Mensland

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1956–20

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O’Keeffe’s Mensland

60 years in an ever-evolving fashion landscape A FORMAL CELEBRATION… From left, O’Keeffe’s Mensland sales assistant, Belinda de Waal, suit hire manager, Glenn Busk, owner/manager, Brendan O’Keeffe, co-owner, Kim O’Keeffe, office manager, Leanne Van Den Boom and sales assistant, Kathryn O’Brien are celebrating the business’ 60th anniversary this week. Photo: Emma Hillier.

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183 Maude Street, Shepparton 5821 3685

The Adviser. Australia No. 1:1312 Wednesday, July 20, 2016 – Page 21

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60th Birthday Feature 1956–2016 HIGH END FASHION… O’Keeffe’s Mensland owner, Brendan O’Keeffe has seen a lot of changes through the business over the last 60 years, but today the company offers high end, formal fashion options for men and top grade customer service coupled with great fashion advice. Photo: Emma Hillier.

Top grade customer service coupled with great fashion advice THE biggest change seen by O’Keeffe’s Mensland over the last 60 years has been the expansion of its formal wear, and today as well as offering high end formal

fashion options for men, the business delivers top grade customer service coupled with great fashion advice.

Owner, Brendan O’Keeffe said, “The success of the business over the years can be attributed to its location, friendly service, product knowledge and the actual men’s clothing being sold.

“Since we introduced Studio Italia into our suit range, we have been going gang busters, so to speak. It has a great fit and comes in great fabrics. And selling

a variety of slim fit shirts is what the market wants at the moment.

“We no longer sell raincoats, bowls wear, football socks and overalls, and this is a sign that we are moving with the times and really listening to what the consumer wants.

“Good customer service is something my father drilled into me when I first started working at Mensland. He said it drove his business when he first started.

“It is essential that staff members are

friendly, know sizing and have product knowledge as well as having good fashion sense of course. The customer is always relying on these qualities from the salesperson.

“By selling formal wear, the bigger national stores can’t touch us, because it takes expertise to know what the customer needs for their wedding or occasion and we can offer that with confidence.”

The transformation of men’s fashion FROM bell bottoms and pin stripes to slim fit, it has been men’s suits that have shown the transformation of style over the years.

In the 1970s, it was all about colour and bell bottoms were all the rage but things began to settle in the 1980s, where suits began to be worn with a better fit. In the 1990s, wearing a double breasted suit with a large fitting shirt became the

Page 22 – The Adviser. Australia No. 1:1312 Wednesday, July 20, 2016

latest trend and then, entered the pin striped suit worn with a slimmer fit.

O’Keeffe’s Mensland owner, Brendan O’Keeffe said, “The biggest change in style over the years has always been shown through suits.

“In the current decade the fits are slimmer, with most suits plainer.

“I always like the current era, because it’s today’s fashion. Plus, slim fit clothes look good on slimmer guys like myself!

“Looking back, I dislike the seventies.

Thank God I didn’t get married in that

A FLARE FOR FASHION… Sam Sabri in 1977, when suits were all about colour and bell bottoms. Photos: Supplied.

era,” Brendan jokingly said.

“The attitude men have towards fashion has changed a little. They have become more fashion conscience.

“Guys spend more on themselves now than before.

“The best advice I can pass along to help men with their fashion choices is to make sure that the suit, jacket etc. fits well and is not too big. And, most importantly, feel comfortable in the style they are wearing.”

A COMFORTABLE FITTING… Peter Webber in 1989, when suits began to be worn with a better fit.

THE ‘90S TREND… Matt O’Keeffe in 1990, when men began wearing double breasted suits with a large fitting shirt became the latest trend.

60th Birthday Feature 1956–2016 The Visionary

Matt O’Keeffe IT all began with Matt O’Keeffe’s vision to be successful and provide a good life for his family. Matt opened Matt O’Keeffe Menswear in 1956 with a goal to make money and have a chance to run a business his own way.

In fact, a tale from the past explains just how much he wanted to run things his own way. One Saturday morning Matt had sold a dozen red cardigans and he soon received a visit from the police, who suggested he stop selling the cardigans, as it was believed they encouraged misbehaviour.

Today, Matt would not believe how the business has evolved and grown to be as formal as it is.

Sales Assistant

Belinda de Waal

STARTING with O’Keeffe’s Mensland in 2002, Belinda de Waal thought that working for the business would be a nice change from working in women’s retail.

Belinda believes that the best thing about working at Mensland is the returning customers, who value good old fashioned service and the people I work with are fabulous.

Belinda’s fashion advice “Make sure your clothes fit well.”

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Owner/Manager

Brendan O’Keeffe BRENDAN O’Keeffe, son of Matt O’Keeffe, began working at O’Keeffe’s Mensland on July 28 in 1977 and was the business’ bookkeeper for three years.

Having always wanted to work for his father, Brendan saw an opportunity to one day own the business and stuck it out until his dream was realised.

Brendan says that his favourite thing about having a hands-on approach to his business is the interaction with staff and customers and that if you treat them like your best friend they will be very loyal.

Brendan’s fashion tips “Always try and get a correct fit and be a little bold when choosing shirts and ties.

Suit Hire Manager

Glenn Busk

GLENN Busk was employed on a part time basis elsewhere and needed full time work, so in 2005 he applied for a position going at O’Keeffe’s Mensland and hasn’t looked back since.

It’s the people Glenn encounters on a daily basis, whether they are his co-workers or clients, that bring the most amount of fun and enjoyment to his work.

Glenn’s fashion advice “You don’t have to sacrifice style for comfort or vice versa, they can both work together to achieve a great look.”

Office Manager

Leanne Van Den Boom IT’S because O’Keeffe’s Mensland is a family owned business and the flexible hours that Leanne Van Den Boom started with the business in February 2013.

Leanne says she enjoys working with fun, friendly people and the fact that she has variety between office work and helping in the store and that she gets to meet many wonderful customers keeps her smiling every day Leanne’s fashion advice “If your clothes fit well, you feel fantastic.”

Sales Assistant

Kathryn O’Brien KATHRYN O’Brien began working with O’Keeffe’s Mensland in 2014, taking on the job because she enjoys working in fashion and with customers.

Kathryn says that the best things about working with the business are the fun and friendly people she works with and the fact that each of them always provides great customer service.

Kathryn’s fashion advice “Looking your best makes you feel better.”

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60th Birthday Feature 1956–2016

O Keeffe s Mensland sets the latest trends ’

MENSLAND TODAY… O’Keeffe’s Mensland owner/manager, Brendan O’Keeffe with wife and coowner, Kim O’Keeffe. O’Keeffe’s Mensland provides high end, formal fashion for men and has been the place to go in Shepparton for 60 years. Photo: Emma Hillier.

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Celebrating six decades in an ever-evolving fashion landscape

BEFORE O’KEEFFE’S… Taken in 1952, the photo pictures O’Neill’s Drapery Store staff members, from left, Anne Cambrey, Danny O’Neill, Elaine Caldwell, Lou Dudding, Leonie O’Neill, Margaret O’Keeffe and visionary behind Matt O’Keeffe Menswear, Matt O’Keeffe. Photo: Supplied.

The future of fashion W H I L E t h e f u t u re of O ’Ke ef fe ’s Mensland is heading towards formal attire, fashion tends to always go full circle, only it is reborn with a twist.

O’Keeffe’s Mensland owner, Brendan O’Keeffe said, “Suits are very popular and our range is growing by the day and so I believe they will play a huge part in the business’ future.

“We have changed our displays

in shop recently, and we are always looking for new ideas.

“Looking ahead, I am hearing slim fitting, double breasted suits are not too far away.

“It is very hard to imagine what will be current in 60 years time, but people are buying more and more of natural fibres like wool and cotton, so I imagine that trend will continue.”

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FOR the last 60 years, O’Keeffe’s Mensland has been providing the region with the most up-to-date style options for men, moving with an ever-evolving fashion landscape and setting the latest trends.

O’Keeffe’s Mensland first opened its doors to the community on July 19, 1956 and operated as Matt O’Keeffe Menswear from the store’s first location in Gary’s Arcade, 98 High Street in Shepparton.

Owner, Matt O’Keeffe had many years working in the industry, gaining a good customer base through his time at O’Neill’s Drapery Store, and at the age of 35 he ventured out on his own to begin sharply dressing local men in both formal and casual wear.

In 1969, the business relocated to 183 Maude Street, which is where it remains today, servicing the wider and business communities, and even retains some of its original customers including 95 3SR

FM, Berkeley Apparel, Bonds, Bushes Blinds, Austico Ties and The Shepparton Club.

Current owner, Brendan O’Keeffe joined his father in the business in 1977 and fondly remembers the changing styles and the store’s growing customer base, which has included the sale of wedding suits to Olympic gold medallist, Brett Lancaster and champion golfer, Jarrod Lyle.

Brendan said, “My dad taught me to work hard and to use my brain. He used to say ‘God gave you brains, now use them!’

“We used to sell everything you could imagine. If a guy wore it, we sold it. There is nothing that we didn’t sell.

“The store has evolved over the 60 years in business and we tend to now cater for formal wear more so than casual.

“I am looking forward to the future and seeing how the industry continues to evolve.”