Always Spend Money On This Classic Piece, Says This Irish Boutique Owner - The Gloss Magazine
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Always Spend Money On This Classic Piece, Says This Irish Boutique Owner

Clodagh Shorten of Cork fashion boutique Samui, which celebrates 21 years in business this year, discusses iconic wardrobe pieces and the one fashion trend she’s glad is here to stay …

As the founder of Cork boutique Samui, Clodagh Shorten is a style stalwart who is never too far from an artfully-edgy piece or a head-to-toe Rick Owens look. Celebrating 21 years in business this year, Samui is a go-to for luxury fashion that leads with personal style. Each piece is imbued with Shorten’s trademark quirk – and bravery. Because steering the ship in a business that’s weathered a protracted recession and, more recently, a pandemic that utterly changed the nation’s shopping habits, requires bravery. 

Such resolve has only served to strengthen Shorten’s love of what she does. When bad times hit, Samui doubled down on its commitment to luxury fashion, raising its brand offering to include more luxury labels. The gamble paid off and the boutique is now the stockist of heavyweight brands like Dries Van Noten, Acne and Dorothee Schumacher as well as mid-range labels with cult appeal such as Anine Bing, Vince and Isabel Marant Étoile. 

Here, Shorten shares the most iconic item she believes you can buy for your wardrobe, the one trend she’s glad is here to stay and how dressing so that you feel comfortable mentally – as well as physically – is key.

Which were the first brands you stocked when Samui opened? 

Oh wow, the flashbacks! I remember when we first opened, Transit was our big brand. We also sold Peter O. Mahler and Kristensen Du Nord. They were super labels but, in fashion retail, you have to keep moving and evolving.

Starting a business must be incredibly daunting. Was there a moment after you opened Samui where you thought ‘this might actually work’? 

Around year ten! No, I’m kidding. But fashion is a funny game: every season is a new season – so every six months, you have to reset and start again. There’s never really an opportunity to pat yourself on the back.

What has been the most challenging time for the boutique and how did you overcome it? 

The last recession was fairly make-or-break for all Irish retailers, I think. It was a really tough time to be in business, and we definitely didn’t dodge that bullet. I knew I had to make some big decisions so, going against the grain, we opted to raise our brand offering to include more luxurious labels. It was a gamble but, thankfully, one that paid off. The recession did last ten long years, though, and we’re grateful every day that we’re still here.

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Is the shop almost like an extension of your wardrobe at this stage? What’s the one brand from the store you wear on repeat? 

I wouldn’t say the shop is an extension of my wardrobe at all, although aspects of my influence can certainly be seen in some collections. I’m a huge fan of Rick Owens’ work and wear his clothes every chance I get. Right now, I’m addicted to his Tractor Bozo boots – I love how they toughen up any look. Sacai and Dries Van Noten are also amongst my personal favourite labels and I’m honoured to stock them at Samui.

Tell us about the key piece you can’t stop thinking about this season. 

Dries Van Noten’s spring summer 2022 collection is incredible. The colours are magnificent and the craftsmanship is, of course, amazing. In particular, I’m head over heels in love with the new-season coats … they’re sublime. Also, everything by Cecilie Bahnsen, especially her dresses.

Has the pandemic changed how the Samui customer consumes fashion? What is the most popular piece amongst your customers right now? 

Now that we’re exiting the pandemic, it’s great to see how people’s buying behaviour has changed. I think we all discovered a more comfortable way of dressing during lockdown, with trainers and joggers etc, and people are still wearing these key pieces – but in a different way; they’ve really been incorporated into fashion. In addition, it’s been a joy to see weddings and special occasions return – and now more than ever, people are eager to dress up and have fun with events.

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What’s the most iconic item you’ve ever stocked at Samui? 

I’d have to say a Rick Owens biker jacket. We stock it every season and it’s always hugely popular with our customers. It’s that kind of special piece that people wait years to purchase and then invest to mark a life event, such as a big birthday or anniversary. It’s also the kind of piece that looks incredible on everyone.

Looking back, are there any trends you wish you hadn’t paid heed to over the years? Equally, what’s the one trend you’ve enjoyed the most? 

Like Édith Piaf, I regret nothing! In fashion, you can’t – it moves and you move with it. Some trends last, some don’t, that’s the way of it. Having said that, I’ve really loved seeing trainers come into their own. Not only are they, obviously, the more comfortable choice, but they can give an edge to an outfit and I love that.

Finish the sentence: style is …

… dressing to express your best self. When you feel comfortable in clothes – mentally, as well as physically – you really carry them off. So the trick is to find the look that best reflects you, whether that’s pretty and girly, dark and edgy or the multitude of options inbetween.

Samui is located at 17 Drawbridge Street, Cork City, Ireland, T12 NX80; Tel: 021 4278080; www.samuicork.com

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