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The Laws of Style hosted by Douglas Hand Episode 17 – Dimitry Toukhcher

On the difference between fashion and style: “Fashion is the government currently in power, and style is who you’re voting for.”

On this episode of The Laws of Style, I Skype with noted direct-to-consumer menswear purveyor Dimitry Toukhcher. We discuss his brand LGFG Fashion House. Process of constructing fine tailored clothing and the sartorial legacy of Deion Sanders. Listen in.




Suit – LGFG Fashion House
Shirt– LGFG Fashion House
Tie – LGFG Fashion House
Handkerchief – LGFG Fashion House
Shoes – LGFG Fashion House
Watch – Tonino Lamborghini

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To stay up to date on the fashion industry, follow Douglas on Instagram and Twitter at @HandoftheLaw, and Douglas’ firm, Hand Baldachin & Associates at @hbafashion


Douglas HAND: Hello, and welcome to the podcast, The Laws of Style, downloading to you from the Office of the law firm, HBA, high above Bryant Park in the fashion District of New York City. I’m your host, Douglas Hand, fashion lawyer, fashion law professor and self-styled, well-dressed man. For this episode, I’m joined by the founder of menswear brand LGFG Fashion House, Dimitry Toukhcher. Dimitry, thank you for joining us.


Dimitry TOUKHCHER: Hey, thank you for having me here.

HAND: And so Dimitry, this is the first Laws of Style episode, where we are doing a Skype call. Where are you calling in from?

TOUKHCHER:  Yeah, I’m in Estonia, which is ironically, the country that founded Skype.

HAND: Okay. Little known fact. All right, well, onto other Estonian startups and companies founded, tell us about LGFG and how you came to found it, and some of the challenges that perhaps you faced as an entrepreneur?

TOUKHCHER: Well, so the company actually was founded in Canada, because I’m Canadian. And it was in Calgary, Alberta. And about four or five years ago, I moved to Estonia, and the company headquarters and everything kind of came with that. And we’ve sort of been expanding from here. This has been our, sort of the brain and the heart of organization is based here.

HAND: Okay.

TOUKHCHER:  And the idea was pretty straightforward. I mean, again, it was about bringing convenience to clients where most men don’t like shopping. I mean, there are obviously some dudes that do. But most men just don’t, it’s just the fact. It’s not something we are ever going to change, right? So the idea was to bring the products to our clients in their home or office, primarily, it’s at the office. So if we’re dealing with lawyers, which we deal with a lot, you know, we’ll come to their law firm a couple days a week, or a couple days a month, depending on the size of the firm, and then we’ll have folks come in and do their shopping and get measured there, and everything is pretty quick. The delivery and the fitting takes place in their office as well.

So for a lawyer like you, you might charge 1000 bucks an hour, you know, going to the store on a Saturday or on a Friday and going to the, you know, finding parking and going through shop to shop, all that stuff. You know, I think we’re probably saving our clients more money than they’re spending, if you think about billable hours, so that’s been the model and…

HAND: Keep the lawyer at the desk. They’re always productive at the desk. Yes.

TOUKHCHER: We want to keep our salespeople productive, just like the way law firms want to keep their lawyers billing I mean, that’s the reality. And when you’re doing that, you’re also servicing your clients at the highest level so it’s a win-win relationship between client, lawyer, firm, and in our case, between us and our clients as well. You know, challenge-wise, I mean, I think every entrepreneur, every organization faces similar challenges, which would be cliche to repeat. But first and foremost is how do you break through the noise and get the client to try your service above the thousands of other options available to them? Much like as a lawyer, how do you get a client to come on board with you, when there are thousands of other options available? And that’s the challenge, the primary challenge everybody faces, right?

HAND:  So, other than doing podcasts, which is maybe a non-traditional method to reach your customer, what are some of the other things that you’ve done as an organization to reach out?

TOUKHCHER: So one thing is, we film a TV show that’s on YouTube called The Suitmaker, I don’t know if you’ve had a chance to see it a little bit, but I’ll actually…

HAND: Yeah, very, very informative, I enjoyed it.

TOUKHCHER: That’s awesome. So you know, I’ll travel to meet with our clients and with our manufacturers and actually record it into 20 to 30 minute episodes where it’s very high production value. But we get a chance to share the stories of our clients. And these are like pretty legit shows. The guys that do it for us, the production team was working on Top Model Finland. So I hired a good crew behind me and you know, it’s getting a bit of traction. Again, that’s investing into the brand. That’s showing that we take our brand seriously.

We’re a very software-driven company, which the client doesn’t see but what it does is it increases our level of execution, meaning that if we’re calling out to clients, we’re able to track and implement ways to grow, you know, grow our own productivity in house, let’s put it that way, which of course results in higher return at the end.

We partner with many, many events around the world. Today, we’re at some private equity conference in Vienna, Austria. We were at the Nordic Business Forum last week, both Sweden and Norway, which was an event where Simon Son was speaking where we’re putting our brand in front of thousands of prospective buyers. And again, showing that we’re serious about our brand, but we’re actually putting a significant investment into the resources behind our brand because we’re serious about what we do. And of course, you know, execution is 90% of the business. Like, there’s obviously the idea, but most ideas are kind of good anyways, it’s the execution where the ideas fail.

HAND: Well, so let’s talk clothes a little bit. And obviously, LGFG is international, in terms of its client base. Personal opinion, I mean, the differences between the way men dress and present themselves in Europe versus United States versus Asia, maybe articulate some of those. And if you have men that, you know, disproportionately on a geographical basis, use the service.

TOUKHCHER: Yeah, so I think the number one thing about for example, Europe is that people just don’t want to look American.

HAND: Americans don’t want to look American, either.

TOUKHCHER: Well, there you go, you know, American suits are known, you know, and again, this is cliche, but it’s kind of that big, three button, baggy suit with pleats, okay, cool. And that works in the south, I mean, guys like that, they like comfort, and that’s great. But that’s just not the European market. Like when we’re selling let’s say, into Sweden or into Switzerland, or similar places, what happens is people of course want that sort of a fitted slimmer, shorter look, it’s just how it is. And it’s coming in the US as well, I’m sure; bigger financial markets like California, New York, that’s what people prefer now too, but that’s not sort of the traditional American foot. So there’s that look aspect.

In terms of color, there’s actually a really good part in the last episode of The Suitmaker, we filmed with our production house leader, Edward who’s our head tailor, and he talks how bright colors and things that are a little bit more exorbitant tend to sell better in the Far East. Like, Hong Kong is one of our better selling offices right now. And we are seeing a much bigger preference for brighter, more bold patterns, more, let’s say exclusive colors that you would not find on a typical legal professional in the United States.

HAND: Is this in suiting or odd jacket?

TOUKHCHER: Both actually, both. So you’ll see a lot of…Like in the States, you know, from my experience, the furthest people tend to go in a corporate setting be like a Prince of Wales, which is not very exorbitant, but already, it’s not a solid, whereas in Asia, you’re going to see a lot of window panes and unique combinations of window panes, you know, bright pinks, and yellows and things that, again, would be considered a little too dandy in the United States to wear in a serious office, but are actually quite culturally acceptable in the Far East.

HAND: Interesting. Well, so tell our listeners the importance, really, of custom tailoring versus purchasing off the rack. And what they’re getting by getting a tailored product versus something off the rack.

TOUKHCHER: So I have a different opinion of this than most people because I think as a CEO of a custom fashion house, people would expect me to say you know, better fit and unique and all that, and that’s all nice. For me, it’s a little different look. I’m a 46, regular off the rack, and I fit perfectly, no adjustments, I’m just built to be fit off the rack, which people are surprised to hear. But here’s the thing, with the way that the world is set up today, with the amount of information…Let me put this way, the way that logistical costs have been reduced so significantly by realizing economies scale, a custom suit today costs not more than a suit off the rack. It doesn’t cost more, it’s the same thing. So if you’re going to go one way or the other, why not go custom? Like, there are no financial restraints to do it. It used to be reserved for the very wealthy, it’s not anymore. And so depending of course, on the quality you want, you can get a matching quality level off the rack or custom at the same price point. So why not get something made for yourself if there’s no barrier to entry?

HAND: So I believe your suits are made in England? And is there a particular design philosophy that you align with? Or is it free for all?

TOUKHCHER: Yeah, so initially, when we started, the idea was kind of British tailoring, which is straight lines, which is more fitted, the difference, of course, that for those people don’t know most people kind of do know is that Italian tailoring tends to be a little bit more freestyle. Like, there’s some, let’s say, allowance for error in Italian tailoring, that’s part of the beauty, you know? Like especially Neapolitan, which I cover it up as well to The Suitmaker where we actually visit a famous Neapolitan tailor, where you see a bigger baggier sleeve, as the tailor says, so that you can reach out to test the lady’s hand, you see some minor imperfections in the stitching, right, because it’s done by hand, and that’s great. We started out kind of looking at straight lines, and kind of, you know, because British tailoring comes from the military. So kind of like the way that you’re dressed right now you see like straight lines, very impeccable, very detail oriented, and that’s fantastic. And that’s been a big hit for us. However, as we’ve grown up, we’ve realized that, in fact, part of being a custom house is not about imposing your image onto others, it’s about letting others realize their own vision. And so it has become a lot more loose in the sense that we do a lot of linen, we do a lot of cotton. We do things that people want. And I have, you know, looking at our client database, there are clients who tell us straight up, they say, “Look, I know that young men want to dress a certain way, but that’s not who I am. And I prefer my clothes baggy.” And I’ll simply tell them up front, I’ll say, “Look, if that’s the case, and they asked where you got your seat, make sure you preface that answer with I told them that this is what I wanted.”

HAND: Right. Well, do you find that your customers are a great source of marketing in and of themselves, that word of mouth is a component of your success?

TOUKHCHER: They’re the only source of marketing, really. I mean, at the end of the day, you know, social selling is core to our business model because we’re not an online retailer. So we don’t do like pay per click advertising. And we’re likewise not a physical retailer so there’s nobody that’s going to walk in off the street. So our entire reputation is built on our clientele.

HAND: Got it. Well, so you know, Dimitry, because you read my book cover to cover at this point, that I elucidate a bunch of guidelines for men, and in particular white collar professionals, to dress in a manner that is capable and elegant, those are two goals. And as a lawyer, that’s best done in tailored clothing, I feel. As an entrepreneur, but an entrepreneur in tailored clothing, how do you think you best present yourself? I mean, today sartorially you have some colors and patterns going on, you’ve got a pin. Is this your normal look? And if so, what does it communicate about you and the product that you put forward?

TOUKHCHER: So when I was still seeing clients face to face, which I don’t get to much anymore, because we have people that do it, and I’m sort of behind the operation, one of the things that I found myself constrained by is that I lived in downtown, and my office was in downtown, and I would run into my clients when I would just take the garbage down in my building. And so I couldn’t wear a T-shirt and a pair of shorts taking the garbage down to my building because people would see me. I knew I had clients living in my building, right. And a couple of times where, you know, you see a tailor wearing a T-shirt and shorts, you kind of think it’s a little weird. So I sort of had to dress up just to take the garbage out, and that became the norm.

Now, obviously, not everybody is constrained by the same kinds of constraints that you know, you’re a lawyer, not in that business but I would put it this way. If a client runs into, like, I’ll give you an example. It’s a true story, but I won’t name names, but I had a prospective client I went to see who was a partner at a prestigious law firm one time, I won’t say the city, I won’t say the firm. But anyways, I met with him and we did some transactions. And then a few weeks later, I was walking probably, with my girlfriend, now my wife, walking by some downtown, it was a pub outside and the same lawyer was outside throwing up. And the point of the story is what I witnessed was a profound moment of incompetence. You know, if you’re a partner at a firm, and especially in this case was a fairly prestigious firm, there’s a certain level of competence you have to present in all areas of your life, not just at work, because that reflects on you as an individual and that reflects at your core character, right?

And so even though I don’t need to wear a suit everywhere I go, I nonetheless, have a requirement not to be seen as incompetent in anything that I do. That’s important for me internally within my organization to set the culture straight. It’s important to me externally, because that’s what the client sees. And that’s the same advice that I would pass on to anyone else that’s a professional.

HAND: Yeah, yeah. Well, there have actually been studies done, which I lay out a few of them in the book about in closed cognition, that we are actually higher functioning and more capable of abstract thought when we are in tailored clothing. So you might want to look into those studies, those could be good little fodder for additional marketing. So, back to clothes specifically, what are two essentials for every white collar professional in terms of suiting? If a man is buying his first two suits should those be, irrespective of where he is on the planet, assuming that he’s a lawyer, a banker and accountant, a service professional?

TOUKHCHER: Well, back for a second to your point about your book and how you outlined studies that reference, I know LGFG, what it stands for, it’s actually a phrase. And it was a famous Deion Sanders phrase back when he played football, which was “When you look good, you feel good. And when you feel good, you play good. And when you play good, you get paid good.”

HAND: Neon Deion, that’s a blast from the past.

TOUKHCHER: Clothing and just your image of yourself is reflective of your creativity and your productivity is implicit to our brand. We believe that as well.

HAND: It’s also a feedback loop, I feel, in that you are putting out a very confident version of yourself and you are getting feedback externally that is positive, because people are looking at you in a certain way. You look sharp, you look capable, you are confident your chin is cocked up maybe a couple of degrees higher. And with that feedback, it actually enhances your confidence more. So it’s a wonderful thing to experience. And tailored clothing is not the only way to do it but it’s a good shorthand. So back to the essentials; two suits to four suits. I mean, I talked about four suits in the book but if a man is buying justice first two suits what should those most advisedly be?

TOUKHCHER: Yeah, so always a solid navy on a solid charcoal, because they just go with everything. And most men are not good at matching up. And even if you are, you get the biggest combination of matching with charcoal and dark navy.

HAND: Yeah. And in terms of how many looks a man can transform those two suits into, particularly because they’re solids, right? And so the shirt and tie and pocket square combinations are virtually endless. Is that how you guide men for first purchases to really stick with solid, stick with basic colors, the sort of Beau Brummel, dark palette initially?

TOUKHCHER: Absolutely, because I want my clients to wear my product. That’s essential. Even if it looks amazing and they don’t wear it because they’re afraid to—or it doesn’t fit into whatever situation, I lose them they lose and that’s not good.

HAND: Yeah. Do you have thoughts about the difference between fashion and style?

TOUKHCHER: Yeah, you know, I would say this, I would say that fashion is the government currently in power and style is who you’re voting for.

HAND: I like that. That’s a good one. Yeah. Well, on that note, what is one style rule for you personally, that you never break?

TOUKHCHER: I always, always, always are slightly overdressed for every situation because the consequences of being slightly overdressed are generally slightly positive and the consequences of being slightly underdressed are generally magnificently more negative.

HAND: Yeah, I talk about you know, one of the laws of style is that really in terms of formality, one should always dress more formally than your client. And the only real ceiling on that is making sure that perhaps you don’t dress too luxuriously or profligate, right, that you’re not sporting the gold Mariner watch. There are certain clients for whom they’re going to see your billable rate in some of your choices. But tailored clothing often can be a hidden luxury in so far as even a very expensive suit, if it’s executed well doesn’t necessarily look expensive, it doesn’t scream, this cost $5,000. Maybe speak to that. And do your customers appreciate that? Or is that something that they learn to appreciate through spending time with your tailor’s?

TOUKHCHER:  I think everything in life, like no…Look, most of us aren’t born super wealthy, but some are and that’s great, good for you, but most of us aren’t. Most of us that are in possession of some sort of power, let’s phrase it as power, are generally there because we’re competent at what we do, we’re conscientious, we take pride in our work. Like, it’s important for us to do a good job, we take pride in our work. And what we get as a result of the work that we put out which we take tremendous is we get a feedback from the universe, you’re doing a good job, and how do we get that well you get paid. And when you get paid, the way that you reinforce yourself as a competent human being is you get yourself something you know, for some of us, we…I mean, most of us eventually we rent or buy a nicer apartment or house because it becomes core to our identity. We upgrade our vehicle from the 1988 Toyota Corolla we drove in university, so something a little bit more representative of our level of competence in society, that’s important. And eventually, that transliterated also into our clothing.

So it’s not just a matter of appreciate it fine clothing, which of course it feels better, of course that’s nicer, of course that looks better, like, of course, I mean, otherwise it wouldn’t exist, of course. But also like when I put on my suit in the morning, it’s not just about that, it’s about the reinforcement that I’m competent, which is very important to me. And when you’re talking white collar, what’s more important to a corporate lawyer than being competent?

HAND: Yeah. Well put. Well, as a rule I asked my guests who they’re wearing, and I imagine your suit comes from LGFG, but the other elements of your ensemble, did they come from other brands or are they all produced by you?

TOUKHCHER: No. I refuse to wear anything else but LGFG and it’s a…You know, even when we launch a new product, like we launched recently a line of bamboo T-shirts because we have clients that are marketing guys that wear suits with a T-shirt underneath, which is happening, you see that today. And so we launched a very high end bamboo t shirt, which is a proprietary fabric that we came up with 90% bamboo, 10% lycra. It doesn’t absorb moisture, it doesn’t wrinkle, it’s better for traveling. It’s just an incredible product which I’m wearing right now under my dress shirt, right? When we were testing, it took us three years to launch this because we were testing different fabric combinations. I tested them on myself. And even though the initial ones were not very good and they were just terrible products, but I was wearing— we weren’t selling them yet but I was wearing them because I wanted to learn about what my clients want to know about. Okay, so whether it’s a mature product for us, whether it’s our best seller like this suit, whether it’s ties or a T-shirt that is brand new to us and we have haven’t even released it to market and home for three years, I still take it upon myself to wear our product so I know what our client feels.

The suit is LGFG, tie is LGFG, shirt is LGFG, T-shirt is LGFG, bamboo socks is LGFG, handmade shoes in Spain, LGFG, bamboo boxers, LGFG, everything I’m wearing is LGFG.

HAND: Well, that fact notwithstanding, are there any contemporary brands that you appreciate from a design perspective? Whether menswear or women’s wear, I’ll open it up.

TOUKHCHER: Definitely. So I’m a big fan, I’m a collector of a brand of watches called Tonino Lamborghini. This is one right now.

HAND: Lovely.

TOUKHCHER: And the reason I like it is because I really liked cars. I visited the Tonino Lamborghini Museum in Italy last week. And so the fact that their watches combine design elements from cars, like you’ll see this watch is design after a steering wheel. There are some ones that have like literal brake pad designs, and they have carbon fiber finishings to reflect the racing car, that connects with me as an individual. So Tonino Lamborghini watches I’m really, really big in. I’m big into watches in general, I really like Auto Mark again, I like to blow a lot. Those are brands that speaks to me. I’ll say this here, before we had released the line of shoes, which we make these shoes, and they’re just terrific, I really admired two brands, I really liked Ferragamo for their design elements. And you see a lot of that in our shoes. Like, you’ll see a lot of wingtip Crocs, which are sort of a Ferragamo signature. So I got a lot of those into our collection. And I really liked Allen Edmonds, the classic shoe brand, because they’re one of the last brands that still use Goodyear welt in their shoes, which, even though I wasn’t a fan of how firm it was, I love that the shoes lasted forever and could be resold. And so we also launched a line of Goodyear welt to give our clients that same option, which was inspired by great company like Allen Edmonds.

HAND: Yeah, does LGFG make their shoes in England as well?

TOUKHCHER: No, in Spain.

HAND: In Spain, okay, a lot of great manufacturings come out of Spain over the last couple of decades. Well, pivoting a little bit to the industry. I’ve seen a lot of unisex brand propositions coming online. My firm represents a few of them. What do you think about unisex as an answer at retail for certain men and women? Do you think it has a future? Or do you feel that it is perhaps kind of latching on to a Gen Z fluidity perhaps with sexuality in some ways and it’s just a trend?

TOUKHCHER: That is an amazing question. And how does want to answer that question without shooting oneself in the foot? You know, I mean, so…

HAND: Hey, I asked the hard questions here on The Laws of Style.

TOUKHCHER:  Let’s say this. So I mean, of course, it has the future, because everything has a future. Like, you know, everybody likes a different kind of cake. And there’s a lot of different kind of cakes out there and there’s a lot of different kinds of people out there. So you’re going to find somebody that likes Neapolitan and somebody’s going to like something else, that’s not going away to some percentage of people, right? Me personally, I’ll say this without recourse, realizing how dangerous it is to say, I take pride in my masculinity.  I do. I have a daughter, I also have two sons. And I’m not denying my son’s the fact that I can tell that my son who was just at my office earlier, for lunch with my wife, we had a little family party, my son has an affinity for certain things, which are implicit to him as a character, like he just loves motorcycles. My daughter likes ponies, it’s just how they are, you know what I mean? So for me, I take pride in my manly dress, you know, some people could refer that to it as manly, I don’t know. But to me, I like that, okay. And so do I know unisex holding rate, nothing against it, let it be and it’s cool. But at the end of the day, I like to see in our office our ladies wear suits, but they have softer tones, they’re wearing plum, they’re wearing little colors that would be traditionally let’s say, affiliated with females. And some people might be offended by that. And I’m not because I realized that those colors are traditionally affiliated with females, the same way that my daughter’s favorite color is pink, and I don’t know why, it just is.

So yes, gender fluid clothing have a future. Do I think they’re going to be the way to go? I don’t think so. I don’t think so because there are people like me out there as well. And I take tremendous pride in the fact that as a man, I am responsible for certain things I don’t expect my wife to be responsible for, for no other reason than it gives me tremendous pride to be responsible for those things. And like providing for my family, I take tremendous pride in that. Being a leader at home and outside of home, I take pride in that. My wife’s a leader in other areas, of course, but they are not the same areas, because my areas of competence are different from her areas of competence. And therefore my way of dress is reflective of me as a character, and me as the character, masculinity is a part of that character.

HAND: Got it. Well, another question, industry question. My firm represents a lot of brands, and many of those brands have used influencers. And by influencers, I’m going to say, individuals who may have some fame and certainly have a following on social media platforms, for no reason other than they have a following on social media platforms and what they post is of interest to a certain segment of the consuming public. Brands have latched on to that in a way that is potentially quite enabling, in terms of marketing the product, is that something LGFG does or if not, would you ever can doing that?

TOUKHCHER: Yes and yes, I mean, obviously social proof works. That’s, you know, if you read like Robert Cialdini, Influence, probably the preemptive marketing book on influence on itself. I mean, it’s been empirically proven so it’s not just anecdotal to us, you know? And we are definitely working with some professional athletes that we do like to post their picture in social media. And we post it because it gives us certain social proof. And yes, I think in the near to medium future, probably we will also latch on to somebody, whether it’s a person or a group of people that we can officially, let’s say, partner with to be the face of our brand, because I think, from the objective evidence in the world and what we see internally, it seems to positive feedback from clients.

HAND: Yeah. How do you develop your marketing plans? I know that over the past few months, I’ve seen random posts with animal heads affixed to well-dressed male torsos, which I think is clever. And there’s a nice description of you know, whether it’s the lion or the bear or the buffalo that sort of puts that animal in a business setting. Is that going to be a consistent feature of LGFG? Or is that a, you know? And how long have you been doing that? What was the kernel of that marketing plan?

TOUKHCHER: Honestly, the kernel of it was really funny is that there’s a couple but the one of the main ones—there’s one I can’t talk about because it was part of a secret marketing strategy we’re still deploying and once it lands on make a big announcement about it. I expect i to land in about September.

HAND: Okay.

TOUKHCHER: And once it lands, I think people will understand the connection, but the initial thought about was what we use our own employees as models for our brand. And so we publish a magazine we send out to clients to put on social media, it’s our own people. Beautiful employees, I mean, we’re lucky that way. And we thought about how do we remarket the same photos from two three seasons ago? And we thought, well, if we put animal heads on them, it’s a different photo now, right? But it was something bigger because I had one made of me— our designer made one of me and I was a tiger. And I thought, “Man, I can relate with the tiger I’m a bit of a hunter type. I like to pounce on opportunities. I like to be dominant in my environment. That’s just how I’m built.” And I’m like that, really? And then she said, “Well, why don’t we do a four different ones.” My CFO, he’s really more of an owl. You know, he’s a very wise, methodical, you know, the qualities associated with owls. I have a wolf in my office who’s a true, like, just loves to hunt. I’ve got a couple of chameleons. And I thought, “Hey, let’s put that in the corporate setting.” And what’s cool about it is when— if you look at LinkedIn, some people comment, they go, “Oh, my God, you put a buffalo there. And I always thought of myself as a buffalo.” And then people connected with that. So it’s kind of fortuitous that that worked for us. I interviewed a lady in Zealand who might watch the show later that received an offer from our company and she told me, she goes, you know, she has a son and her son really likes fashion. And she said, “I told my son that I have this interview with LGFG fashion house, and the son goes, ‘I know those guys, they do animals on Instagram.’’’

HAND:  No, it’s a great calling card. Well, so for our listeners who want to establish a relationship, make use of the service or evaluate making use of the service, how do they go about doing that?

TOUKHCHER: Well, so typically, we reach out to people because we call on people and companies and obviously offer our services or they might meet us at an event. But if somebody is interested in they want to explore our brand and see what we’re about, they can visit our website at

HAND: Excellent. Excellent. Well, any final words, Dimitry, before we break?

TOUKHCHER: Thanks for putting this out into the universe. There was a great podcast recently that I watched, you might have seen it actually. If you haven’t, checked it out. It’s on Joe Rogan’s podcast, he has Guy Ritchie on the show  and Guy Ritchie has about an eight minute segment just talking about how important it is for him to wear a well-tailored suit and what it represents to him as a man, as a person, as an individual, as a professional, as a producer. And you know, just putting that out into the world they think creates a lot of positivity. So thank you for putting this out into the world because whether people do business with me or you is considerably less relevant to the message that is being sent out and what it brings back.

HAND: Well, thanks for joining us. That’s a wrap. I will send you a copy of The Laws of Style. I know you already have one but every guest gets one. And look forward to watching the success of LGFG in the future.

TOUKHCHER: Thank you, Doug.

HAND: Bye now.