By Sandra Fernández for the FUERA DE SERIE edition of the March issue of EXPANSIÓN magazine.
There was a time when the only store in Madrid where you could buy clothes from brands like Moncler, Herno or Kenzo was Yusty. Little by little, many of these firms have been opening their own establishments, with which multi-brand spaces such as Yusty have ceased to make sense.
This is how the current managers have understood it, Daniel Yusty and his cousin José Yusty, the third generation in charge of the company, who have decided to liquidate Serrano's business and move it to the mezzanine of number 20 Ayala, a place that is accessed from the portal or from the Canali store, also owned by the family and located at street level.
Across the street, a private parking attended by a valet attends to customer vehicles: “this is like a gentlemen's club”, explains Daniel Yusty, “we offer comfort and discretion”.
This new Yusty is divided into two areas: the first with a selection of sportswear from brands such as Hogan or Jacob Cohën, Crockett & jones shoes, New Balance sneakers, niche perfumes and accessories such as sunglasses; and a second dedicated to custom and artisan tailoring and shirts, a sector in which the family began in 1914.
At the controls of this workshop, Mario Zafra (Madrid, December 8, 1973). “My father was a tailor. When I was 11 or 12 years old, I already took the needle and helped to get a little money. When I finished the COU I did my military service and, on my return, a teacher of mine to whom I told him that I would like to study design, recommended that I forget about it and start at the base, "there were already enough designers who don't even know what a pattern,” he told me.
I listened to him and enrolled in La Confianza, a court academy. Then Yusty's shirtkeeper got sick and they decided to find an apprentice. Those of La Confianza recommended me and that's how I started here. It was 1994." Since then, Zafra has worked for the house except for a period of nine years during which he ran the tailoring shop for El Corte Inglés in Pozuelo.
Delighted with his new rooms, he explains: "we have the best fabrics for making suits and shirts, which I combine both trades: Alumo, Thomas Mason, Loro Piana, Scabal... Wonderful, very delicate fabrics that you have to know how to treat" .
They have 15% foreign clients; the rest are businessmen, politicians, actors and the usual clientele with an average age of 50 years.