Contrary to popular belief, seersucker is not just about casual outings in the summer. Nowadays, American men realize that everyone has their own personal definition of seersucker style, whether it is for business or for pleasure. Seersucker can be worn many ways. It is a style concept and an experience, a moment as well as an evolution. Seersucker is the merging of well-spirited fashion with modified reality. In short, trust me, you can wear seersucker now. More importantly, I can assure you that once you start wearing seersucker, it will become a staple in your wardrobe.
Since each man is an individual, comprised of his own visions and standards, each person defines seersucker is his own way. My definition is probably not the same as yours, nor is yours exactly the same as that of other people you know. The first basic rule of seersucker, and perhaps the most important, is that there is no one universal definition on how to wear it. We each have our own style, and every one is equally capable of flexing their way. Over the years I have consulted with thousands of people who sat before me with abundant questions about seersucker. So many are lost in knowing seersucker’s greatness. It all comes down to how you perceive your style.
Haspel was founded in New Orleans and quickly established its heritage when Joseph Haspel Sr. invented and popularized the seersucker suit. Through the next decades, the brand contributed greatly to menswear fabric innovations like wash-and-wear suits. Today, fourth-generation owner Laurie Haspel, who re-launched her family’s brand for the modern guy, runs the brand.
This year, Haspel celebrates 110 Years. To celebrate, the family-owned menswear brand announced a capsule collection and a raft of parties, pop-ups, and partnerships to roll out during 2019. One of the oldest family-owned apparel brands in America, Haspel has developed really cool seersucker styles. The company moved to a direct-to-consumer model in 2017 to better serve its customer. It refined its sourcing techniques—including moving its tailored production to Hardwick, Tennessee. The brand refreshed its assortment and product cadence. This year serves as a moment to recognize the brand’s great history and modified future as a digitally native, Louisiana-bred brand. Make no bones about it; Haspel is born in the USA.
“As an American fashion brand, being able to celebrate our 110th anniversary is a truly momentous occasion ,” says Haspel CEO, and fourth-generation owner Laurie Haspel. “Haspel clothes were made for a good time and we know how to celebrate big moments like this. We know both young and old will join us as we look ahead to the next hundred and ten years.”
In celebrating eleven decades of style, Haspel will launch a capsule collection of suits inspired by the company archives. Utilizing vintage-style fabrics and silhouettes, this collection will pay homage to the brands rich history. To be clear, only 110 pieces will be produced, and each garment will be numbered and feature a unique Haspel label. The Archival Collection will launch in conjunction with National Seersucker Day, a nationally recognized day for celebrating this unique American garment set for June 13, 2019, and will be available on Haspel.com.
In addition to the archival collection, the brand will celebrate National Seersucker Day in New Orleans with an exclusive dinner for media and friends of the brand. The evening will provide guests with a taste of Louisiana and a glimpse of Haspel’s history.
It is also important to point out that this holiday season, Haspel will unveil its first ever-formal collection. The capsule extends the brand’s DNA by focusing on cotton fabrications made for the holidays and will include seersucker tuxedos, tartan dinner jackets with grosgrain lapels, a white cotton shawl-collared dinner jacket and several velvet dinner jackets. Just think how awesome it will be to attend a summer wedding in a seersucker tuxedo; for me, this is an answer to prayer;
Events will be key to Haspel’s anniversary year. The brand has partnered with renowned New Orleans specialty store Rubenstein’s, where they are popping up with their full Spring/Summer assortment of tailored clothing. The first name in men’s style in New Orleans, Rubenstein’s has sold Haspel for decades and continues to be a vital partner for the brand as it enters its twelfth decade
I recently had the privilege of speaking with Haspel’s president and fourth generation owner Laurie Haspel about how the brand has modified styles to capture a transitioning menswear market, where men can wear seersucker and how through advancements in technology and design, this iconic American brand has been achieving great success by dressing men for the last 110 years!
Joseph DeAcetis: Talk to Forbes about the brand DNA and history?
Laurie Haspel: Haspel is all about music, food, and booze. It’s about clothing meant for a good time. It’s classic clothing from a family-owned and operated brand that still has relevance in today’s market, but now it’s even better. My great-grandfather, Joseph Haspel, Sr. was one of the first fabric innovators – creating technical fabrics that could withstand the everyday man’s lifestyle.
JD: What is your competitive advantage?
LH: While seersucker put us on the map, we can still rightfully claim that we are the originator and that we do it better than anyone else. What started as a worker’s uniform fabric was transformed into a gentleman’s suit and later incorporated seamlessly into sportswear and other accessories. When man wears seersucker, people often stop him and ask, “Are you wearing a Haspel?” It’s like grabbing a Kleenex instead of a tissue.
JD: In your words, describe Haspel’s current collection?
LH: Classic with a twist of novelty.
JD: What makes Haspel unique?
LH: They’re the clothes you put on for ALL occasions – from special events to just going out to dinner. Haspel is an aspirational brand inspiring travel to New Orleans, the greatest destination. You want to feel as if you are always on vacation.
JD: If Haspel was a song, which would it be and why?
LH: “Sucker” by the Jonas Brothers, of course.
JD: How is Haspel addressing modern day men’s wardrobe needs?
LH: It’s all about separates! We design our seasonal collection pieces so that they can be worn on their own – and the same goes for our tailored classics (seersucker, linen, pincord, and poplin suits). Think about it – if you buy separates knowing that you can wear the pieces together for weddings or other special occasions, you’ll get twice as much wear out of them. We also have a stimulating sportswear collection of shirts that can be coordinated with our jackets. We make it easy for you to put together your outfit.
JD: How can you inform our readers about how, when and why they can wear seersucker?
LH: First rule is that there are no rules! Haspel’s seersucker can be worn all year-round. We now produce tonal-colored seersucker such as navy with black that can be worn in the cooler months, which still have lingering heat. The beauty of seersucker is that it’s easy to mix-and-match. You can wear the tailored clothing in a classic style as a two-piece nested suit or as separates with denim. The sportswear consists of shirts, shorts, and accessories – and everyone knows how to accessorize those! (If you need assistance, check out our social media @haspelclothing or contact us at fashion@haspel.com) We are working on a video series that you’ll be able to find online and on social media that will help with coordinating outfits.
JD: What are your day-to-day job responsibilities?
LH: Almost every day I find myself in either a PR meeting or a marketing meeting. Now that we have moved to a direct-to-consumer model, it’s necessary for us to create great content, which includes both photography and video. It’s nice to be able to offer the entire Haspel product mix online where it’s accessible to everyone 24/7. I read the consumer emails and testimonials, and I also give a lot of THANK YOU’s along the way to my Haspel team and to our customers.
JD: How has technology aided Haspel in both e-commerce and fabrications?
LH: Joseph Haspel, Sr. was THE innovator of technical fabrics. After he mesmerized his customers with seersucker, he later went to Dupont to incorporate Dacron into his fabrics for stretch and resistance. From there, he created the Wash-n-Wear suit. We are now using stretch in most everything we do.
JD: If you could choose one celebrity you’d like to see in Haspel, which would it be and why?
LH: George Clooney! He defines classic, charm, and sophistication without being pretentious. He is also debonair, has a sense of humor and is a true gentleman. I’ve basically described my grandfather!
JD: How is Haspel marketing to millennial’s and Gen Z?
LH: Haspel resonates with those generations through the brand’s voice, which has a touch of wit, humor, and reality too. We’ve found ways to give these men permission to wear our clothing.
JD: What’s the best thing about wearing seersucker?
LH: It’s cool and it’s cool. That story never changes.
JD: What is your growth strategy?
LH: Before I re-launched the brand, it was limited to men’s tailored clothing. We’re ready to dive into other categories now that our sportswear has taken off. We’re careful not to introduce too many new categories all at once. We’re launching a formalwear collection this fall consisting of dinner jackets, velvet sports coats, and a new seersucker tuxedo. Our event business has skyrocketed. We outfit groomsmen for weddings all yearlong as well as people attending destination weddings all over the globe.
