Pioneer in the P.C. Hooftstraat
In 1990 Oger Lusink opened a menswear shop on the P.C. Hooftstraat in Amsterdam. More than thirty years later OGÉR is a household name in Dutch menswear, with stores in Amsterdam, Rotterdam, The Hague and Antwerp. Their goal was to teach Dutch men to dress with more Latin flair, by sharing Italian style and craftsmanship with them.
Today the house is run by his sons, Sander and Martijn. Sander grew up in that entrepreneurial family, and he now helps steer one of the most influential quiet luxury addresses in the country.
Honorary member of Fondazione Altagamma
Walk into OGÉR and much of what you see is made in Italy: Brunello Cucinelli, Loro Piana, Corneliani, Lardini, Mandelli, Fray, Cesare Attolini, Jacob Cohen, Marco Pescarolo, Santoni, Tod's, Herno and more, over forty brands in all. The house stands on Italian craftsmanship, personal service, made-to-measure suits and shirts. Their philosophy is that fashion is temporary but style is eternal.
Its belief is simple: top brands are not anonymous. Since 2013 OGÉR has been the only company in the Benelux to be an honorary member of Fondazione Altagamma, for its promotion of Italian products in the Benelux. The Italian foundation protects the design heritage and the future of Italy's handcrafted brands, by sharing knowledge and promoting them outside Italy.
Italian eye for detail
As a boy Sander wanted to design cars. He loved washing the car with his father, and together they read the motoring magazines and watched Formula 1. Car design called for a head for mathematics he felt he did not have, so he went into fashion marketing and became a co-owner of OGÉR instead.
The love for cars stayed, and it is Italian. Lancia, Alfa Romeo, Maserati: for Sander they share the eye of Italian tailoring. Sharper details, a more elegant line, finer colour combinations, more beautiful contrast stitching. They even collaborated with Jeep to make an OGÉR Edition.
The traveller
When Sander travels, he likes his Corneliani traveller jacket and a pair of summer walks by Loro Piana. His latest chapter is a co-creation with Travelteq, the Dutch design brand whose bags are made by hand in Italy: the OGÉR briefcase, built on shared values of quality, craftsmanship and understated luxury.
Why Sander
Rouchelli looks for the Italy that is hidden in plain sight: in the hands of a master, in the character of a material, in a family workshop. Sander has spent his working life close to exactly that. It is why we asked him to be the first ambassador of Rouchelli.