‘Belfast Not Milan’ – NI brand Remus Uomo launches first casual range store in Ballymena
Ballymena is the unique setting for the first casual store of men’s clothing brand Remus Uomo.
The company will host the official opening on Saturday 29th October to present their new casual only range on Wellington Street, next to Wallace, where this Belfast brand launches the collection with their manifesto; ‘Belfast Not Milan’.
Remus Uomo has been in business for over 30 years but the origins of the brand span back through three generations of drapers. From their beginnings and growth in Belfast, they have since expanded throughout the British Isles, Ireland and beyond, with their roots remaining firmly in Northern Ireland as part of leading menswear brand house Douglas & Grahame established in 1924.
They are now stocked in over 400 independent retailers and department stores.
The local genesis of the business and opening their store alongside the heritage brand Wallace is something they take great pride in, as Brand Director Michael Finlay explains:
“This season our chosen campaign is ‘Belfast Not Milan’ which is the first time we’ve owned the fact we’re from Belfast and we’re very proud to say that we are.
"Since our launch in 1991, Remus Uomo and Douglas & Grahame have had a rich relationship with Wallace, and it is one that we hold dear. We enjoy and admire the fact that Wallace has gone on that journey with us.”
The new range in store will be very different for Remus Uomo. They have traditionally been known for their sharp, formal tailoring, which will still be available next door at the core of the Wallace collection. But it is this experience and craft that has helped shape the foundations of the new casual range.
“People think of us as a suit brand and we’re proud of that,” Michael explains. “It’s the backbone of the brand. It’s where our heritage is, it lies in tailoring. So that has allowed us to create this broader lifestyle brand, allowing us to bring in the casual elements and products but using the knowledge of our smart tailoring heritage to underpin everything we do. So every piece we create is of a quality we can stand behind.”
The Remus Uomo casual range uses core essentials as the foundation for each season’s collection. Wardrobe staples and classics you would expect to find in every man’s wardrobe from essential t-shirts, cotton oxford button down shirts, merino wool crew neck sweaters and jersey sweatshirts as well as things like plain chinos, core overshirts and other transitional pieces.
“The store will have that continuity of core essentials,” says Michael, “Then as we move through the year we start to add feature, seasonal products. So in winter you'll find medium to heavy gauge knitwear in things like chunky cable knits in both core colours and feature colours - for example this season, mustards and strong blues are very important. Plus tailored wool coats in a selection of colours, natural tones like rich browns, terracotta and camel which complement the typical navys, blues and greys.”
The interior of the store is an exceptional piece of design and architecture. Soft whites, blacks and concrete feature alongside vintage inspired tiles with a warmth coming through cracked oak drawers, shelving and tables. A clean and simple colour palette is the perfect backdrop to display the new collection.
In store on launch day, people can expect a great atmosphere, as Michael explains:
"We’re creating a buzz around the launch with a DJ soundtracking the day, plenty of activity in store and you will find Remus Uomo reps around the town with all the promotional details you will need.
"If you spend over £100 you get 10% off. Spend over £200 you get 20% off and if you spend over £300 you get 30% off. So a great introduction to the store for the folk of Ballymena where we’re extremely proud to launch this unique Remus Uomo collection.”
The opening launch takes place on Saturday 29th October from 9:30am at
Remus Uomo, 39-41 Wellington Street, Ballymena, BT43 6AD.