A conversation with Bruno van Gils, Founder, CEO, Creative Director Café Costume
“ When it comes to creativity, personal growth, and inspiring endeavors, I believe that human connection is paramount. It's through dialogue that ideas are sparked and actions take shape. ”
Interview: Charlotte Van Heurck & Anke Vande SompelePhotography: Emely Jansen
Café Costume redefines tailored suits for modern urban living. Rooted in the esteemed legacy of the Van Gils family, the brand effortlessly merges tradition, skill, and urban flair. Despite the premium quality, the suits are remarkably affordable. With sixteen years of growth and expansion to six stores, Café Costume has become a staple in Belgium's bespoke fashion scene. Today, founder Bruno Van Gils offers insights into some of the brand's secrets.
Bruno, can you please share some details about yourself and where you come from?My background is rooted in a strong passion for the creative arts.. I've had a knack for drawing since my high school days and continued to nurture this talent over time. When it came to planning my future, I confided in my dad about my ambition to attend Fashion Academy. Despite his initial doubts, I explained to him that fashion extends far beyond fabric and design, encompassing diverse creative fields such as graphic design, painting, color theory, and even anthropology. Thankfully, he eventually came around and fully supported my decision. After enrolling in the Fashion Academy in Antwerp for four years, I found myself unable to complete the program. Feeling a sense of restlessness, I took a break to explore life, relishing in newfound freedom, travel, and immersion in the hospitality industry and nightlife scene. However, during this period of self-discovery, I realized my passion for fashion was still strong. This led me to pursue internships with my family's company, where I delved into the intricate art of suit-making. What motivated you to start your own company rather than remain with the family business?It was actually while working there that I got the idea. After gaining experience, I realized there was a new segment, not yet explored at the time, called Made-to-Measure in Ready-to-Wear. I started researching it and eventually decided to dive in. I developed a concept and teamed up with my two cousins to launch the venture. We started with one small store, just 70 square meters, no customers, and an investment borrowed from family members. That marked the beginning of an incredible journey, one that I still look back on with great positivity. The spirit of entrepreneurship, that naivety in business, it's what makes someone really strong.
So you just took a leap of faith?It was a major gamble, but I love the spontaneity of starting a business in the beginning. With age and experience, you tend to become more cautious, especially after encountering setbacks. It's crucial not to become too risk-averse as you grow older. You must maintain that sense of excitement, bravery, and readiness to take bold leaps. My goal was always to establish a brand that could grow and expand with multiple locations. However, it wasn't just about growth; it was about creating a brand with its own distinct allure and identity. Collaborating with the right people, we aimed to develop a compelling logo, top-notch packaging, and unique interior design, each contributing to the brand's distinct character. It was an exciting journey, transforming weaknesses into strengths. What kind of people did you collaborate with?I needed pictures, but they were expensive as they required a professional photographer. Despite the cost, having an online presence was crucial, especially in the early days of websites, around 18 years ago. Back then, we used Flash or similar technologies, and websites could even have music, although Google no longer allows that. Despite the simplicity of those websites, we managed to create a page featuring artwork by Rizon Parein, a renowned graphic designer now known for his work on Olympic graphics and album covers, including Jay-Z's. He's at Facebook these days, but he played a key role in establishing Café Costume by designing our branding and logo. His work on our initial logo and webpage, though not a complete website, consisted of a few essential pages. And no webshop, I guess?Far from it. It was just about creating a certain ambiance; heavily inspired by heritage, with hints of old-school and vintage elements in the visuals. Very minimalistic. Just Café Costume, a brief explanation of who we were, a menu, and that was all.
Café Costume's evolution is remarkable, was the growth rapid or more organic?The growth of our stores was both organic and systematic, with profits reinvested into expansion. Our online strategy however, followed a separate path. Reflecting on the past 18 years, I've seen technology shape new standards for our IT approach, heavily influenced by market trends. Staying updated is crucial, given the ever-changing landscape. Personally, I credit my mindset to my upbringing, especially my father's influence, who always had the latest Apple computer at home — an uncommon sight back then. Is there a consistency in how you use both online and offline channels?I think it's important to emphasize the distinction. We're not an online business; we're an experience and a brick-and-mortar store. Our focus is on physical interaction: measuring customers, feeling fabrics. That level of refinement isn't easily replicated online or digitally. However, the reason why we're keen on being digitally present is because it generates foot traffic. It expands our reach significantly, creating a much larger audience. It's a marketing tool, plain and simple. Our digital strategy is a key component of our success, alongside our reputation and word-of-mouth referrals. We have a comprehensive marketing strategy behind it, which requires considerable investment. Yes, it does cost a lot, but the returns justify the expense.
Who are your customers?Many people actually require a tailored suit; for business, for a wedding, and that's when they come to us. Our ideal customer is someone who is independent or wants to be. They want to stand out and be unique, more so than with traditional off-the-rack options. Someone on stage or a businessman, young businessmen who want to express themselves, … Even someone getting married wants to make a statement. Do you incorporate features like a chat function or other tools to enhance online customer interaction?Absolutely, we've introduced chatbots and similar communication tools to create personalized online connections with customers and encourage them to visit our stores. The digital landscape can be daunting with its multitude of platforms and apps. That's why having expert guidance is crucial for effective navigation. When striving for excellence and maintaining a high standard, having top-notch professionals on your team is vital. It's like navigating a maze of apps, platforms, and IT know-how. Having an in-house e-commerce expert or strategist is also a must, as e-commerce continues to grow in importance. This role encompasses maintaining the website, managing social media, and handling the technical aspects of e-marketing, which I'm not familiar with. Having someone skilled in this area is essential for success.
To conclude, what inspires you?I'm genuinely impressed by the inspiration Instagram offers. It feels like diving into a vast pool of cameras. The way the pictures and videos seamlessly intertwine, representing a collective narrative, is fascinating. However, what truly captivates me are people themselves — ordinary individuals I meet at trade shows or during social outings. Exploring a city, especially its architecture, is another significant inspiration. I start by seeking out a high-end hotel and then enjoy discovering interesting shops, attending exhibitions, or exploring unique sights. Additionally, documentaries hold a special place in my heart; they resonate with me far more than fiction ever could. And what gives you energy?Personally, I find my energy in collaborating with others. The most challenging period for me, which still surprises me when I think about it, was during COVID. The lack of contact with others was detrimental to my creativity; I found it immensely difficult. When it comes to creativity, personal growth, and inspiring endeavors, I believe that human connection is paramount. It's through dialogue that ideas are sparked and actions take shape. For me, the most energizing aspect is collaborating with fellow creatives to carve out our own unique path.