SELF-TAUGHT DESIRE CHANGNING THE FACE OF MEN'S FASHION

Self-taught designer and owner of Urbbana Men’s Style Studio at Portside Wharf in Brisbane, Sam Abi claims the Brisbane fashion industry has seen exceptional progress in recent years, with men embracing brave, daring colour combinations.

The French-born fashion entrepreneur has lived and travelled all over the world and said his choice to establish his brand in Brisbane in 2009, had paid off.

"Many designers believe that to establish a name for themselves, they need to move to Sydney or Melbourne," he said.

"I moved from Sydney to Brisbane because I saw huge potential, with the multitude of emerging local designers, and people becoming more fashion conscious, embracing the latest trends from the catwalks.

"My store at Portside Wharf has become so popular that I was receiving enquiries from interstate so I decided to open an on-line store and have subsequently opened two more stores across the country, in Melbourne and on the Gold Coast."

Owning a fashion store on Chapel Street in Melbourne is a dream for many Australian Sam said he is proud to have achieved this dream

"Chapel Street is renowned for its entrepreneurial culture, its vibrancy and, of course, its assortment of independent fashion houses," he said.

"It is truly humbling for me to be opening alongside some of the most respected designers in Australia and I am thrilled to have the opportunity to showcase Urbbana in such an iconic precinct." 

Mr Abi is known for his colourful range of leather shoes, distinctive shirts and suave suits and says more and more men are embracing this bold style.

He said he remembers flicking through European fashion magazines and wishing he could find somewhere that stocked what he saw. 

"I wanted to find somewhere that had original, creative and sophisticated designs like the ones I saw in the magazines and that's why I opened Urbbana," he said.

"I always remember this and use it as inspiration to be bold and daring, and to think outside the realms of the fashion I see on the streets around me.

Mr Abi has come a long way from working in hotels, where his attire consisted of suits and ties and fashion was a part-time passion, to opening in one of Melbourne's most sort-after addresses.

"During my time in the hotel industry, I recognised the duality of the professional; we all have a serious side and a playful, hidden side and I saw an opportunity to create fun, lively and sophisticated clothing that captured that.

“I am targeting the modern business man, the CEO who likes to be presentable in his professional life and yet show his fun and sophisticated side after hours - this could be reflected in a classy black dress jacket with fine red stitching on button holes or floral lining.”

Mr Abi spent six years working in retail and taught himself about fabrics, cuts and colour combinations.

“My designs are influenced by nature - gardens, animals and insects, if nature says it can work then it has to work," he said.

"As a designer you must open your mind and experience different colours and styles to help you think outside the box," he said.

"During my travels, I developed a strong appreciation of high quality fabric and the incredible craftsmanship in places like Istanbul, Turkey and Treviso, Italy, were we now source excellent quality fabric and buttons."

Urbbana's products are created with the finest raw materials, sourced from Turkey, Italy and Germany, with the fabric purchased from the premium textile companies in Turkey, designed in house and manufactured exclusively for Urbbana.

“I work direct with the factories to go from design to production in six weeks, meaning I can adapt to new trends quickly,” he said.