A decade of dapper
Bond & Co celebrates a decade downtown, and the timeless art of tailoring.
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.”
Suits you, sir
Jason Dovey is known as the best in the biz. Even 007 himself would approve of his crisp collars and on-trend tailoring.
Jason Dovey is known as the best in the biz. Even 007 himself would approve of his crisp collars and on-trend tailoring.
Words Nicky Adams | Photos Salina Galvan + supplied
Seeing a Bond & Co tailored suit worn in 2019 by Black Cap captain Kane Williamson, to meet the late Queen Elizabeth II at a tea party at Buckingham Palace, was a career-defining moment for Bond & Co owner Jason Dovey. Over the years he has built up a loyal client base of repeat customers that includes everyone from high-profile local businessmen to sportsmen, politicians to musicians – but when it comes to his threads being showcased at a royal palace, as Jason says, “That doesn’t happen to everyone in their lifetime.”
Jason, his wife Michelle and the Bond & Co team do, however, consider each event that they dress their clients for of equal importance, whether it be a wedding, black-tie occasion, board meeting or simply someone investing in a cornerstone piece for the wardrobe. “I love making people look good and feel good – that’s the drive behind it,” says Jason. “It’s about sending them out feeling a million bucks.” There’s care and attention for each and every customer: “It’s not a help yourself, that’ll do set-up.”
Jason is a stalwart of high-end men’s fashion in Tauranga, having started in the trade in 1987, initially at Warnocks before moving to Molloy’s Menswear on Devonport Road in 1992. In 2012 he bought the business, rebranding to Bond & Co in 2015. The store still proudly sits on Devonport Road, albeit on the other side – a small change (along with a stylish refit) that, despite the continuity, denotes a fresh feel.
Over time, Jason has watched menswear both evolve and, in some cases, circle back. Over the last six or seven years, he has seen a resurgence of black tie and the tuxedo (“You can’t beat a guy in a tux – it’s just a transformation”). However, for less formal attire, there is a trend towards soft suiting of blazers and jackets. As Jason says, “The office is not as corporate as it used to be. Yes, people are still wearing a suit, but there’s a lot more blazers, smart-casual chinos and that sort of thing being worn.” This move to more casual workwear has prompted stylish alternatives. “Shirting has become more interesting,” Jason muses. “There’s more variety with, trims, buttons and so on to make the shirt the statement and pop. Men have definitely become more adventurous in the last 10 years and are prepared to wear a floral shirt.”
An exploration of a wider tonal palette for wedding and occasion suiting is another development, with green currently the strongest colour leading the way. Jason illustrates the point by bringing out a rich forest-green suit jacket with contrasting stitching – this, together with a linen lichen-green jacket has been flying off the shelves; the jacket paired with black pants proves a striking look for a wedding party.
While eventwear is a motivator for purchasing an off-the-rack or tailored suit, in general, formalwear has been updated by the “slim fit”. This is particularly appealing to the younger market, as it feels fresh and modern. Developments in fabrics have also increased the wearability of a suit. While wool is still the most popular fabric, and velvet is the ultimate in luxe and polish, for everyday wear the addition of stretch to classic wool is looking to be a game-changer. Demonstrating the classic male crossed-arm flex/hunch move, Jason illustrates just how great it is to have fabric with movement “for men sitting on an aeroplane, or just for comfort in general.” The fabrics used for suiting are sourced from fine Italian and British mills, with the main suppliers the illustrious Rembrandt and Holland & Sherry.
Along with roots steeped in the culture of high-quality tailoring and impeccable service, Bond & Co is a very modern entity. Providing head-to-toe styling with accessories such as shoes, ties and pocket squares, there is a wide range of off-the-shelf shirting, suits, jackets and pants, along with selected pieces of casualwear, all of which can be quickly altered to fit to perfection via the onsite alterations workshop, operated by Michelle (she also caters to casual walk-ins for both menswear and womenswear). Should a client be after a made-to-measure piece, the choice of fabric is enormous, and typically a garment would take approximately
six weeks to make. Tailored shirting is produced in New Zealand in around four weeks – a bespoke waistcoat can be made in store with an even more impressive turnaround time. Additionally, Bond & Co offers the option of occasionwear hire.
While specialising in menswear, Jason and Michelle have recently extended their repertoire to include a curated collection of womenswear. It made sense to offer the ladies – who would often be in store assisting their partners – something to browse. Along with a beautiful line of shirting, the option of made-to-measure appeals to women who appreciate the sartorial value of a tailored garment; equally for those that can never find the perfect piece off-the-rack, a bespoke fitted investment piece is invaluable. This move is just another innovation that Jason and Michelle have introduced, proving that beneath the traditional exterior is a business with its finger on the pulse.