Hans Ubbink (b. 1961) launched his Dutch label in 2000. As he is eager to point out, he transformed men’s fashion in the Netherlands. He made his name designing suits for men. It irritated Ubbink that there were hardly any interesting and distinct clothes for men in the shops. He changed that by introducing suits in surprising fabrics and bright colours. Ubbink’s philosophy is that you should dress the way you are. Make a conscious choice, show who you are and display your identity. It’s about the person, not the effect. Clothing, in Ubbink’s view, should whisper your personality, not shout it, which is what you often see. It’s not about being different, it’s about beauty, better and yourself. This is the line he follows in his own wardrobe. Ubbink describes his own style as quiet and distinct.