Linen makes the cut

What say you on the issue below?

The fabric makes a cool and comfortable alternative to smart casual wear for men.

THE batik or the long-sleeved shirt and a tie? When it comes to togging up for a smart casual affair, that’s about the choice for our men.

But now there is another attire to consider, thanks to the growing popularity of linen fabric. And chances are the savvy ones would have at least a couple or more linen shirts hanging in their wardrobes by now.

Fresh option: The linen shirts that come in beautiful pastel hues.

Of late, politicians including Members of Parliament and state assemblymen have been spotted at weekend gatherings garbed in light, pastel-coloured linen shirts.

The thing about linen shirts is that while they look casual, they exude a certain elegance and most men actually look good in them. One must also understand the quirks of this fabric to truly enjoy owning one.

Linen is made from the fibres of the flax plant and is especially appreciated for its exceptional coolness and freshness in hot weather.

It keeps the wearer cool, which would explain why a lot of YBs wear linen shirts when visiting people in their constituency, says Tony Chu Chin Ann who runs a business making and selling linen wear for men.

A former textile merchandiser, Chu has extensive knowledge of all types of fabric and he used to recommend suiting materials for customers at his former shop in City Square along Jalan Ampang in Kuala Lumpur.

Niche market: Chu has made a clever move by exclusively making linen shirts for smart casual events.

Then in 2007, a regular customer advised Chu to change the direction of his business and concentrate on just producing linen shirts.

“This Datuk friend, who has been a customer for many years, told me to concentrate on making linen shirts exclusively for men instead of just selling suiting materials,” says Chu who now operates a shop called Tony Oxford Menswear on the lower ground floor of The Mall in Jalan Putra, Kuala Lumpur.

Tony spends more time these days travelling to Singapore to select the linen fabric himself.

“I am very particular about the quality of the material and I buy only Italian linen. It is important that the quality is maintained as I believe I am selling to friends, not customers,” says Chu, an affable Penangite who strives to please his customers.

He is also very attentive to first-time buyers, helping them to select the right colours and also advising them on the care of linen.

Conservative ties that can be worn to the boardroom, yet are lively enough to add colour to an ensemble.

Chu says it is relatively easy to take care of linen since it resists dirt and stains, has no lint or pilling tendency, and can be dry cleaned, machine washed or steamed. It can withstand high temperatures and has only a moderate initial shrinkage.

“Linen shirts are easier to iron when damp,” he says. “Linen wrinkles very easily but this should not be thought of as a bane. It should rather be seen as the charm of linen.”

As linen shirts have become more popular among men, the range available has widened andbecome bolder in terms of colours and designs.

“Currently I am promoting batik linen shirts, which come in batik design and also in batik graphic design (they are recognised by the lace-like threads on the fabric),” says Chu, who adds that the candy-coloured designs are also the rage now.

Do they cost a bomb? Not really, as Chu is making them more affordable by sourcing for the fabric himself and getting them made by his three tailors in Taman Shamelin Perkasa, Cheras.

“It’s true that linen shirts are not cheap but I try to keep the cost down and sell them at RM250 for the pastel-coloured ones and about RM299 for the batik linen shirts,” he says.

The prices must be fair because a customer once walked into his shop, tried on one and left with 14. And he did not even ask for a discount!

“Apparently, this particular customer had a thing for linen shirts and he had bought some elsewhere. Then he found that he could actually buy two for the price of one at my place and still have change,” quips Chu.

Listening to his customers’ needs has also improved Chu’s business and made him very popular with his clients, many of whom are from the elite group. When he heard some of them lamenting the lack of nice and affordable ties, he brought some in and is selling them at RM25 a piece.

The designs are a tad conservative but the colours are vibrant and since they are made from polyester, they are dirt-resistant and hold their form well.