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Max Mogg says high-end garments aren’t dead, but you have to cater to young customers wanting to experiment.
Maximilian Mogg’s tailoring house in Berlin.
As the world moved into lockdown last year, people around the globe kicked into slouch mode, consigning their coats and ties to the back of the closet and lounging on the couch in $20 sweatpants and $30 hoodies. But at his shop in Berlin, Maximilian Mogg chose to go the other way, making an audacious bet on the future of his art. In November 2020, the 29-year-old tailor introduced a fully handmade suit starting at €5,000 ($5,634).
At the time, the idea appeared downright reckless. With nowhere to parade a fancy garment, a bespoke suit seemed an unnecessary indulgence that could easily be culled from the expense list. Then there are the complex mechanics of creating the garment, from the close-contact personal measuring to the four-month wait for the finished product.