I sat down with Josh Hurd, co-founder and partner in Los Angelesâ newest menswear store, Proconsul Clothing. We discussed his background, inspiration, and goals for this new classic menswear destination that features such storied brands as Alden, Trickerâs, Wolverine, and Bleu de Chauffee.
BH: When and how did you first start working in Menâs apparel?
JH: My first retail job was in the Menâs Sportswear department at Fileneâs Department store in Massachusetts. It was the late 80âs (yes, that long ago), and it introduced me to every aspect of Menâs clothing: suits, shoes, casual, luxury brands, accessories and bags. From there I worked at the Gap, where everyone went to be trained⌠I learned a lot about how clothes were made and I just fell in love with retail. Every day is different and I like being in service to people. Men especially love knowing that they have a guy who gets it and becomes their go-to for their wardrobe.
BH: What inspired you to focus on menswear for your career?
JH: As a teenager I woke up one morning with this revelation that I didnât like the way that I looked. I was always artistic and loved to draw. So I drew a picture of what I wanted to look like and went out and bought clothes that achieved that look. It always evolves. Over the years, I went from punk rocker in leather jackets to âemoâ guy in long black coats and combat boots to other looks too. Some of these looks have stayed cool and others not. But I realized that looking great in my clothes gave me confidence. When you work with a guy to outfit him, youâre not selling clothes. Youâre providing confidence in the form of a look that makes him feel the best he can be. Life is too short to not look good. And itâs not about how expensive something is. The best Vintage leather jacket I own cost me $49 and fits like a glove. I get more compliments on that than almost anything else I wear out.
BH: What brand and model was your first pair of boots:
JH: I bought a pair of black combat boots in my teens at the Army/Navy store. Corcoran Jump boots. I wore them for like 10 years. I wish I still had them⌠No idea where they went! The first thing I bought when I moved to LA in the 90âs was a legit pair of UK made Doc Martens. I still have those!
BH: Can you describe the feeling you get when you put on a new pair of boots?
JH: I wear boots 99% of the time. I live in them. Partially because I have very wide feet in the toe box and very narrow at the heel. The right boots just make me feel good⌠confident. Especially if they are well made. I have some boots that I keep pristine and others that I beat to hell and then condition them to lock in the patina. I have a lot of boots!
BH: What inspired you and your partner to open Proconsul Clothing?
JH: When we met I was at a crossroads in my career. I really wanted to not go back into the corporate world of retail. Nothing wrong with it, but I wanted to be an entrepreneur. I spent years crafting a vision. I knew what I wanted and he made it happen for me. I love the brands that are built to last: Alden shoes, Trickerâs⌠A leather jacket that you put the miles on and build patina⌠Who doesnât love something that will last for decades?
My business partner has many years of production experience in denim, owning a business that makes clothes. He understood the idea of having a store for people who wanted denim, leather jackets, shoes that were built to last. And the rare (like 12 of an Alden shoe made just for us) and special. And he loved the concept of a Menâs custom casual haberdashery where we either alter our clothes to fit you or make it completely custom to your specs. And for the price of going into a nice Menâs store or department store that does not do that.
Once our customers get into our clothes they want to go deep and get every color or fabric in what fits. They want the Alden or Trickerâs MTO boots that only we have because they know the quality and probably collect them, too. We wanted a place that had what we wanted to buy and wear. And a beautiful store thatâs not cool for coolâs sake but a place that you actually want to spend time in. We have seating areas, leather club chairs. We want you to come and hang out.
I named it Proconsul because I am a huge Roman History buff. A Proconsul was previously a Consul, the man that co-ruled the Roman Republic before (and technically after to some extent) there were emperors. Then after his year of leading, he was given a province or country to run as if he were a Consul, which is what Proconsul means. This guy was successful in life, well traveled and had access to the best of everything. Thatâs our customer.
BH: How did you go about selecting and curating the selection of apparel and footwear that you offer?
JH: At this point in my life, I am obsessed with clothing and footwear that is well-made, special and hard to find. Items that are made by someone I could actually meet. I tell people that when they try on our denim. I could introduce you to our tailors and production team because they are 25 minutes away. Growing up in Massachusetts, I did know about Alden but really got to know them years later. Any brand that is over 100 years old has it down. I want our clothes to feel like we have been doing it for 100 years as well. Classic fits in jeans, jean jackets, shirts and t-shirts. Iâm not interested in fashion. For example, why do people keep going back to Steve McQueen as an icon? Because he looks timeless. Many stores reference him because they get that aspect of Menâs clothes. You shop at Proconsul because you get that. Thatâs what we make and do. I love vintage, especially leather jackets and I think everyone should have at least one of those. But I also love the idea of being the one who puts the miles on yourself and creates future vintage for the guy down the road. Whoever gets my leather jacket collection will be a very happy person!
BH: What does a heritage brand represent for you?
JH: The best ones have stayed true to the right way of doing things. Made the best possible way and they are value propositions. Yes, I will spend $600-800 on boots because Iâll have them for decades. Or thousands on a leather jacket for the same reason. When I first started, I saved up for those things in order to afford them. And you feel good about it. Again, I think that leads to confidence in every respect.
BH: You feature American, French and British made goods, what are the common attributes between these brands?
JH: I just keep going back to built to last, well-made goods. When I have a customer who finds his âunicornâ boot that no one else has, I mean you yourself know that feeling. Itâs just so good. Special. I wanted either limited representation or no representation in LA for the brands we selected. You either want to or have to come to us.
BH: What trends do you see in the local Los Angeles market when it comes to menswear?
JH: A lot of street wear. But similar to an Alden special makeup, much of their footwear is collectible. I like that. But thereâs also a lot that isnât great. Some stores have a clear understanding of their customer and some donât. It seems like we are at a crossroads with fast fashion vs. slow, built to last. You know where I stand on that. Where we are on La Brea, we have lots of flavors. Thatâs good.
BH: Whatâs your opinion of the future of retail, I mean what will change or must change in the face of online and in what ways do you think brick and mortar have an advantage?
JH: Itâs a great question. Brick and Mortar is not dead. But only if you give customers a reason to go there. People want experiences. And they want someone who cares, knows their stuff and genuinely wakes up in the morning to deliver the best service possible. If I walk into a store and some employee is on their phone and doesnât care whether Iâm there or not, well I just walk out. In anything important to you I think you want a connection with someone who is an expert, a pro. I love pros, whether they are chefs, bartenders, lawyers, seriously whatever profession where you actually strive to be the best. And products where you know youâre getting something good. Retail has to excel at that.
We had a trunk show for Bleu de Chauffe. Now they sell online of course. I was so happy to see new customers come specifically because they wanted to touch the bags, to see how they felt on their shoulder. And our job is to build a relationship with them and continue to give them access to the best stuff that they love. All that being said, people are busy and online is quick. I get that. I only buy online when I know exactly what Iâm getting into fit or style-wise. And I have the relationship with that brand or store and want to give them the business. Thatâs my goal for our website. You bought that shoe before and we have another color you like, or itâs time for another jean. I have customers all over the world. They would love to be in the store, but itâs not always possible. So the website gives them access on their schedule. Thatâs where online works well. But you canât beat being there if you can. Have amazing product and make it a place that you also want to hang out in and youâll be in business.
Proconsul Clothing ⌠Passion For Style
I sat down with Josh Hurd, co-founder and partner in Los Angelesâ newest menswear store, Proconsul Clothing.
Proconsul Clothing ⌠Passion For Style I sat down with Josh Hurd, co-founder and partner in Los Angeles' newest menswear store, Proconsul Clothing.