Jordan Lash, founder of the eponymous men’s clothing store that has been an anchor retailer on King Street for the past eight years, and his brother, Daniel Lash, have a singular goal for their customers. “We want our customers to leave the store feeling confident and comfortable in their new clothes,” Jordan Lash says. “How our customers feel after interacting with our staff and wearing the clothes they purchased is important. They should be confident in the clothes and the service they received, and of course, they should look even better.”
To understand the Jordan Lash Charleston experience, it’s helpful to understand the personalities behind the brand. Lash and his brother have worked on the King Street corridor in retail clothing for a combined 35 years. With such a long history in the industry and the area, they know the subtle differences in the Charleston market and stock the American and European clothing brands that best fit what their customers want—from work attire to casualwear and athleisure. “I want my customers to see me as a style advisor and friend. It’s wonderful to have a father bring in his son—the next generation—to buy his first well-fitting suit,” Lash says, adding, “Daniel and I have that brotherly love; we don’t reserve our opinions but collaborate freely to make sure the end result is the correct result.”
They set a tone of familial comfort and have an endless drive to find the best for customers on the shop floor, thereby paving the way for sales support staff to also work tirelessly to find what’s perfectly fitting for the men (and their wives and partners) who are their customers. By looking at clothing brands from diverging perspectives, the Lash brothers cover the spectrum of choices for all types of customers. “We also create a no-rush atmosphere and give as much time and attention as each man needs to curate his look,” Lash says.
Even though tourist-heavy King Street means plenty of customers who are traveling through the area, Jordan Lash Charleston pays particular attention to its local clientele. “We curate looks from laid-back Southern sophistication to impeccably tailored suiting that are right for the Charleston market,” Lash explains. “Guys are creatures of habit. When they or their wives shop, we make it easy for them by keeping a history of their past purchases with recorded sizes and preferred styles to make gift giving easier. Some men find a brand that fits them perfectly and will want us to look up sizes and pull one in each color to add to their wardrobes. Making shopping effortless is part of the curated customer experience we offer.”
Lash stocks the store with the highest-quality clothing from brands his customers love and trust. Some of his most requested brands and products are Brax pants from Germany, Rodd & Gunn from New Zealand, Scabal tailored clothing, Emanuel Berg, Patrick Assaraf, Swedish-based Stenströms and classic Onward Reserve shirts. “We don’t stock generic clothing that can be purchased just anywhere; you won’t find Jordan Lash brands in most stores. For this reason, our customers leave feeling special, with a unique look that is personally curated for them,” says Lash. “We never want to sell a man something he’s not going to wear or that doesn’t look good on him; him walking out confidently is our whole goal. We have a diverse clientele—from the college student who wants to quickly pick up a new hat to the mature businessman who needs updated work attire. Our location in the heart of King Street shopping is one that works well for most of our customers; that’s why we knew we had to open our store here.” To keep interest high, the store sponsors trunk shows and regular events revolving around clothing designers who visit the shop.
Lash says his greatest success is being able to help others while having fun and enjoying what he does every day. Part of that success is due to the attention he gives his customers and their experience at Jordan Lash Charleston. “Many of my regular customers think of me as a friend, and I think of them the same way,” he explains. “I accept texts from them even during off-hours. Sometimes they need help deciding what to wear to a special event. It makes me feel good to give advice and help. I want them to know I care a lot.”
Lash realizes that when he curates a look for a customer, his customer is making an investment in high-quality clothing brands. “We also are investing to make sure that customer is experiencing a rare sense of personalized care,” Lash explains. “Everything starts and ends with the customer experience. We take pride in the community we have at Jordan Lash Charleston and are investing in lifelong relationships with our customers.”
Dana W. Todd is a professional writer specializing in interior design, real estate, luxury homebuilding, landscape design, architecture and fine art.
