Not a hairshirt in sight as top store puts a €10m vroom into its revamp
Wednesday October 15 2008
yesterday, on a day when many an Irishman considered reaching for his flat cap, string vest and hobnail boots, Brown Thomas threw caution to the wind by launching its €10m revamped state-of--the-art menswear department in Dublin.
There wasn't a hairshirt or a darned sock in sight on these glimmering shelves but plenty of Charvet shirts, silk cravats, patent spats and Swarovski cufflinks.
This luxury lair of designer labels stretches for 22,000 sq ft in the lower ground floor of the Grafton Street store.
This week they even removed the precious new doors of the store to ferry a Porsche, a Ferrari and an Audi sports car into the department in conjunction with the Top Gear Live show.
Men and cars are like women and shoes -- inseparable.
Last night's launch, organised by BT CEO Nigel Blow, was in association with the Top Gear Live event, which takes place at the RDS.
Guests revved up to register for tickets for the show and made a pitstop at the champagne bar to meet The Stig -- the show's anonymous driver.
Paul O'Connor, menswear buying director, explained that the Celtic Tiger witnessed the evolution of the well-dressed Irishman who is prepared to spend €800 or more on a good suit; €300 on cufflinks and €50 on a pair of Calvin Klein boxer briefs.
"The Irish male won't buy a coat every season, but he will invest in a good Bamford overcoat and Canali pinstripe suit and use them sparingly," he said.
Mr Blow said: "We are absolutely thrilled to be the headline sponsor of Top Gear Live.
"It's a perfect marriage between the elite marques of the motoring world with our exclusive international menswear collections housed in our stunning new menswear department".
- Kathleen O'Callaghan
