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Words: Kit Heathcock | Images: Supplied

Billy Now encompasses a fashion line of vintage-inspired classic designs, Billy Now Corporate, an upmarket corporate-wear section and Billy XL, a ready-to-wear collection for “bigger and stronger men”. Owner and bespoke tailor Adrian Heneke tells us more.

How did your business start?

When I sold my previous fashion retail brand bluecollarwhitecollar, I noticed there was a huge gap in the market for quality, upmarket corporate wear. I wanted to offer a locally produced product with better fit, fabric and detail; and use my fashion background to add a bit more flair and edge to the corporate-wear game.

The name Billy comes from a bespoke pattern I developed for a client a few years back. He was a slightly bigger gentleman; instead of a writing 5xl on the pattern, I wrote his name, Billy. It’s become part of what I do, offering a designer shirt range for big & tall guys called Billy XL (Extra Love for big guys).

Billy Now Corporate wear is our main business, catering to small restaurant groups and boutique hotels, and Billy Now is our fashion offering, to keep myself in touch. It’s also my fun outlet, doing all the crazy things that pop into my head.

Why did you choose Woodstock to set up shop?

It’s smack bang in the centre of the creative clothing hub of the city and all my suppliers and service providers are in the area, plus some great coffee spots and other entrepreneurs. We all support each others’ businesses, so it’s the ideal area to operate from.

How did you find your premises?

It was luck, really, also speaking to the right people. It’s close to the Biscuit Mill where I trade with my fashion brand Billy Now each Saturday at the Neighbourgoods market. My persistence paid off and I was rewarded with great studio space.

Why are the premises ideally suited to your business?

It’s got wooden floors, high ceilings and a bit of an honest retro feel about it which helps in the overall creative experience.

Who are your neighbours?

Luke Dale Roberts’ restaurants, The Test Kitchen & The Pot Luck Club; Espresso Lab, and Blood Sweat & Polony Graphic Design Studio.

What are the rental/sales prices like in this area?

I think it’s reasonable for the space, but the area is getting more expensive as it’s being developed.

What is your shop footprint?

We get a fair amount of traffic. Our corporate clients love to feel fabric and see physical samples rather than buying from a catalogue. Saturdays at the Neighbourgoods market are manic with about 2,000 to 3,000 people passing through the area.

Do you have any expansion plans?

I’m looking at setting up a studio or showroom in Joburg in the future and possibly doing trade shows in Europe and the USA to promote exports of well-made South African products.

Do you operate online as well?

We’ve just launched an online site, which is still quite new, but developing slowly as we grow the brand.

What’s your most popular item?

We make great quality corporate shirts, tees, golfers etc and the Frankie Apron has been a big hit, made of denim and leather and personalised for our clients’ branding.

Billy Now
082 575 9573
www.billynow.com

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