A decade of dapper
Bond & Co celebrates a decade downtown, and the timeless art of tailoring.
WORDS Nicky Adams | PHOTOS Jahl Marshall
Jason Dovey is marking 10 years under the Bond & Co brand with a stylish new store refit. Of course there will be other celebrations rolled out, but the milestone of achieving a decade in the business of bespoke menswear and tailoring is one which he doesn’t take lightly.
Starting in the trade as a teenager in 1987, Jason has been in Devonport Road since 1992. In 2015 he opened his own store, specialising not only in bespoke tailoring, but also made-to-measure and carefully-curated off-the-rack pieces. After 10 years, he would probably consider that he has risen to the challenge he undertook when he made the decision to bring an upmarket menswear store to downtown Tauranga. Walking into the recently completed refitted store, the brighter, lighter feel is immediately apparent. Ushering in a new era, the interior has a sleek, modern finish, while still retaining the personalised feel for which Jason and his longstanding trusted team of wife Michelle, Chris, Marie and Jack, are known. Head towards the changing rooms at the back, and customers can sink into a leather armchair next to a fireplace while they consider their options.
It’s an exciting time to be in men’s apparel, where beautifully cut and styled menswear is increasingly celebrated as more than equal in impact to women’s fashion. With this recognition comes a greater ability to bring pieces to the market that Jason understands his clients appreciate.
“Since Covid our local suppliers have introduced international brands to their businesses as a way of going forward, so we’ve been able to source exciting, quality menswear pieces that are totally unique,” says Jason.
He brings out a selection of stunning shirts; one from R2 Amsterdam, another from Guide London who specialise in a sophisticated range of coordinated shirts, blazers and pants. A Fish Named Fred is a label that excels at patterns, reflecting the demand for pieces that are individual as well as stylish. The last one he shows me is a classic shirt from Florentino, an Italian brand; beautifully cut and detailed, crafted from high-quality fabric, which epitomises sophistication.
When showcasing his latest collection, it’s clear that for Jason his customer base is always front and centre in his consideration. He agrees: “We’re relationship based; it’s the personal touch that we want to deliver. We’re not a shopping cart business; we want face to face communication with customers in store.”
This also plays into another key aspect of the business. “The most important part is the fit of the clothes,” he adds. “People get put off when they pull something off a rack and it doesn’t look good. But our expertise is helping find the pieces that will work, and making sure every well-dressed man looks good.”
The connection with customers and the community is pivotal. Jason reflects on the fact that one aspect of the industry that keeps him invested (for which he is incredibly grateful) is the loyalty and support of his customers, both longstanding ones (some of which have been shopping with him for 30 years), and new. As we discuss the value of supporting local business, Jason laughs. He mentions that James Ashcroft, the internationally acclaimed movie director (who coincidentally was a recent UNO cover star) had come to him for tailoring prior to moving to New York to shoot his film with Robert De Niro. He then popped back in for more pieces on a whistlestop trip home. “Funny to think he’s shopped here for clothes to wear in New York,” he says.
I ask whether the past 10 years has seen a change in customer shopping habits. “Yes, absolutely. Men are undoubtedly more adventurous in what they will wear and what they’ll be styled in.” It’s refreshing to see more men embracing what a well-cut suit can do for not just their wardrobe, but also their confidence. The beauty of menswear is that pieces tend to be style, rather than trend driven, and the changes that happen are subtle and slow. I wonder if there’s anything currently influencing new looks. Jason points out that trousers have reverted to a classic straight leg rather than skinny, lapels have started to get fractionally wider, but quite exciting he says, is the slow evolution of the double-breasted jacket. “We haven’t seen it for about 30 years, and there’s been a few attempts to revive it. But this time I think it’s going to stick.”
With event and wedding season just beginning in earnest, Jason and the team are already seeing a buzz around tailoring, with some customers often finding either celebrity driven pieces or outfits on Instagram that have caught their eye. With events forming an important part of the business, Bond & Co know how to transform someone’s inspiration into reality, starting with that perfectly-cut suit. There are other ways to bring to life a look though, as Jason says: “It’s all in the detail. Pocket squares, buttons, collar stitching, neck trims – these are the things that are impactful.” And finally colour; even through the cooler months there’s a demand for lighter toned jackets. And for a final take away, “New Zealand has changed,” reflects Jason. “Don’t be afraid to express yourself.”