Are Bespoke Fashion Brands Taking Over?

An interview with SPSR Studio.

SPSR Studio: https://www.instagram.com/spsr.studio/

Esteban: Thanks so much for your time, Samy. I really appreciate you doing this.

Sam: You're welcome, man. It's great to be here with you.

Esteban: To kick things off, can you give us a brief introduction?

Samy: Sure. So, my name is Samy. I’m half Egyptian, half German, born and raised in Germany. I’ve pretty much only worked in fashion my whole life. I started in retail when I was 15 or 16, and then I attended a fashion management high school. After that, I did my bachelor's degree at the Amsterdam Fashion Institute. While studying, I worked at fashion wholesale agencies, selling high-end fashion—mostly from Italy—to the DACH market (Germany, Austria, Switzerland). After finishing my studies, I started my career at a German design brand called Strenesse, which is a high-end brand. I worked in sales, eventually managing the entire German market.

After a while, I switched to a more progressive denim brand from Amsterdam, G-Star RAW, where I became Head of Sales for Germany, Switzerland, and Austria. Through those 12 years in the industry, I noticed how much the market was changing and that the traditional way of doing things wasn’t working anymore. That's when I decided to create my own brand—SPSR Studio—to better adapt to those changes and build something that reflects the current market dynamics. I also teach courses in fashion at my former university, focusing on menswear and future retail trends.

Esteban: So, your background is heavily rooted in traditional sales, yet SPSR Studio operates as a private tailoring service, by appointment only. It’s quite different from the standard fashion sales structure. What made you go against that, and what disappointed you about the traditional system?

Samy: Yeah, great question. In my opinion, there's a major disconnect in the fashion industry right now. Everything we do—producing, managing, and selling—leads to that key moment where the consumer meets the product, usually in a multi-label environment like department stores or boutiques. But nothing magical happens in those moments. The product just hangs there, and that’s it. We’ve lost the excitement in retail. There's less staff, less consumer engagement, and overall, it's just... boring. Retail is boring, and that’s why consumers have become disillusioned with it.

After 20 years of digital overload, people are starting to return to physical retail, but they’re left disappointed. That’s what I want to change with SPSR. I’m focusing on creating a moment with my consumers at the point of sale that is memorable and engaging. Everything I do is about that moment—making it special. That’s how SPSR Studio stands out.

Esteban: Could you explain a bit about the SPSR Studio business model? For those unfamiliar with private tailoring services or a more bespoke approach, how does it work from a customer's perspective?

Sam: Sure. So, there are two sides to my business—B2B and B2C. On the B2B side, I work with high-end stores in Germany that carry my ready-to-wear collection. I’m very close to market trends and developments, so I deliver these collections within a short lead time of about four to six weeks. But wherever my brand is sold, I make sure to bring something special to the experience by collaborating with artists, musicians, or other creatives to enhance the in-store environment.

On the B2C side, I offer a private tailoring service in my showroom in Stuttgart. Customers book an appointment, and we spend one to two hours co-creating a product tailored to their measurements. I call it “Made to Fit Smooth,” rather than “made to measure,” because we work together to create the perfect fit and design for each individual. It's a much more personal experience.

Esteban: With the made-to-fit model, you’re clearly delivering a personal experience. But how does this work logistically from a retail perspective, especially when it comes to lead times and fitting into traditional retail cycles?

Samy: That’s a great point. My B2B model is straightforward: I deliver ready-to-wear items within a lead time of six weeks, but I make sure these collections remain limited. Every point of sale only receives 10 pieces per style. Once they sell out, that’s it. No oversaturation. And I don’t allow my retailers to sell SPSR Studio online—I want to preserve the physical experience.

For B2C, it’s even more personal. Customers come to my showroom, and within three weeks, they receive their custom-made suit. If they’re in a rush, we can deliver within five days for an additional fee. It’s all about maintaining flexibility and a direct relationship with the consumer.

Esteban: That’s impressive. Now, let’s talk about the early stages of SPSR Studio. What was your first step in building the brand? Did you develop a full collection and start selling wholesale, or did you begin with just one product?

Samy: I started with suits. Suits are my passion, and it’s where I’ve invested the most time and effort. In the beginning, I worked out of my own network—people I trusted in fashion. I told them, "Hey, this suit might not be perfect, but let’s figure it out together." That helped me improve quickly. I perfected my suits over time, then gradually expanded into other product categories, but I always stay close to my consumers, learning from them.

Esteban: You mentioned not creating large inventories or taking on big stock risks. How did you manage that with your made-to-order model, and how did it help your cash flow?

Samy: I’ve always worked on an on-demand basis. If a retailer orders from me, I start production immediately. If a customer in my showroom orders a suit, we produce it and deliver it within three weeks. There’s no dead stock, no excess inventory sitting around. That keeps my cash flow healthy and minimizes the risk of unsold goods. I never have to discount my products heavily because I’m not sitting on mountains of inventory.

Esteban: It sounds like a smart way to operate, especially in a volatile industry like fashion. So, looking back, what’s been your biggest challenge in building SPSR Studio?

Samy: The biggest challenge has been constantly refining the product. Getting the right fit, fabric, and price, and delivering it on time was the most difficult part, especially during COVID. But it’s a process of constant improvement—produce, fit, judge, correct, and repeat. That's how I’ve tackled it.

Esteban: Last question, Sammy—what’s one piece of advice you’d give your younger self, knowing what you know now?

Samy: Don’t create big stocks. It sounds simple, but it’s a mistake a lot of people make. Fix your sales channels, perfect your product, and then grow naturally from there. And always create a product that your brand can be known for—a signature piece that stands out. That’s the foundation.

Esteban: That’s solid advice. Thanks so much for this conversation, Samy.

Samy: Thanks, Esteban. It’s been a pleasure.