Kartel: Distinctly Irish

There has never been much to cheer about by way of home-grown Irish fashion brands. Dublin clothing firm Kartel however, has been flying the flag for over 60 years.

The tale of John Swan starts out like a Dublin version of Angela’s Ashes but has developed into the story of Ireland’s most recognisable and internationally successful men’s clothing brand.

John left school as a 14-year-old and took up a job with a local tailor. It wasn’t long however, before the ambitious youngster was looking to go out on his own. In 1946 he set up his own modest clothing company in two small rooms above a pub in Dublin’s Hill Street.

“They were tough times, and the company struggled for many years,” says Karl Swan, the grandson of John and current MD of the Swan family business. "On one occasion in the early days things were so tough that my grandfather feared he would have to close the business."

Karl Swan, Kartel MD                                             

60 years later the company is one of Ireland’s largest clothing distributors selling in 22 countries. “The key countries include the UK, Sweden, Denmark, Spain, France, much of Eastern and Central Europe, the United States, South Africa, Dubai and Japan,” adds Karl. “We’ve come a long way from our humble beginnings above that pub on Dublin’s Hill Street and it’s really exciting.”

The firm started out making men’s suits and although it still carries a large range, is also now carries a broad selection of trousers, men and ladies premium golfing apparel and a significant casual jeanswear collection. The suit collection has a professional, chic look to it while Kartel’s casual wear is friendly, relaxed and functional.

Although much has changed in the industry, Kartel has managed to hold onto some of the original hallmarks. “Kartel isn’t flashy or garish,” says Karl. “It’s strong, classic, stylish fashion.”

Vibrant

Karl believes that men in Ireland and further afield are now more willing to express themselves through their clothing and particularly through colour. The company’s summer range very much reflects that progression and the Spring/Summer 2010 collection is based around the theme of the South American Coastline. “The Kartel summer colours are bright, lively and fun,” says Karl. “The collection uses relaxed summer shades of blue and green with brighter lemon and coral adding more vibrant colours. Red, navy and white are also key colours this season.”

Kartel clothing has long been lauded as a brand which delivers durable and well made clothing items – you feel like you’re getting something for your money. “Kartel polos wash and wear forever so have always been really popular for us,” adds Karl.

This has been carried over to one of the newer additions to the Kartel stable – outerwear. “Jackets are currently our rising star,” says Karl. “We have invested considerably in the fabric, details, finishing and linings of our outerwear, and our customers really seem to appreciate the difference.”

Kartel's new spring/summer range is proving popular                                

One of Kartel’s long-time partners is Irish golfing legend Padraig Harrington - the company has been involved with the Dubliner for 14 years. That makes Kartel his longest standing sponsor as well as his only remaining Irish sponsor and Karl is full of praise for the 38-year-old: “Padraig goes above and beyond the call of duty, not just for Kartel, but for everybody. What you hear about him through the media doesn’t go anything like far enough to express what a gentleman he truly is.”

Padraig's involvement has also been of a practical benifit to the clothing line. “Occasionally Padraig will give design input into some of the more technical golf garments,” says Karl. “It is always exciting to get his professional input into how we can improve our products.”

Downturn

So has the downturn impacted business? Are Irish men still buying clothes? “Since the start of the downturn, men have been particularly careful in opening their wallets to fashion,” explains Karl. “The trend has been to buy more for necessity and often men do not see fit to treat themselves to a new item of clothing as often as they may have in the past.

“As a result, a lot of menswear retailers have felt the pinch but we have worked really hard to offer our customers the best fabric qualities, the most luxurious finishings and interesting colour options and I think men will always find some budget to buy quality items that make them look and feel good.”

Robert Carry