The two recently shared the story behind their growing lifestyle collection, which is sold in stores nationwide and directly online.
What’s the story behind Devereux?
Robert: I grew up in west Texas in Midland, Texas – oil country where you do what you are kind of expected to: follow the family, follow everything. So I did that. I went to the university, I got the degree in geology, moved back home to where I grew up and was doing oil and gas work and just kind of saw my life flash before my eyes. I always had a passion for clothing and wanted to immerse myself in that world so I applied to fashion school in Los Angeles and got accepted. So I went and it just kind of opened up a whole new world, adventure and journey for me – and my brother. While in school I had this idea. Golf is something that he and I share with our father. Dad is a big golfer so I wanted to stay true to him and how we grew up around the sport. I wanted to make apparel for that that was a little more subtle and not so flashy and vibrant.
So Devereux is a golf line?
Robert: It’s a resort line with the emphasis on golf. In this day and age you don’t want to be one thing. You’re a collection of things. And if you take golf for what it is you have these diehard golfers and we are not that. We’re more of your traveling golfers. If he and I want to go to Cabo for the weekend we will take our clubs and we will play one round over four days. We’ll have apparel for that but we’ll also have apparel for when we are at the resort, for the night, for the day and to swim. So it embodies all of the resort lifestyle: Everything from getting on the plane to that whole weekend to getting home.
What sets Devereux apart?
Will: We pay a lot of attention to detail. We don’t cut any corners and our fabrication is top-notch. We do a lot of blends so there is easy care for traveling. It’s a resort lifestyle line so with resort you are always traveling and always on the go so everything has easy care in it. Our design and fabrication is what really sets us apart – and bringing it to the market at a good price.
What are your favorite pieces?
Will: I’m a little more conservative than my brother and that’s the cool thing about our line. You can dress conservative or take it a little more street if you want to. My favorites are probably the Ford five-pocket pant. It’s a sateen finish and has a touch of Spandex in it so it has four-way stretch and easy care.
For our polo shirts I would probably have to go with the Cameron. It is a jersey but the stripes are pique so it has a nice breathability to it. Then for outerwear would be our Preston which is a diamond knit with a suede outside pocket with horn buttons.
Robert: My favorite piece right now is the Gravity pant. It’s influenced by streetwear but brought to the market for golf and movement throughout the day. It’s a performance fabric of Spandex/polyester/cotton that’s quick-dry, moisture-wicking, lightweight and breathable with a tapered leg, which I like because I like showing off my shoes. And it’s got a cool detail with a zipper cuff at the bottom.
And I like the new slub hoodies that are lightweight and “throw and go” for every day. And I like the Andrew polo. It was one of my first designs and has a grosgrain placket for a little sophisticated detail. You can pair it with a blazer or casually dress it up so it has a lot of versatility.
Do you have a typical customer?
Will: No. When we started we had 30 to 35 to late forties pegged as our target market but we’ve really seen it go from 30 all the way up to 60 or 65. Our line is designed for a lot of people to wear. It’s for the modern gentleman that likes to travel and who’s always on the go.
Where does the name come from?
Will: Our grandmother. She’s 93 and still wears high heels to this day. She dolls up every day and it’s a tribute to her. She’s Titanic era and very proper, which influenced our tagline “Proper Threads Collection” as well.
What’s next for the brand?
Robert: Swimwear! I like hanging by pools and I live in Arizona where you learn you have to be by a pool so I’ve put a lot of time and development and research into swimwear. We’ve gone to Portugal and chased down the factories and fabric that the high-end designers are using there. It’s going to be the best swimwear you can desire but don’t want to pay that premium price for. We’ll offer cool, vibe-y swim trunks at an affordable price. We’re super stoked about getting the swimwear in later this summer.
We’ll also be concentrating on woven shirts, button-downs and layering styles. We want to go into that lifestyle aspect and really portray who Will and I are.
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