Before the suit, values.
MilanItalyYerevanLos Angeles
I Through the mirror
This was my first day sightseeing in Milan, and I would never have thought I would end up here in Los Angeles, fighting to bring back the values I saw when I was looking through that mirror that day.
When I say values, I don’t mean clothes. I mean what comes before them — and of course what comes after. But that is something I would prefer to talk about later.
II The streets
My walks in Italy — the places I was working from, walking all the time, and the views from our offices — were teaching me that even a simple, messy street view could be art.
You know why? Because at the time they were built, people with merits were working on them, and generations kept those values.
It was something I was really missing in my favourite city, Yerevan. That is another topic, but I will tell it briefly, to give the full idea of what I was thinking all the time I spent in Italy.
2,807years old — Yerevan, as I write this.
Yerevan is one of the most beautiful places for me, and it is very old. But culturally and architecturally it is being damaged all the time. We were not able to keep that one thing which many nations are aggressively trying to find, and never will. Something the Italians have kept for a long time…
Values.
III The witness of golden times
Values keep the core of everything: culture, family, city, country… people. And when I talk to my friends, to people close to me, or just to people, about why we need to bring the beautiful back, they sometimes think I’m overreacting.
No, Ladies and Gentlemen. I’m not.
Suits are not valuable in themselves, but they are a strong part of the golden years of humanity and of people. Not ancient Roman clothes, not medieval armour — no. Suits and formal wear are the witnesses of the golden times.
Today’s democracy — a very overused word; does it even exist? — was made by people in suits. Gorgeous buildings, theatre performances, operas, television, great films, iconic cars, soul-warming songs were all created by people in suits. And what did the skinny-jeans people create? TikTok? Today’s AI? I’m not against jeans and T-shirts, no… but it is hard not to believe that everything in this world is connected.
Do you want an example? A regular man in a café, in a double-breasted suit: would he behave improperly with others? Most likely not. He would be respectful. Believe it or not, a suit gives manners to your daily speech. You act differently, you move differently — not flexing, not showing off. You know why…?
You feel differently.
You are in a suit!
The more values we keep, the more we keep kindness — and act right in every situation.
IV The houses
I was working a lot and exploring the famous Italian formalwear houses — their traditions, their thoughts about the future — and all of them had their concerns. I gained a lot from them.
If I could bring that time back, I would act more carefully. They were always saying I was talented and very young for the job I was doing — but that I deserved it.
Their words, not mine.
V The first suit
Finally, after many years, I designed my suit, and my friend Narek — a very talented tailor — made the suit I’m wearing here.
I could have done this long before I did, but I felt I would not be able to create something close to the suits I was working with… values.
Thinking I’m mad again? No.
I was not ready. And when I was, I did it. Since then, every suit has been designed by me.
Now, Ladies and Gentlemen, I am offering my years of experience and knowledge to you, in this honourable world full of its Merits…
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