Gordon Schwartz of Finn knows clothing. He’s spent his career in all aspects of the menswear business, starting on the sales floor at Britches of Georgetown and shifting all over the country and the industry, from a stint at Gap, Inc. working for the Gap and Banana Republic brands in San Francisco to Brooks Brothers in New York to Mark Shale in Chicago to our own Mario’s here in Portland. With all that savvy it’s no surprise that his recent decision to strike out on his own takes aim at an underserved section of the male population: professionals of all ages who want to look stylish without looking stuffy and who want to do so without breaking the bank.
Despite the recent emergence of many things fashion-related in Portland, it is still slim pickings for men who want a look that’s classic yet distinctive. John Helmer serves the Arlington Club set; Macy’s, Saks, and Nordstrom will do for the average businessman; and Mario’s serves those with the disposable income to buy top-of-the-line designer labels straight from the runway. Schwartz and Finn co-owner Cole Murik saw an opportunity.
Finn’s selection reflects both its proprietors’ tastes and a pragmatic view of local tendencies. There are sizable selections of slacks, shirts, sweaters, and jackets, from brands such as Hickey Freeman, Scott Barber, and Schnieder’s of Austria, but no suits. “We don’t carry suits. We didn’t want to put money into stock which doesn’t turn over as frequently. The West Coast is far more casual; there is a lot less interest in wearing nice clothes, and that’s been our greatest challenge. The women far outdress the men.” It is that disparity that Finn hopes to use to its advantage in offering more stylish basics that can appeal to the necktie-averse professionals of Portland.
The strategizing so far seems successful: Finn has exceeded its earnings goal for the first year, and seems on track to become a Portland fixture. Schwartz is cautiously optimistic: “I’m always a little anxious; I don’t assume for a moment that the second year is going to be like the first year.”
Fittingly, one of the surprises for Finn has been socks. While the typical Portland man may still favor Columbia over Christian Dior, Finn has done a brisk business in brightly colored, patterned, or striped socks. One small step for men in Portland. And Finn has only been open for a year.
–Will Levin
WHAT TO DO NOW?