In recent years, quiet luxury has been flung around like tic-tacs, making it anything but quiet. Brands parade their old money looks without delivering quality, craftsmanship, or that true understated elegance of timeless style. Enter Eudaemon, a Delhi-based brand quietly stepping up to the plate with a claimed commitment to quality over fads. Man’s World India sat down with founder Manik Handa, who’s worked with brands like Zegna, to find out what makes Eudaemon’s approach different.
What inspired Eudaemon?
Manik Handa: After spending almost a decade in the corporate world, mainly with Zegna, I felt my creativity was getting confined. I needed a new challenge. My experience in retail, brand management, and graphics made menswear a natural choice. I noticed a gap in the market for a high-end menswear brand in India that could stand up to labels like Zegna and Italian brands in terms of quality.
Where does the name come from?
MH: The name Eudaemon is derived from Aristotle’s concept of ‘eudaimonia,’ which symbolises happiness and fulfilment through living a virtuous life. We chose this name to reflect our commitment to quality and the philosophy of enhancing one’s joy and contentment through what one wears. Also, ‘EU’, meaning good, and ‘demon’, meaning spirit, translates to ‘good spirit’ or balance. This philosophy is reflected in our branding: it's subtle and embossed rather than prominently displayed.
Your branding is quite understated. Why?
MH: Our branding is intentionally understated. Instead of loud logos, we use subtle embossing to make a lasting impression without being overt. This philosophy extends to our clothing as well—it’s designed to enhance the wearer rather than overshadow them. We believe that the focus should be on the person wearing the garment, not the brand itself. Now we aspire to offer quality comparable to Savile Row tailors but with a more accessible approach.
How does the appointment process work for your customers?
MH: While online purchases are convenient, we believe that clothing is a deeply personal experience. Many of our clients prefer to visit our studio. During an appointment, we take time to understand their preferences, lifestyles and needs to create garments that truly suit them. We offer multiple design options and a broad selection of fabrics, ensuring a custom fit and personalized style for each client.
Who are your typical customers? Are you catering to a broader audience?
MH: Our core customers are usually in the 40-45 age range, including top industrialists and corporate executives. However, we’re also attracting a younger demographic, such as startup founders and professionals, who are looking for clothing that can last and be passed down to different generations. Our suits start at Rs 70,000, making our high-quality garments more accessible to a broader audience.
Where do you source your fabrics?
MH: We source fabrics from manufacturers and mills in Italy, England, and France—primarily the same places where other high-street brands get their materials. Initially, we worked with distributors, but now we source directly from mills to ensure authenticity and quality. This helps us control costs and maintain high standards. For example, we use premium German canvas and Japanese lining, which enhances the overall quality of our garments.
How do you maintain consistency in your garments?
MH: Quality and consistency are paramount. We continually refine our designs to ensure they meet our durability and style standards. Each garment is built to last at least ten years, so we invest significant time in perfecting every detail. We select classic designs and high-quality fabrics to ensure that every piece remains timeless and well-made.
What challenges do you face in sourcing materials?
MH: Sourcing materials can be challenging. For instance, while we use premium fabrics from France and leather from Italy, finding high-quality zippers can be problematic. Sometimes, we ask clients to source specific items to manage costs effectively. Despite these challenges, we remain committed to using top-quality materials, even if it means offering fewer options.
What’s your philosophy on everyday wear versus special occasion clothing?
MH: Our goal is for clients to enjoy high-quality clothing every day, not just on special occasions. We emphasise comfort and functionality in our designs. A garment must be practical and comfortable to be worn frequently; otherwise, it’s not fulfilling its purpose. We want our clients to feel good and express themselves daily through their clothing.
How does your studio environment reflect your design philosophy?
MH: Our studio is designed to be welcoming without overwhelming visitors. We avoid flashy displays and mannequins, opting instead for a clean, straightforward space that emphasizes our design philosophy. The environment reflects our commitment to highlighting the wearer rather than overshadowing them. Every aspect of our studio, from the décor to the layout, is aligned with our focus on quality and consistency.
