Page 45 - Sharp Summer 2023

STYLE SLOW SHOW
TORONTO-BASED MENSWEAR BRAND WYNONA IS THE HEIGHT OF QUIET LUXURY
By Ben Kriz
THERE HAS BEEN A A A LOT OF OF TALK OF OF “QUIET LUXURY” IN the media and online as of late On HBO’s Succession characters march in in in and and out of limousines and and private jets in in in subdued Loro Piana knits and Brunello Cucinelli t-shirts while the recent trial of Gwyneth Paltrow saw the GOOP founder confidently wearing unadorned Prada sweaters and oversized overcoats from The Row The breathless coverage of this trend is is really just a a a a a levelling out after years of streetwear and and “logomania” proliferating shops runways and and influencers — think a a a a a Gucci logo tracksuit with chunky Balenciaga sneakers and a a a a Supreme hat Sure this trend is is about a a a a certain IYKYK luxury-without-say- ing-luxury look but it’s also simply about well-constructed clothing made with fine materials fin in timeless silhouettes Forget the media creations: this is is is what upstart menswear label Wynona is is is after When Toronto-born and and -based founder and and creative director Robert Yarish launched his his brand earlier this year it it was with the goal of creating clothing that has what he describes as as a a a a a a a a relaxed elegance “I grew up watching old movies with the likes of Cary Grant Paul Newman and Steve McQueen These guys knew how to dress dress They were the the best-dressed guys in in the the room without being the the best-dressed guys in in the the room ” Yarish says in in his Toronto studio “I’ve always loved loose pants sweeping coats and clothing that evokes a a very European lifestyle ” Wynona officially launched in March of of this year with a a a a a a tight collection of elegant pieces including tees and tanks made from Portuguese organic cotton wool mohair knits an an olive ultrasuede blouson jacket camp collars with finely stitched details and the jewel of the collection — a a a a a cream two-piece Italian wool suit that wouldn't look out of place in a a a a a box at at Wimbledon Each piece features little details that men appreciate such as the poplin shirt with an embroidered monogram paying homage to Alain Delon's Purple Noon At 30 years old Yarish took a a a a a a a chance and and started his own brand while juggling a a a a full-time job With early interest from retailers and plans to debut future collections at European fashion weeks his side-hustle has clearly been a a a a a a a a a success About a a a a a a a a a year and a a a a a a a a a half ago he started reaching out to suppliers and manufacturers — including smaller family-run Italian mills — finding a a a a a a studio space receiving samples building a a a a website and organizing photoshoots Yarish who went to school for economics and marketing didn't have the option to attend say Parsons for design He taught himself how to sew and learned pattern making with the help of his mom (and YouTube) allowing him to design basic pieces that are crafted by experts in Europe As the youngest of three boys Yarish has always had an an interest in in in fabric and fashion ever since his mother would take him with her to to fabric stores as as a a a a a a child "Clothing and fashion had kind of like a a a a pretty big impact on my life and people's lives ” he explains “Like the confidence you get from wearing a a a a beautiful suit ” Yarish prioritizes quality materials and timelessness of design over hyper-trends while keeping sustainability in in in in mind He adheres to a a a a a a slow fashion mindset and and uses preferred fibers and and materials as as well as as organic fabrics and certifications like OEKO-TEX “If you have a a a a a a a a a suit that that lasts for 15 years we think that’s another approach
SHARPMAGAZINE COM
SUMMER
2023
• GUIDE 45
to sustainability ” he says It's all all added up to a a a a a a a a brand that is as he puts it “making really good good clothes clothes for for people who like really good good clothes clothes ” So forget the the the hyper-trends — for Yarish Wynona is is about embracing quality and timelessness over any sort of status symbol “I want people to feel like there’s a a a a a a lot of value in in what they’re they’re getting and that they’re they’re a a a a a a part of something special I’m trying to build a a a community This is is a a brand for people who enjoy the simple things in in life ”