Tuomo Pynttari, Vaatturiliike Sauma Oy

Helsinki, Finland

We are a Helsinki-based tailoring shop that offers read-to-wear, made-to-measure and bespoke clothing for men. With over a decade of experience in both made-to-measure and bespoke tailoring, we really know the good and the evil of the menswear scene.

The owners of Sauma, Olli Holstikko and Tuomo Pynttäri, were taught by Master Tailor Jouni Korhonen for over six years. When Jouni passed away, Tuomo and Olli continued the business and extended into both made-to-measure and ready-to-wear.

What business aspects have led to the success of Sauma?

Our strength and really fundamental for the success of Sauma has been know-how in tailoring. Everybody working in our store are trained tailors. This gives us a huge advantage compared to other stores in Finland and in Europe in general. The competitive situation in Europe is tough. There is a huge amount of good products on the market. What makes the difference is the good, professional staff in the store. Anybody can have the tools, but it’s how you use them that counts.

What do you think is the future of tailoring? Do you see technology replacing the essential art of tailoring for instance, cutting, measuring or producing bespoke suits?

I think that it would be a tremendous loss if the artisanal skills of tailoring would disappear. These skills are something that can only be learned through working for years and years in a tailor shop. And as we know a bespoke suit is a whole different kind of a garment compared to any other kind of suit. Is it what people want in the future is another thing then. People do want to have their suit made to order also in the future, that is for sure. But I think that only a few people are willing to wait and pay for the true bespoke suit.

I think future of the “tailoring” is made to measure suits in some fashion. There will be new technology to replace artisan ways of working, no question. But we are still very far from being able to order / make a proper made to measure suit (not to mention bespoke) without a skillful tailor. But a true bespoke suit will remain as a luxury element, as the crown jewel, in the business.

What is Sauma’s unique value proposition and how do you acquire your customers?

When you come to Sauma and tell us that you want to have a suit for yourself, we always start with a few questions. Will the suit be for everyday use or some special occasion? Will you be wearing it all year around or just for the colder season. Does the customer have several suits? etc.

We want to make sure that we understand the customer’s needs. This is essential. Then, and only then, we will be able to serve the customer the best way.

This is one of the nicest things in our work, get to know interesting people and facing them as individuals, and not only as paying customers.