The brands, the lifestyles

Few brands nowadays have what may be called "substance". Apart from the clothes you see on displays and inside every store, there is little atmosphere to be felt as you enter and later browse through the merchandise. Every time I walk by an Armani or Burberry boutique in the central district and peer inside through the windows, I cannot see anything apart from clothing racks and salespeople fidgeting anxiously, awaiting potential customers which they could assault with their trained smiles and overly polite gestures learned by heart.

It is no secret that after establishing a firm presence on the market, most designers and fashion houses stopped caring about appearances and money became the dominant factor. Most of their stores now look exactly like H&M, only with higher prices and more logos scattered throughout. There was never a time when I wanted to walk into any of them, for I knew that they offered me nothing more than clothes. There is no greater idea attached to the act of buying, no lifestyle being promoted - apart from consumption.

This is where a brand like Alfred Dunhill differs from the crowd.

In my opinion, no other fashion house (or should I say, style house) has such a strong connection with its roots and displays them so proudly. Despite the inevitable changes over the years, a gentle shift from the classic to the modern, Dunhill still maintains a certain image, the driving force behind all their collections. The fact that they are not just clothes-oriented may have a lot to do with it. Sure, mannequins peek at you from behind their windows just like in any other store, and yet it completely different.

This is the place for both youthful and seasoned gentlemen. The place where they not only buy their suits, but also their umbrellas, their leather goods inspired by hundred-year-old classic designs, their jewelery and pens, finished mostly in luxurious but not flashy sterling silver, decorations that nod to a lifestyle that fewer and fewer men can enjoy these days. Cufflinks in the shape of steering wheels or engine coils from ancient cars, of airshps, of beast heads that adorn the walls of country houses. Walking canes, briefcases made by true artisans in the brand's own factory, watches created in collaboration with none other than Jaeger-LeCoultre. Chess and card sets, even. And did I mention that the flagship stores also house a barber, a spa, lounge bars and whatnot? The London one even has a museum dedicated to preserving and showcasing the brand's history and proud heritage. Dunhill boutiques simply exude - for lack of a better word - pure class.

If there is one brand that makes me feel I am buying more than their items, it's definitely Dunhill. In fact, I find myself drawn even more to their aesthetic everyday, if that is even possible at this point. No label managed to appeal to my taste so much as them - not the fabulously exuberant Tom Ford, not the all-American Ralph Lauren, not even the combined efforts of all the Italian menswear houses can achieve that effect. I even started to consider a vintage Rolls Royce to be a fitting gift for myself to celebrate my 50th or 60th birthday, if I ever live that long. With a pair of Dunhill driving gloves as the cherry on top, of course.

For now, I am happy with purchasing their magnificent accessories from time to time. That, and the fact that I am a smoker and can enjoy Dunhill cigarettes, even if they are produced by a different company. I am sure they would be even better when ignited with a Rollagas lighter, though.