. In fact, data has proven that style revolts rise-up with each new generation and the zoomers are no exception to the rule.
In recent years, tremendous shifts in consumer behavior has been driving men back to reliable, functional pieces, while simultaneously leading them away from traditional forms of dress. Equally welcome is the fact that the dominant trend for American men is individualism. And it is indeed this spirit of individuality that has been the catalyst for change in menswear.
Today, the rise of self-expression in menswear is clearly evident. In fact, creative ideas are accelerating at a rapid pace to keep up with a consumer interests. In 2022, it’s a welcome change to see that the next prince in menswear has emerged in luxury menswear.
Peyman Umay’s radical transformation of menswear reimagines designs for the twenty-first century man. More to my point, Umay introduced an unflashy color palette that radiates modernity and sophistication. Known for his one-of-a-kind designs and unstuffy approach, he embraces a combination of European elegance with American culture. Devoid of stiff construction, the elegant-ease that Umay propagtes feels both influential and relevant to modern standards. It is these modern standards that are transitioning to new platforms in 2022. In fact, smaller businesses are now focusing on improving new methods for their clients. Getprio aims to facilitate the tracking and invoice processing to protect a brands profitability. And as younger millennials and Gen Z (zoomers) work remotely, organization skills and analytics tracking will become more useful.
“Throughout history, big global events impacted what we wear. Wearing suits, shirts or ties will no longer have the same impact because the clothing culture changed dramatically towards casual wear— even during work hours. What we were wearing prior to March 2020, feels like a costume in 2022 because it is too restrictive and inconvenient. We have evolved; it makes sense that our clothing should evolve as well. Having said that, I feel compelled to mention that no other outfit could impress as much as a Peyman Umay 3 piece suit could.”
Purveyor of discreet luxury, with strong cheekbones, thick eyebrows and toned physique, Turkish designer Peyman Umay made a career out of his ability to radically change the visual language of luxury menswear. His clientele varies in style including such names as John Legend, Joe Manganiello, Jeremy Piven, Scott Pelley and all the way to wild child actor, Mickey Rourke.
A designer, author, and recipient of the 2017 FGI Rising Star Award in Menswear, Umay recently announced the official launch of a new ready-to-wear leisure brand called AY, by Peyman Umay. With the new brand, Umay’s designs have transitioned from a mature tailored look to a more youthful edgy look. Long known for his made-to-measure suiting, Umay takes a fresh, avant-garde direction with the casual AY collection. The relaxed fit coupled with soft-construction offer men a fresh alternative to stay on-trend as self-expression takes center stage in this action-packed decade. Soon it was evident to him that the demand for casual clothing was growing exponentially— with no end in sight. Upon viewing the AY collection one can easily view from the lapel down, that the ease of the designs is the secret sauce for today’s customer.
“Dressing well is not a matter of showing off the latest designer duds or owning an expensive wardrobe, it’s much like building a beautiful place to live in. It rests on two pillars- color and proportion. A well-dressed man is one who knows which colors enhance his color complexion and why specific proportions flatter his physique. I put together years of my sartorial experiences and fashion learnings together in to a small book called “Dressing Well”, a guide to a well-dressed man in which I explain the two critical aesthetics mentioned above.” says Peyman Umay.
The quintessential purveyor of impeccable menswear style, Umay is now expanding his creativity to more casual product-offerings. Peyman Umay, author of “Dressing Well,” never underestimates the power of clothing to speak without saying a word: “I design more than just an outfit. It’s an unmistakable feeling that you can experience through each piece you wear.”
In my opinion, his impact on men’s fashion is immense, particularly his attention to detail. After launching his eponymous line, he soon evolved into a style juggernaut in the luxury space by notably unveiling a spicy recipe—mixing bohemian and avant-garde style together.
Shaking off conservative rules in menswear, Umay was an early pioneer of diversity. His distinct edge in menswear is further reflected by his expertise in fine tailoring. At first impression, one can’t help but notice a bold and confident structured suit liberated by the artistic use of color, pattern, and texture. More to my point, Peyman Umay ushered in unconventional tailored suits with modern versions of casual wear pieces- both perfectly executed to the last detail.
“Gen Z and millennials are now becoming the largest demographic group in the workforce today. In addition, their purchasing power is accelerating exponentially. As social media continues to grow in commercial importance, it’s vital to know the social media interests of this group to obtain data. With targeted millennials in mind-, we are transitioning from Peyman Umay’s bold and confident structured garments to soft-draping and a harmonious, muted palette—-an avant-garde feel of the clothing, in our new collections.” continues Umay.
This season, the brand has added an element of warmth by infusing more fluid shapes, muted color palettes and inventive layering. With a well-spirited, sophisticated yet unpretentious style, Umay is a symbol of power dressing, reflecting casual elegance typically associated with confidence and charisma.
Umay sees his twin brands, like the sun and moon, interconnected, just as all living things on the earth are irrevocably connected to the sun and the moon. It is this viewpoint that inspired the brand name, “AY”, which means moon in Turkish. AY is handcrafted in Mexico and Turkey by local artisans: In harmony with the environment using eco-conscious materials sourced from five continents.
I recently had the privilege to speak with Peyman Umay Founder/Creative Director of his eponymous menswear brand about the brands eco-conscious fabrics, edgy silhouettes and futuristic details, why people and life inspire his creativity and why his newest -bohemian- brand AY—is inspired by the magical dance between our planet, the sun and the moon!
Joseph DeAcetis :Talk to Forbes about Peyman Umay menswear?
Peyman Umay: Peyman Umay menswear projects an image of power, confidence and luxury. Each piece comes with certain criterias; such as rarity, impeccable craftsmanship and one-of-a-kind creativity. The passion we bring to our designs, intensifies an undeniably unique story, as unique as each human being is. Our clients experience an unmistakable feel of clothing, going from power to play in our high-quality standards, unparalleled in luxury and sophistication.
JD: Speak to my readers about the current collection- fabrics, colors, textures, design?
PU: It’s a fact that we have all been changed by the pandemic and our clothing is yet another reminder of that undeniable transformation. After such a sad period, I feel everyone wants to dress fun, different and more importantly they want to be themselves. We’re different now; it makes sense that our clothing should be too. In alignment with that, I changed the structure of my ready-to-wear lines; taking a fresh, avant-garde direction to casual wear. Our current collections feature eco-conscious fabrics, edgy silhouettes and futuristic details such as asymmetric shirt bottoms and enhanced lengths. My design approach will also have some bohemian feel to it in 2022, especially for my AY collection that is only sold in retail stores in Mexico.
JD: What are your thoughts on the importance of dressing for success during office hours. Does it matter in 2022? why? or why not?
PU: Throughout history, big global events impacted what we wear. Wearing suits, shirts or ties will no longer have the same impact because the clothing culture changed dramatically towards casual wear— even during work hours. What we were wearing prior to March 2020, feels like a costume in 2022 because it is too restrictive and inconvenient. We have evolved; it makes sense that our clothing should evolve as well. As a fashion designer I’m fully aware of this change and I implemented certain strategies to my brand accordingly. Having said all these, I feel compelled to mention that no other outfit could impress as much as a Peyman Umay 3-pc suit could.”
JD: In your words, what is your competitive advantage in the luxury menswear market place?
PU: With our couture line -Peyman Umay Bespoke-, we have been catering to the most affluent men and women of the U.S. since 2011 that has created brand recognition and therefore a loyal clientele. We had imposed that aesthetic to the masses, creating impeccably fitting ready-to-wear garments which provided us a competitive position in the luxury menswear. We are also aware of this period of great shifts in fashion that are in line with great shifts in society. Also, by focusing on the uniqueness for our brand such as our distinguished design sense, featuring eco-conscious materials sourced from 3 different continents or hand-making garments by local artisans in a cost-effective manner; I believe we can differentiate ourselves from the competition. JD: As a designer, what is your inspiration for the 2022 collection?
PU: As mentioned above, my true inspiration always comes from people and life itself. I believe fashion is the soul’s expression without speaking, so if I can design something that someone feels great in, then my job is done. Being able to see the joy, confidence, fulfillment and happiness that people exude when they really feel great in a Peyman Umay piece, is simply priceless. My 2022 collection is inspired by ‘change’ as I believe the past 2 years was about nothing but change. Our lives, our cultures, our day-to-day habits..everything changed. Our clothes should change too. Now, -with the 2022 collections- we are offering men a new way to meet the moment as lifestyles rapidly evolve and individual self-expression matters more than ever. Also, my newest -bohemian- brand AY is inspired by the magical dance between our planet, the sun and the moon which provides life energy to all living things on earth. Ay means ‘moon’ in Turkish. And, of course, I can’t leave New York City. Living in NY, you experience life in a constantly evolving mode, same as my style..very niche, electric and Nyc is the perfect place to express that individuality.
JD: In your words, what is the definition of a well-dressed man?
PU: Dressing well is not a matter of showing off the latest designer duds or owning an expensive wardrobe. Dressing well rests on two pillars- color and proportion. A well dressed man is one who knows which colors enhance his color complexion and why specific proportions flatter his physique. So what does it take a man to grasp these two critical aesthetics -besides buying my upcoming guide ‘Dressing Well’? Not nearly as much aptitude or savoir faire as you might think. Consider this, the classic male tuxedo is composed of two colors, black and white. If such a simple color scenario can help any man appear debonair, you don’t need to be a fashion genius to look your best. Stay tuned for my book “Dressing Well” in which I explain the critical aesthetics to become a well-dressed man.
JD: How does dressing well boost one’s self-confidence?
PU: People often underestimate the power of the clothing but think about it for a second; the only part of your skin that can be seen by others is your face, a little bit of your neck and your hands. The rest is what you wear that the world sees, it speaks for you before you have to speak. Everything in life is 80% psychology so when you are dressed well, you feel good, confident. And emotions become motions, you become what you believe so you become confident. It’s that simple. Don’t underestimate what a well-made Peyman Umay outfit can bring into your life.
JD: Talk to Forbes readers here about what they should expect when making an appointment with you? What will the experience be?
PU: We offer bespoke making by appointment only in our New York Showroom. Our appointments include 3 interactive sessions; Private Consultation where we educate our clients on their color complexions and body proportions and why they should wear/avoid certain colors, patterns or shapes. Measurements where we take 50+ measurements of the client, head to toe, including their shoulders and back postures, using our special tools. Fabric selection where we pick the fabrics based on the consultation and measurements.
Once the fabrics are selected, we create the garments on actual models using our one-of-a-kind visualizer program so our clients can see how that small piece of fabric would look as a finished suit, pants or shirt. It’s a very unique interactive experience where our clients learn a great deal of information on the critical aesthetics of dressing well. We take pride when It comes to high-end made-to-measure outfits as we make the ultimate garments available in the industry.
JD: What is Peyman Umays business strategy with respect to:Sustainable efforts.
- Digital marketing
- NFTS & Metaverse
- Gen Z and Millennials
- Building new revenue streams to increase ROI
PU: Since we launched our newest brand AY with our 2 boutiques in Tulum, Mexico; we have been focusing all our efforts into sustainable fashion. We source eco-conscious materials from 3 different continents, using only pure cotton and linen fabrics, including our labels and hang-tags. All our garments are hand-made by local artisans in Mexico and Turkey, in harmony with the environment. As we speak, the new Peyman Umay R-T-W collection is being produced with the same approach.
The Covid pandemic has been a huge set-back on our marketing goals but we will resume our digital marketing services in a synchronized manner with the new collection calendars such as content marketing, paid ads, SEO and social media marketing. We know how crucial all these platforms are and have been focusing on forward-thinking plans with smart goals.
Gen Z and millennials are now the biggest group in the workforce and their spending power is growing day by day. As social media also grows in commercial importance, it’s vital to know what on millennials’ social media habits to stay one step ahead. Given these facts with targeted millennials in mind, we are transitioning from Peyman Umay’s bold and confident first impression with structured garments and liberal use of color, pattern, and texture to more soft draping and a harmonious, muted palette.
With the new Peyman Umay S/S 2022 collections and in addition to 2 locations in Mexico, we’ll have more retail locations in Bodrum and Istanbul, Turkey, as well as department store partners throughout the Mediterranean, with more locations this summer in Mykonos, Greece and Ibiza, Spain. Peyman Umay R-T-W will also be available online at peymanumay.com