EMIR: MORE THAN JUST CLOTHES…

EMIR: MORE THAN JUST CLOTHES...

There are situations where image speaks louder than words.

“Branding,” or brand image, is what defines a brand’s identity.
Through this article, we wanted to share everything that makes up our universe and makes you recognize the EMIR style.
Our collections are not just made of fabrics, colors, and cuts. They embody values. Values that can sometimes go against today’s trends.

EMIR: more than just clothes… a way of life. We believe that your look reflects your personality. We like wearing clothes that suit us.

DRESSING: A HUMAN CONCEPT

But what is the original purpose of clothing?
Is the initial reason rather thermal? Practical? Or does it stem from a state of consciousness that sets us apart from animals?
An awareness of nudity? An instinctive, natural, basic sense of modesty unique to humans. Clothing would then mark, like speech, a particular characteristic of the human species.

In economic intelligence, we learn to understand individuals. Sociological studies show a strong relationship between education levels and how much people cover up. The more educated people were, the more they covered up. In past centuries, there was a global harmony on this subject. But today, there is a characteristic difference between the Northern and Southern hemispheres. In Northern countries, the higher the education level, the more people cover up. Conversely, in Southern countries today, which are focused on the Western middle class, the more access people have to education, the more they uncover themselves. Perhaps they have not perceived this subtle difference between the common people in Europe and the “well born” European?

As for the purely aesthetic aspect, it is generally accepted that elegance goes with fluidity, volume, length… which visually give a certain form of presence, delicacy, and refinement. In contrast to hypersexualized clothing characterized by slim, short, transparent cuts, which mainly inspire the primary instinct of man.

At EMIR, beauty lies more in layering than in revealing, more in volume than in tight-fitting clothes. Packaging is all the more beautiful when you cannot guess what it conceals.

RESPECT FOR ONESELF AND OTHERS

Respect for oneself, because we dress primarily for ourselves, is a duty we owe to ourselves.

Respect for others, dressing well when meeting others is a sign of respect. Having a presentable appearance, making an effort to present yourself so as to be pleasant to those around us are part of politeness and decorum. Our outfits can be a facilitator or an obstacle when meeting new people, thus promoting or hindering coexistence.

At EMIR, our collections are meticulously designed with this in mind. Our looks are not a barrier but on the contrary an invitation to get–to know one another. The first impression is decisive at the start of our new relationships.

OUR OUTFITS INFLUENCE OUR BEHAVIORS

Men are susceptible to influence. Our outfits influence our behaviors.
It is a fact: we do not behave exactly the same way depending on whether we are dressed in classic, extravagant, or sportswear clothing.
In fact, it is with this logic in mind that the traditional Western suit was conceived and designed. Looking closely, the jacket of the suit is a true tutor of good manners for men:

– Its length covers the trouser pockets so that you cannot put your hands in them, thus forcing you to maintain a formal posture.

– Its cut is tailored and sometimes padded at the shoulders and chest, which forces the wearer to stand upright and even puff out their chest.

– Its pockets are sewn to also prevent you from putting your hands in them.
This is found in all kinds of clothing, especially uniforms.

As for EMIR, the purpose of our collections is to give men the look and presence they deserve.
This is how clothing can be a simple tool of influence. But also, sometimes, a true instrument of acculturation…

CULTURAL COLONIZATION …

We love the cultural and traditional differences that make travel and discovery so beautiful. And what immediately strikes us when we travel is the style of dress. It is what greatly contributes to the feeling of being somewhere new.

The identity of our brand was born from a desire to combine Western and Eastern styles. Our own bicultural reality led our lives to be shared between these two worlds. This led us to have an open way of thinking about the world and its differences.
We love to mix styles, such as the mandarin collar and pleated trousers, or even the sarouel and blazer. This is why our collections often seem related to different cultures and aesthetic influences.

Nowadays, from the perspective of clothing, it is sad to see that fashion in the majority of countries in the world stems first and foremost from Paris, London, Milan, or New York.

New Eastern, African, and Asian generations follow Western fashions at the expense of rich traditions that would benefit from being revisited.
This sometimes goes so far that some even try to look like them physically by resorting to the scalpel… Basically, today “everything and everyone looks alike.”

Our EMIR vision of fashion and life in general goes somewhat against this current desire to flatten everything… on the contrary.

… AND DECOLONIZATION

The goal is not to ask the Senegalese man to wear the boubou every day, the Maghrebi man to dress exclusively in a burnous, or the Chinese man to wear the hanfu… nor even to stop wearing an Italian or English suit.
But perhaps before choosing your clothes, take a greater interest in your culture, your history. And respect its values, its convictions. In short, be proud of what we are, where we come from, and our heritage. But also, sometimes, break free from your inferiority complexes caused by a certain form of “cultural colonization” and thus reclaim your self-esteem and a certain dignity.

We believe that the designers of each country should reclaim their traditional fashions, revisit them, modernize them, and make them shared with the world.
Thus, fashion as a whole would only be richer, and everyone would feel themselves in their clothes, without preventing cultural exchange.

But all this would only be possible with the support of enlightened and responsible consumers. It is therefore essential that everyone questions themselves, learns about, and reclaims “History.” Understand what world we live in, where our Heritage and our way of thinking come from. And thus no longer be in doubt but in agreement with yourself…

DOUBT IS VISIBLE

When you dress in a style that is not “you,” there is always and inevitably a moment when you will have a doubt within yourself, because you are not 100% comfortable with that style.
Doubt is visible, and it is anything but elegant!
Whereas if you stay yourself, but also in tune with your human instinct,
you will be serene. And you know what? Serenity is also visible; it is charisma and elegance at the same time.

Two keywords in the EMIR style charter!

WE WISH FOR YOU WHAT WE WISH FOR OURSELVES

At EMIR, we try to offer fair prices. We constantly refine the quality/price ratio of each garment. We strive to adopt the healthiest and most honest approach possible. We favor a relationship of trust with our community, based on transparency.

In reality, our prices are often even below the value of our creations, our goal being to allow as many people as possible to benefit, hoping in the long run to earn on volume and not directly on prices.

In conclusion, the EMIR brand… or a certain idea of elegance, beauty, and aesthetics. More than just clothes, it is a way of life, a way of thinking, values…
A way of life, indeed! (This is perfect timing because a way of life will soon be discussed at EMIR. An article will soon be dedicated to it).

Of course, you can wear EMIR without subscribing to all of this, just as you can subscribe to all of this without wearing EMIR.

Ali, co-founder of EMIR

For or against the EMIR vision of fashion? Do not hesitate to give us your opinion in the comments… We are here to change the rules, but we are also ready to change. 🙂