I have known the shirt designer Ignatious Joseph since the late 1990s. There’s hardly a men’s fashion fair where we haven’t met. Whether in Italy, Germany, England or France. In addition, we have always arranged to meet for lunch and tea.
Ignatious Joseph is an exciting conversationalist who knows how to formulate his opinion on men’s fashion, style and clothing culture very succinctly. His personal trademark has always been his custom-made red shoes. When he is approached and someone asks where the shoes come from, Ignatious Joseph sometimes says with a serious face: “From Aldi”. Then he laughs out loud. Ignatious Joseph has a sense of quirky humor, which I really like.
However, Ignatious Joseph’s fame in the fashion world is not based on his preference for shoes, but rather on his shirts, which are available at top addresses worldwide. On the shelves, they are immediately recognizable by the yellow shirt boxes – here, too, his talent for the brand-defining use of color is evident. As with the shirts themselves. The typical IGN. Joseph has a multicolored design, the slightly spread collar is cut wide and high and finished without taping.
For many fans of these shirts, they are the epitome of Italian elegance. Those familiar with British shirt culture are more likely to see the influence of the English gentleman’s style and Jermyn Street. There too, shirt collars are traditionally slightly larger and also unbuttoned. This influence is not surprising when you know that Ignatious Joseph grew up in Sri Lanka. The British influence was still very much in evidence back then. Ignatious Joseph has skillfully combined it with the Italian look to create a very successful brand.
Ignatious Joseph recently launched his website. But he doesn’t just present shirts there. In an exclusive interview, he told us what you can discover there and why.
Feine Herr: You have been known for many years as “the man with the red shoes”. And of course because of your shirts. When did you come up with the idea of expanding your collection and offering it online?
Ignatious Joseph: In over 20 years, contact with customers has evolved. I have often been asked for details beyond the shirt. We have experienced a change in that the classic men’s outfitter can no longer rely solely on visitors to his store. In addition, the actual market for tasteful, effortless elegance has long since become international. It was therefore logical to market my collection digitally, especially to promote the conversation about style among the younger generations.
Are these products exclusively available there or also in stores?
You have to make a fundamental decision when it comes to online marketing. I believe that a decent merchant should not compete with himself or his business partners. For example, I don’t want customers to go into the store, get advice, but end up buying online to save money. So I decided to sell via the web store. Exclusivity also prevails there.
What are your favorite pieces from your collection?
Over the years, my love of beautiful headwear has grown stronger and stronger. In the north, the fine hair felt hat plays a major role. Since I’ve been spending more time in the sunny regions of the world, I’ve come to appreciate the neat straw hat more and more.
Things are getting more and more casual in Germany. Is the casual culture reflected in your collection?
What does “casual” mean? I choose appropriate clothing according to the occasion. “Effortless elegance” has never been at odds with relaxed behavior and informal or even more sporty occasions. When we talk about “casual”, we really shouldn’t ignore the range between “permissible” and “negligent”. If we don’t properly dignify a situation, even with our wardrobe, then we create an uncomfortable tension. “Casual” clothing does not necessarily mean comfortable or appropriate. I still think that paying attention to how we dress is the best way to achieve serenity – and also the social state of mutual respect that I hope we are all committed to.
Why are “Made in Italy” products so popular worldwide?
“Made in Italy” is coveted around the world, as Italian craftsmanship still combines artisanal skills and high-quality basic materials. This has a lot to do with traditional family values, which are still highly valued by the majority of the world’s population. Of course, decades of solid marketing have contributed to this success. I myself am proud to be able to contribute to this success.
Apart from Italy, where else in the world can you be found?
I like to be where the sun sinks into the sea.
What style tips do you have for our readers?
A friend of mine always says about learning foreign languages: “After all, it’s easy to remain silent in any language.” If I apply this analogy to style, it means that style comes from self-awareness and a willingness to communicate. A style lives from the commitment with which it is realized. Keyword: authenticity.