The World of Sid Mashburn
Ever since I was little, packages from Sid Mashburn have been arriving at my front door. My Dad has been a fan of the brand since its inception in 2007. Admittedly, I thought it was uncool "old-man" clothes for many years. That was until I got my very first piece from Sid. A classic oxford cloth button-down in white; it fit like it was custom-made just for me. This got my attention. Soon after, I learned Sid Mashburn, the designer, began working for brands like Lands End, J. Crew, and Ralph Lauren. I then started to see people in fashion that I take lots of inspiration from, like Will Welch, Jeremy Kirkland, and Lawrence Schlossman, all showing the brand love. Slowly I began to get it.
Though it would most likely be classified as more traditional menswear, Sid's clothing is not boring like Brooks Brothers can be, but it's also not overly avant-garde like Thom Browne can be. The clothes are approachable yet exciting; they allow you to stand out for the right reasons. The Sid Mashburn tag on a garment indicates immense quality, beautiful design, and spectacular fit. However rare this may be, it is not impossible to find. Many brands at similar or even higher price points make as good of a product as Sid does. So what sets his brand apart? The incredible service and in-store experience he has meticulously hand-curated.
With stores in Atlanta, Houston, D.C, and Los Angeles, I have only had the pleasure of the Sid Mashburn experience twice, the first in a pop-up on the Upper East Side of Manhattan, and the Second was at the headquarters and first store in Atlanta.
I went in New York during my Freshman year of college at Fordham University at Lincoln Center. After a long day of class anticipating my trip to the store, I walked through Central Park, plotting what I wanted to purchase. I chose this day mainly because I saw that one of my favorite writers, Chris Black, would be on AUX playing two of my favorite bands, R.E.M. and The Replacements.
As a particularly young person, I expect bad customer service, especially in an expensive store. To some degree, I even believe that I deserve to be treated poorly when I go into them because I am, as my father jokingly refers to me, "just a punk kid." However, this was not the case when I entered the pop-up store that night. I walked down the staircase to the men's section and immediately received a handshake and an introduction from one of the staff members. Right away, It was different from any retail experience I had ever had. A conversation about where I went to school, what I studied, and where I was from quickly manifested but not in a schmoozy used-car salesman kind of way; it came from a sense of genuine interest and personability. I wanted to hang around until the place closed, chatting as Murmur spun on the record player.
Immediately as I left, I called my Dad to tell him about my experience. This is the kind of thing we bond over. He and I both love Sid Mashburn for the clothes, but we also love it for everything it stands for. Everything the brand does is sincere. They really want to give you the best product they can, they really want you to feel confident in it, and they really want to make you feel welcome into their world. Fashion is exclusive; Sid Mashburn is for everyone.
My second in-store experience at Sid Mashburn was not only in the original Atlanta location but with my Dad. While home from school on break in Kentucky, we decided we would finally drive down to the place we had long dreamed of visiting.
After 7 hours of driving, we decided to visit the store before even checking into our hotel. As we entered, my eyes immediately darted all over. The beautiful painting of a horse over the registers, the ping pong tables, the mood boards, the Wassily chairs, the antique rugs, it was a perfectly designed store. The staff was equally as perfect, all wearing suits and ties, all wearing Sid Mashburn, but all maintaining a sense of individuality. The eldest member of the staff dressed in tweed looked just as in place as did the youngest member in his cropped pants and long hair, a reminder to the customer that everyone is invited to be a part of the Sid Mashburn experience.
After conversations, an in-house tailor who went to extra lengths to make sure everything fit right, and local restaurant recommendations, we left the store. We agreed that it had exceeded all the hype we had heard and all the expectations we built up in our heads.
When a retail experience is done right, it can do far more than motivate a customer to buy. It can create an affinity for a brand and cause people to identify with it. Sid Mashburn has done that for me. It is truly one of my favorite brands, and I wear something from them almost daily. I appreciate the detail and attention that go not just into the clothes but every aspect of the brand. Sid Mashburn is a phenomenal designer and a perfect example of someone who understands his message and conveys it flawlessly.