One of my favorite things to watch when I was a kid was a game show called Wheel of Fortune and on the show from time to time the category would be “Before and After.” The challenge was to complete two phrases that they’d put together using one word as the segue. This is what I walked away thinking as I left Mitchumm Industries new flagship store in Como, Italy yesterday.
I had the pleasure of being invited to the one year anniversary event of, what I found to be, an extraordinary brand of mens’ clothing. But even more intoxicating than the clothes, accessories and the ambiance was the cool powerful personality of the man at the helm, Mr. Alex Mitchumm.
Alex grew up under the creative eye of his father, Daniele Tino, the founder of Mitchumm Industries. The brand was founded in 1976 on Manhattan Beach near LA, nearly 10 years before Alex was born, but the seeds of fashion and entrepreneurship were fused into his DNA.
With this store Alex has managed to create two separate but equal ambiances. A tranquil, mature downstairs with hip grown man fashion. I’m not talking about your daddy’s tailor, but more like the neighbor’s dad who rides to his office job on his Harley.
This frenetic energy could very well come from his humble beginning. You see, in the early 2000s he opened his first shop with an interior measuring only 12 meters square (14.35 square yards). After displaying the clothes and placing some furniture, the space dwindled down to allow only about 4 people in the store at a time. But the excitement that it created for Alex and the fans he and his designs were generating was nothing less than noteworthy.
I really enjoyed getting to know the brand and talking to both Alex and Daniele.
Check out their digs and if you see something you like, use their online shop. Easy to find at www.mitchumm.com.
See you “next” Sunday!