‘Both brands are high-quality, high-fashion labels and we treat them as designer brands,’ explains Osman Arar, Damat Tween general co-ordinator and board member. ‘They both appeal to men who have style and wish to dress in top quality pieces. They are both innovative brands that offer elegance with comfort. However, Damat and Tween have two different target audiences. Damat is designed for the businessman between the ages of 30 and 60, who travels a lot and is interested in politics, media and sports. Tween is a bit more youthful and active with a modern twist, designed for men between the ages of 20 and 40.’
Damat was the first of the two to launch, in 1986, when it helped to define ‘affordable luxury’, then a new concept. ‘Damat combines style and innovation and uses top-quality fabrics and raw materials,’ says Arar. ‘Damat’s style is chic and timeless. All fabrics used for suits are Italian and are acquired from renowned manufacturers such as Marzotto and Loro Piana.’ Shirts, he adds, are finished with buttons made of mother of pearl from the Indian Ocean, while suit buttons are made of buffalo horn.
For something even more luxurious, clients can book a consultation for made-to-measure garments. ‘Made to Measure is an exclusive service we provide to our customers in selected stores in Nişantaşı and İstinye Park,’ explains Arar. ‘Completely personal, Damat tailor-made suits are entirely modelled and crafted by hand to meet our customers’ exacting standards. They are luxury in its purest state and we hope they become the favourite piece in men’s wardrobes. Every detail from cuff to collar, texture to pattern, is picked by the customer.’
Tween, launched in 1991, was designed to be a meeting point of European and Asian style. ‘It was inspired by the city of Istanbul and its urban life, connecting the East and the West,’ explains Arar. ‘The word Tween itself comes from “between” and the little red dot within the capital T of the logo represents the colour of the flag of Turkey, geographically the only country that links Europe and Asia.’ The brand takes inspiration from the nation’s cultural heritage and unique geographic features, evolving these into contemporary clothing that meets the needs of today’s man. ‘Tween is about an emotional experience and journey in search of urban men’s identity,’ continues Arar. The combination of traditional values with innovative techniques and modern styles, he says, reflects the way our identities are shaped today.
Damat and Tween are proudly Turkish, but they both look beyond their home nation, offering styles that will appeal to men from across the globe. ‘They are Turkish brands originating in and inspired by Turkey,’ explains Arar. ‘Yet we have been designing and creating these labels as global brands from the beginning, appealing to all men around the world who aim to dress well, so we can never define them as simply Turkish.’ The design team is as international as the Damat Tween ethos, with members from Germany, Italy and the UK working alongside local creatives.
Arar is enthusiastic about the latest collections from both labels. ‘The Damat collection combines perfect tailoring with new generation nanotechnology and modern designs,’ he says. ‘Blazers unite with classic patterns and create an impeccable look. Damat will complete the key pieces of your elegance with three-piece suits. Red, navy and white tones evoke freedom while this season’s hot colour, marsala, will make an appearance in almost everything from blazers to shirts to accessories.’
Patterns and style are also to the fore at Tween, he notes. ‘Travel Series suits feature non-crease materials with the ability to repel stains and water, keeping pace with the dynamic Tween customer. The essential piece for your animated summer days will be the Easy Care shirt that keeps you comfortable all day long.’
There are men who are drawn to Damat and men who are drawn to Tween. And many no doubt mix and match, appreciating the classic luxury of Damat, the youthful spirit of Tween, and the elegance and quality that pervades both brands. It’s the combination of the qualities that differentiate the two brands and the qualities that unite them that makes Damat Tween unstoppable. ‘We are on our way to world domination,’ says Arar. It is hard to argue with that.