The chic modern interior of menswear concept store Yusty belies the fact that the company celebrated its centenary last year. Three generations of the same family have cultivated a spirit of elegance and exclusivity in the store, which is dedicated to men’s fashion in all its forms.
The first Yusty store was inspired by London’s Savile Row and sought to reflect the gentlemanly air of the street’s distinguished tailors. This spirit of tradition remains at the heart of the store, although the collection it offers today evolves to meet the needs of the modern gentleman. Every wardrobe essential is available in the store, from jackets and shirts to handmade shoes, cufflinks and tie pins.
The company takes its status as a family business very seriously. ‘We know it’s not just a business, it’s our family’s history and we have to take care of it so we can pass it on to our children, they way our parents did with us,’ explains the store’s current co-owner Daniel Yusty. ‘Our customers have grown with us and that’s the beauty of our business.’
Growth has also meant change and Yusty works hard to maintain a careful balance between honouring its historic tailoring traditions while modernising and introducing more avant-garde brands such as Comme des Garçons, Acne and Proenza Schouler. This evolving product range is reflected in the store’s interior, which was completely refurbished in 2014 and now provides a host of contemporary comforts. However, one thing has remained constant throughout the past century – a focus on the customer experience. ‘Most suits are tailor made for the customer,’ says Daniel Yusty. ‘The customer decides everything from the fabrics to the colours, buttons or embroidery. We’re inspired by our customers.’
With its rich heritage and decades of experience, Yusty understands what it takes to create the perfect wardrobe for the modern man. ‘It’s essential to have some good quality basics: a good pair of shoes, shirts, a nice coat and a good suit for special occasions,’ notes Daniel Yusty. ‘Technological gadgets are also an essential part of our wardrobe today.’
In contrast, the traditional ceramics on offer at Antigua Casa Talavera have remained virtually unchanged since the store opened over 110 years ago. Now owned by the fourth generation of the founding family, Antigua Casa Talavera also supports other artisans, only sourcing its ceramics from family-owned workshops that produce pieces as they did centuries ago, using wheels, wood stoves and their own special techniques. It now has a network of suppliers throughout Spain, in Toledo, Seville, Onda and Granada.
‘The fact that this shop has been a family business has helped us to maintain tradition since 1904. The love for our work and our feelings for the store have also been transmitted from generation to generation,’ says the store’s owner José Senespleda Jaramillo. ‘We think this is something that our customers perceive and appreciate. Some people come in as customers and leave as friends.’
All Antigua Casa Talavera’s high-quality products reflect the shapes, designs and colours of classical Spanish pottery. The store’s interior is similarly timeless, with a look and feel that has remained unchanged over the years. ‘There’s a lot of history here,’ says Senespleda Jaramillo. ‘We’re glad to explain and transmit it to customers. I guess this is what has won our customers’ interest and that’s why they recommend us to family and friends.’
Durán Madrid, which has produced fine jewellery for more than 125 years, has a similarly rich history. The company has been able to adapt to changing times thanks to its commitment to quality and dedication to providing excellent service. Durán designs skilfully combine innovative techniques with the finest materials to produce original yet classic designs. The company’s exclusive store on Calle de Goya displays both elegance and modernity, and an expert team of staff is on hand to provide a tailored service.
Rather than following fashion, all of Madrid’s heritage brands stay true to their original principles and trust that their products will rise above transient trends to become timeless. The family companies that have stood the test of time know when to evolve and when to honour their traditions, never losing sight of their roots while adapting to meet modern needs. From independent artisanal stores such as Antigua Casa Talavera to the luxury offerings of Durán Madrid and Yusty, Spain’s family businesses are certain to endure.