Interview with ARI founder Moshe Ben-Ari

Where do you think that your passion for clothing stemmed from? 

It definitely came from my mother - the love of clothing. Growing up as a kid, my mother was a tailor, so everything we had was custom-made. Not because we were this fancy family but because we had no money to buy clothes regularly. It is the ultimate luxury nowadays to have tailor-made clothes, but we didn't appreciate it at the time.She also always emphasized looking proper no matter where you were going when you left the house, making it clear that looking good was always important.

And have you always wanted to go into fashion?

I'm not a planner. I never had a plan for this. I found my way to it when I moved to New York.

How did you know this was a path worth pursuing?

I started taking on jobs in many different fields when I first moved. I did a little bit of real estate. I had a bit of an adventure into the food world. Then, one day, I started working in a boutique and liked it a lot. I would spend my time surrounded by good-quality fabrics and silhouettes, and I enjoyed myself. I loved selling and interacting with the people who walked in. Shortly after, I opened my first shop.

Tell us about your first shop.

It was a multi-brand shop. I would go to Italy, research quality young designers, and bring back curated collections. Later, I started incorporating my designs and creations. 

And what made you decide to create a product on your own?

Just the need to have it. Wanting a product that I couldn't find in the marketplace. Understanding that I can do it. I always liked leather pants, so I first made a pair of very good-fitting leather pants. It was the bread and butter.

Where do you come up with your best ideas?

It depends. When I'm alone, listening to cool music, and enjoying a drink, I start getting ideas, so I jot them in my notes. Other times, when in Italy, I go to work and have my team around me, we just start to brainstorm. All of a sudden, by the end of the night, we have 12 to 15 prototypes ready. A little bit of whiskey is in the mix, and magic happens. 

My travels inspired the comfort of the clothes. I travel and a lot of my clients are on the move nowadays. So, we have put a lot of emphasis into the comfort of the clothing. Most things we make have a little bit of elastane- a bit of stretch for added comfort. We designed a loungewear collection that lets you step off a plane and walk straight into a meeting while still looking great. Don't get me wrong-- you can certainly fly in our jeans as well.

Who would you consider your creative team to be?

Oh, everybody in the company is creative. Everybody is - it's kind of cool because it's a small company, we are a team of 15 people. I get to stay in constant contact with all of them. I get their feedback. I get the feel for the client's needs.

Describe your design process.

Well, it all starts with the fabric. I could look at a leather sample and immediately see a tough-looking motorcycle jacket with heavy hardware, a belt and zippers, and maybe even pockets on the sleeves. The fabric gives you a lot of ideas. The fabric is the foundation.

What are your central values in production that you don't give up?

Quality of materials and craftsmanship. We never compromise on those two. 

How do you know when you have the final prototype when creating a product?

When it fits. I try it on and feel for it. I want to make sure it's comfortable. I want to ensure I can wear it, sit with it, and never need to take it off. That's the beauty - it's a product that I want to sit in and enjoy wearing. It feels like it hugs me, not like it wears me.

If a young designer approached you asking for advice, what would you say?

Follow your instincts. Don't follow the market. Don't follow the trends. It's you. One out of a million. Just do what you do.

Is there anything you admire in other brands?

I appreciate it when a brand never sacrifices or cuts any corners for their craft. 

Tell us more about your first ARI store.

The SoHo store has always been my base. And in that base, I had my office downstairs. They used to call it my dungeon, and I loved it. I would go sit in my office, and magic would happen. I formed amazing friendships in that store. I love being in my shops.

Is there anything unique about your shops?

Absolutely. I would call it a little social club. People come in, they hang, you know, talk about everything while they're shopping and having fun. We have a drink in the back. We have this seating area that some clients call their living room. It is their living room while they're in New York. They go there to chill and listen to cool music while finding great clothes.

And what type of music do you like to put on?

Music that makes you groove but doesn't distract you. Stuff that stays above you. You could walk into a place and listen to cool jazz, which puts you in the mood to enjoy yourself. It's the same with good classic rock or deep house. 

What is the signature of the brand?

The athletic fit of the product. A client could take everything in their size in the shop, and each piece will fit them. In the men's world, it's great. It's easy, quick shopping. You get a whole new wardrobe in a half-hour.

Do you have a staple that you still sell after 20 years of business?

The signature jeans. Also, people have always loved our signature cotton-stretch dress shirts. They don't wrinkle. They look good dressed up. They look good dressed down. You could wear them any way you want. We have a lot of categories that we have constantly done while still, of course, introducing new pieces. We're always testing new things, like new yarns for cashmere. We continually experiment with new. Fashion needs some newness while, of course, we stay true to our core.

How do you see ARI?

It's not just the clothing; we're a lifestyle brand. Easy to wear. Easy to style as well. Each collection's pieces kind of melt into each other. It's not a runway collection. However, we could custom-make anything you want. I can make you a pink leather suit if you'd like it. But most of the stuff hanging in the shops is classic with a twist. It has that little edge-- a fit, silhouette, or color that will make it just a bit edgier.

Do you have a favorite client experience?

Wow, it's hard to say. I really have met some amazing people. I do have one that comes to mind. One day, I bought a gift for one of our oldest clients for the holidays because he's a good friend and has been shopping with us for many years. I gave him a race bike. Two years later, he called me and said, "I'm ready to go biking." I'm like, okay, wow, that took you a second. It was his first time on a bike in his life. And you're talking about a guy who is the busiest man I know. Never has a moment. Traveling 16 times a week to 50 different places. Long story short, an hour ride took us 3.5 hours. He gets off the bike, and I'll never forget it. He starts stretching and whooping and goes, "This was the best day of my life!!"

Bankers, real estate agents, artists, athletes - we can form friendships with anyone. We're all about peace, love, and happiness. 

Can you talk about the new women's collection?

So, my beautiful wife, Rita, designed the women's collection. She's, by trade, a textile designer from Sicily with a phenomenal fashion sense. So we started with the things at which we are strong: cashmere and outerwear, and the collection has been growing and evolving. It grew into denim, into regular pants, and now we're introducing some suitings - cashmere blazers, for example. Learning the identity and understanding what we want took us a minute. And it takes work in the women's world. It's not as easy as the men's. But we finally pinned it and we're already building a repeat clientele. It's kind of amazing. People appreciate it. It's a collection that is not over the top. It's like the men's. If you like the sweaters, you'll buy all of them because they're beautiful and not out there in the marketplace.

Any interests outside of the brand?

I travel a lot. I also like sports. Big on sports. Big on cycling. And eating well.. My brand reflects this as well. It reflects a quality of living. It's actually funny how many conversations I had in the shop with clients about eating healthy, and I'm not saying, oh, live your life crazy strict. It’s all about balance. Eat as much as you want, but make sure it's proper food. Drink your whiskey, good whiskey, but make sure you exercise as well. Simple. Pure simplicity.