Southern Sophistication

By  Katelyn Rutt

Amidst Florida's landscape, where palm trees sway along sunlit streets and the aroma of sea salt fills the air, a fusion of elegance and coastal charm define warm weather fashion. John Craig Clothier and its eight locations throughout the Sunshine State stand as the embodiment of southern refinement, holding industry-wide recognition as one of the most prestigious menswear stores in America. We spoke with Craig DeLongy, store founder and recipient of Esquire’s Best of Class award, to delve into all things summer style—along with the unique business practices that have fostered a devoted clientele since 1996.

What are the menswear style trends you’re seeing this season? 

“There are four important categories of what’s happening for summer: color, fit, clothing, and fabric. It’s all about color in Florida, so at John Craig stores we’re doing sport coats in bright pink, lavender, teal, and aqua. Everything is designed around comfort and stretch. With the fabric category, we’re focusing on easy-care garments like linen mixed with silk and wool materials that are beautiful with exciting color offerings.”

What are the key fabrics and colors in your summer collection?

“The last thing you need in Florida is anything heavy or drab. If you go into our stores now, you’ll find beautiful linens in solids and prints, slub linen, and knit fabric that presents like a dress shirt. The first item we sold out of this season was a Canali linen windowpane sport coat in pink. The biggest seller we have from a couple of price points is a beautiful electric blue. I like to dab in natural colors too, like off-white, stone, and neutral plaids that match everything.” 

When it comes to summer accessories, what do you offer?

“You’d be hard-pressed to find a men’s store that does more in belts than what we do. We offer custom belts from a Tennessee brand called LEN Lifestyle. They range from normal suede and leather to magnificent alligator, crocodile, ostrich, and colors like lavender and pink. Another beautiful option is Anderson out of Italy or W. Kleinberg with their stretch belts that are great for golf or casual wear. John Craig also features colorful socks in patterns.” 

What’s so unique about your “Made to Measure” offering?

“Many of our clients need or prefer to have something made especially for them. Seeing the opportunity some nine years ago, I hired Tanweer Jamal as our director of clothing for Made to Measure. Our who’s who includes Kiton, Sartorio Napoli, Castangia, Canali, and our own John Craig Reserve. Fabrics come from the greatest mills including Lora Piana, REDA, and Dormeuil to name a few. The offering includes suits, sport coats, tuxexdos and trousers. The customization includes choices of buttons, monogramming and special linings.”

What is the John Craig methodology for building a cohesive shopping experience?

“If you enter one of our stores, you will find that it is divided into three parts. The front area features sport coats, the second displays furnishings, and the third offers lifestyle sportswear. I have always liked the idea that a store works from front to back; in fabric and color. For example, the first thing you might see this season is a lavender sport coat. As you progress into the store, you’ll discover matching shirts, furnishings, and trousers. It’s just easy.” 

Your merchandising approach is very unique; could you elaborate?

“Inside a John Craig store, the knits have paper folds and everything is perfectly lined. We have sales associates in every store; these are not salespeople, but the people who help our salespeople. They do nothing but fold and restore displays after a sale. I’m critical and my team knows what I expect. People aren’t used to seeing stores so well kept, and it’s a key element of what makes the John Craig experience so exceptional.” 

Would you tell us about your lifestyle magazine?

“The single best advertising we do is our lifestyle magazine, John Craig. This is put together by my daughter, Blair DeLongy-Sanchez, and Alan Chambers. Our producers, Wainscot Media, just won the prestigious ‘Service Industry Award’ for our spring 2023 magazine and Gold for best publication.”

What’s so special about the John Craig team?

“I was named ‘Merchant of the Year’ for men’s specialty stores at the MR Awards last summer. I talked about my people for most of my speech; everything we are able to do here is because of these dedicated professionals. They say that customers first come in for clothes and return for the experience, and that’s our motto. There is nothing better than seeing a longtime customer bring his son to get fitted for his wedding. Buyers become friends and family at John Craig.”