Brand unveils black collection


  • Community
  • Wednesday, 16 Feb 2011

SHIRTS maketh the man. So goes the famous saying. Actually, I just made that up. But it’s a variation of the famous Mark Twain quote — “Clothes make the man. Naked people have little or no influence on society.”

Well, obviously that was before porn on video or the Net played a prominent part in some men’s lives. But let’s not get diverted from the point we’re trying to make. Namely that the kind of clothes a man wears makes a big impression on what the man is all about.

And the shirt plays a big part in that. Hence why Bonia, a staple in the local fashion scene decided to come out with a premium label boasting high quality shirts with sartorial details named Nero. Bonia started out in Singapore in 1974 and have since expanded throughout Asia.

Nero is Italian for black. This collection is a significant leap from their essential Red and Silver labels. The collection ranges from casual to formal evening wear with its elegant, body-skimming cuts.

Apparently Nero was chosen because black symbolises prestige, which is reflective of the quality, craftsmanship and target audience the shirts are tailored for.

It targets urban males between the ages of 25 and 45, aspiring entrepreneurs and professionals who want to be associated with luxury, quality and prestige that Nero claims to offer.

The collection features simple and stylish designs, crafted to bring a crisp and tailored appearance with its single-needle tailoring and a split back yoke.

Built from four panel pieces for a contoured fit across the back, shoulders and neck paired with quality high thread count European fabric, this results in comfortable shirts that are smooth and easy to iron.

Nero shirts include “double-feature” buttons and cuff options (switching from casual cuffs to cufflink cuffs depending on the occasion or event one is attending). Collars are set between 100 and 140 degrees, which are European dress shirts traditional design standards.

There is also a range with black collars and cuffs more befitting formal events.

What makes this collection different from the rest is the guarantee that comes with a shirt.

If for some reason you lose a button (which is pretty awkward and frustrating as one might not be able to find the right button to replace it) off the shirt, Nero will replace the shirt itself.

The collection featuring the European Holiday has a smarter casual look in striped and checked designs made with premium quality fabric.

The shirts retail at RM399 and come with a complimentary set of exclusive gold-plated cuff links bearing Bonia insignia that is otherwise individually worth at RM169.

The store in Pavilion KL also has other items for the men including trousers, tees, cardigans and accessories like bags and shoes and ties and even bags for the women.

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