How a Dubai Job Interview Sparked a Premium Menswear Brand
Stephen Wanless launched StephenCharles to solve the challenge of staying composed in Dubai heat.
1The Dubai Heat Catalyst
During a job interview in Dubai, Stephen Wanless struggled with the physical discomfort of wearing a standard work shirt in extreme summer heat. This personal experience sparked a quest to find professional attire that manages perspiration without compromising aesthetics. Finding no existing solutions, he began a two-year journey researching fabrics and garment construction.
2Product Design and Utility
The debut collection from StephenCharles features the Legacy Shirt and Foundation Trouser, both designed for warm climates. The shirt, priced at Dh650, includes concealed moisture-wicking panels under the arms and back yoke. The Dh690 trousers feature an integrated shirt grip to keep garments tucked, addressing common issues faced by professionals in hot environments.
3Personal Branding Strategy
The brand name combines Wanless’s first and middle names, Stephen and Charles. He chose this personal branding to ensure accountability, stating that he refuses to compromise on quality when his own name is on the label. He also noted that the combination carries a premium, British-sounding tone suitable for a high-end menswear label.
4Entrepreneurial Background
Wanless, originally from Liverpool, moved to Dubai in 2021 while working as a Senior Talent Partner. His entrepreneurial drive is rooted in his childhood, as he watched his parents run a retail business in the UK. This background provided him with a realistic understanding of the hard work required to build a company.
5Bootstrapping the Business
StephenCharles was developed entirely through self-funding, with Wanless using his own income to cover product development costs. He deliberately avoided outside investment to manage pressure and prevent burnout while maintaining his full-time career. This slow, methodical approach allowed him to build the brand in small stages over two years of evening work.
6Overcoming Manufacturing Hurdles
Wanless faced significant challenges finding manufacturers who understood his vision for fabric and construction. Many suppliers demanded high minimum order quantities or quoted prices exceeding his budget. Lacking initial technical industry knowledge, he spent time studying garment construction to effectively communicate his requirements and navigate complex supplier conversations during the development phase.
7Local Craftsmanship Commitment
The brand is proudly made in the UAE, supporting local craftsmanship and leveraging the collaborative business environment in Dubai. Wanless credits friends and new professional acquaintances for providing the introductions and encouragement necessary to move the project forward. He views this local production as a core component of the brand's identity and value.
8Lessons for Future Founders
Wanless advises entrepreneurs to persist beyond the first rejection and remain focused on their core vision. He emphasizes the importance of talking about one's ideas, noting that networking often leads to unexpected solutions. His journey highlights that while a clear vision is essential, the willingness to learn and ask questions is equally critical.
Original article: Gulf News — How a Dubai Job Interview Sparked a Premium Menswear Brand