FROM OUR NOVEMBER ISSUE: MILESTONES-20 YEARS! DRINKWATER’S CAMBRIDGE

The entire MR team proudly presents our November 2024 issue. If you haven’t received a hard copy, please page through our digital version, and we’ll continue to post individual stories here on  MR-mag.com. If you haven’t been getting MR in print, be sure that you are on our mailing list for future issues by completing  this form.

Drinkwater’s Cambridge has been a neighborhood gem since 2004. Founded by Gary Drinkwater and Teresa Borges, the store is a 1,200 square feet powerhouse of style and service, with a dedicated team of three full-time staff members and three part-timers.

Mission: To provide timeless, expertly curated menswear, blending classic style with modern elegance. We’re dedicated to offering superior craftsmanship and personalized service, ensuring customers feel confident and comfortable in every piece they buy.

How’s business? Business is strong, and we’re optimistic about 2025. While we’ve actually seen an increase in walk-in traffic, 40-50 percent of our business now comes from dedicated appointments. This allows us to offer a more personalized, one-on-one shopping experience, where we can focus on each customer’s unique needs. To continue growing with less reliance on walk-ins, we aim to expand our appointment-based services, ensuring every customer gets the tailored attention they deserve. Additionally, enhancing our online presence and leveraging tools like virtual consultations can help us reach more customers without them needing to step into the store. This balance allows us to keep delivering the high level of service we’re known for, while adapting to changing shopping habits.

Best Sellers: Our Drinkwater’s Red private label clothing, blending classic and modern aesthetics. Our Made to Measure shirts—we’re proud to be ranked 6th in units sold worldwide, a testament to the fit, craftsmanship, and customization we offer. And Paraboot shoes for their exceptional comfort and durability. Looking ahead to winter, Harley sweaters are already generating buzz, as is Far Afield sportswear and L’Impermeable outerwear.

Top brands in sales volume: Samuelsohn, Drinkwater’s Made to Measure Shirts, Paraboot, and Universal Works.

Online strategy: Our online business primarily serves as a research tool and added convenience for our customers. While a lot of people browse online to explore our offerings, the vast majority prefer to come into the store for their actual purchases. This is largely because they value the personalized experience and expertise of our sales staff. Our goal is to maintain that balance—offering a helpful online presence, but ensuring that the in-store experience remains at the heart of what we do.

Best/worst part of your job?
We take pride in helping our staff grow into knowledgeable style consultants. We love mentoring our team and guiding customers as they buy their first suit, whether entering the job market or stepping up in their careers. It’s about more than selling clothes—it’s about teaching craftsmanship, quality, and service to set them up for success.
We also infuse creativity into our store’s merchandising. Every season, we refresh the space, curating it to reflect evolving styles and trends. This keeps things exciting for customers and allows us to showcase our collections in fresh ways. The hardest part is managing the ever-changing logistics of delivery dates, which don’t always align with market expectations or the weather. Fortunately, we’ve learned to manage customer expectations.

What are your top vendor partners doing right that you wish others would do?
Our best vendors understand the importance of exclusivity and timeless quality, which helps us differentiate ourselves. We value partners who prioritize long-term relationships with retailers over short-term gains, recognizing the importance of collaboration rather than competition. Vendors selling direct to consumers is a reality of the market, but we believe that personalized service and expert curation can’t be replicated in a direct-to-consumer model.

What changes are you planning to grow the business in the future?
As we celebrate our 20th anniversary, we’re focusing on continuing to evolve with the times. This means embracing new technologies, expanding our sustainable offerings, and refining our services to meet the needs of the modern gentleman.

Greatest challenges you now face?
Striking the right balance between tailored clothing and sportswear. As trends shift, we need to ensure our mix meets client needs without sacrificing our identity. At present, our mix is 50 percent tailored clothing, 40 percent sportswear and 10 percent other.

How are you getting young guys into the store?
We’ve remained consistent in our approach, offering a curated selection that emphasizes style over trends. Young men come to Drinkwater’s because they appreciate our expertise, craftsmanship, and guidance in finding pieces that will last, no matter the changing fashions.

What’s your secret to having reached this milestone anniversary?
Adaptability. While staying true to our core values of quality and service, we’ve evolved alongside our customers’ needs and the shifting menswear landscape.