AUGUST

Richard August is the CEO and founder of the Norwegian brand August of Norway. He is a very elegant man and a friend of our magazine. We caught up with him to see what’s new in his life.

Styling, tailoring, outfits for certain events, how suit fabrics are made, how garments fit, how we professionally tailor on a button for a jacket and so on... We recently invested in professional video & photography equipment for producing high-quality videos and photos for Facebook, Instagram, YouTube and our website. The future is looking quite bright for AUGUST.

Website development & ready-to-wear products are the second thing.

As of now, we are mainly focusing on our local clients in Norway, but we do accept orders from other countries as well. One way of increasing our sales is through our website. We just recently started working with a new shoe manufacturer which is able to handcraft our unique designs. So basically, the plan is to provide clients all over the world with ready-to-wear products such as shoes, ties, bow ties, cufflinks, sock garters, socks and other one size fits all accessories. All is available at an affordable price.

How do you see classic menswear now? Has your relationship to it changed in any way?

In our last interview, we discovered your business and the things you value in your personal life. What is new? How is your brand going and what is new in your life?

The brand is doing great! The time after Covid has been incredible. Our products and services continue to grow and for each suit and shirt we make for our clients, we contribute to making small improvements. The last time we spoke, I had just started my tailoring practice. This is going quite well and puts us way ahead of our local competitions. After starting my tailoring practice, I’ve been so lucky to partner up with someone I now can call my colleague, Elias Almèn. Since last year we have doubled our stock of fabrics and collections. We now house famous fabrics such as Vitale Barberis Canonico, SCABAL, FINTEX, DORMEUIL, Sergio Torello, and many more. Trust me; you’d love it!

Privately not much has changed. Since business is taking up most of my time, I’m using the remaining time to recover and prepare for the next day or week of work. And to be completely honest. I like this. Being busy gives me purpose and meaning in life. Nothing feels better than taking a well-earned vacation with family (or friends) after a long and hard period of sales and tailoring.

What are you currently working on?

As of now, we are currently working on two important things in our company:

Number 1. marketing & 2. website. The BEST way to get clients into our shop is by selling them the knowledge of classic menswear. Teach the viewer (or reader) as much as possible!

I’m still in love with classic menswear and will continue to be so throughout my life. The only thing that has changed is the fact that I personally have moved away from slim-fit clothing to focus more on drape. Longer and looser garments which I can easily move in. There is nothing that is more painful than having a suit you love and not being able to wear it because you have outgrown it... If it is too big, it can always be tailored smaller to fit your figure.

What direction are you planning on taking on your brand in the near future?

Bergen city! As of now, we have our very own Showroom and Studio in Askøy (a small town outside of Bergen city. It’s basically two facilities we own which we use to provide our clients with tailoring and fittings. The Showroom is where the client can see our designs and our fabrics. The Studio is where the magic happens, the tailoring and alterations of garments.

Once I get the opportunity to move my company closer to Bergen City, I will do so. This will attract more clients and also more international clients as it is very easy with transportation from the airport to Bergen City. Hopefully, we are in Bergen city by the year 2024.

Last time we talked, you mentioned a funny story about your son. Is he still interested in being nicely dressed?

Yes, I recall it quite well. My son’s interest in suits is growing with his age. In about 2-4 years, I will start teaching him simple techniques such as ironing garments, pressing, tailoring buttons, making buttonholes, and of course, shoe shining! Hopefully, this will ignite his flame of interest in classic menswear.

And to answer your question even further. Whenever I introduce him for new people, they always ask him, ‘’Sivert, do you like suits as much as your father?’’ ‘’Yes I do’’, he replies. Then the follow-up questions are always the same. ‘’What is your favorite suit, Sivert?’’ Which, he kindly replies with a humble smile on his face: ‘’Tuxedo.’’

Side note: My son’s name is Sivert August. My clothing brand is named after the middle names of myself and my son. The idea is to make this a family business that will run in generations to come.

As a dad, what is some general advice you would give your son?

I love this question! I will refer to a quote I wrote somewhere that I do not recall at the moment, but it resonated with me.

‘’It’s nice to be important. But it is more important to be nice.’’

-Unknown

A warm smile and a good handshake go a long way. I’m not impressed by fancy watches, fast cars or big houses. I’m impressed when people pay attention and have a genuine interest in other people.

‘’Irons your shirt. Shine your shoes.’’

-Richard August

I cannot believe how many people don’t know how to iron a shirt. It’s so simple & quick, and the result is always worth it. The same applies to shoes. Most people slide into their shoes and head out their door. Without looking twice and checking for dirt or stains on their shoes. Why are these two things something that important to me? Simply because it reflects a gentleman or lady who takes care of themself and the things they care for.

One last question back to classic menswear, do you think it will make a comeback in the future, or will it remain a certain niche?

Personally, I believe that loose-fit garments will make a comeback as slim fit has been the main focus for about 10 to 15 years now. Why loose-fit garments? This has to do with a couple of things. Fast fashion is not eco-friendly, which is a big problem today! Classic menswear is all about investments and style. Not fashion! Fashion comes and goes, but personal style remains. A well-made garment can last a lifetime if properly cut, maintained and worn. Besides this, we all know that fashion comes and goes. What’s the latest trend this year will be ‘’outdated’’ the next year. At the same time, a navy or black suit will always be elegant and sophisticated, no matter the occasion.

Discover August of Norway online at augustofnorway.com