FROM TAILORING TO LUXURY: MICHAEL ON BUILDING AND EVOLVING TWO BESPOKE BRANDS

by Shelly Lynn Hughes

Running a single business is challenging, but managing two companies that operate in similar markets yet target distinct audiences requires vision, strategy, and a deep understanding of branding.

Michael, the entrepreneur behind Sin City Custom Suits and the newly launched VonSteffen Clothiers, shares insights on growing a business, evolving a brand, and navigating the demands of the luxury menswear market.

1. Defining the Identity of Each Brand

“Sin City Custom Suits and VonSteffen Clothiers may both focus on menswear, but they serve different clients and experiences,” Michael explains. Sin City Custom Suits is known for personalized, story-driven suits that celebrate individuality and connection with each client. VonSteffen, on the other hand, is positioned as a high-end luxury bespoke brand, catering to clients seeking elite craftsmanship, premium fabrics, and a sophisticated, elevated experience.

“Luxury isn’t just about price or materials—it’s about experience, detail, and exclusivity,” Michael says. Ensuring each brand maintains a distinct identity is critical for growth and for preventing brand overlap or confusion.

2. Learning from One Business to Elevate Another

Michael’s experience building Sin City Custom Suits laid the groundwork for VonSteffen Clothiers. “The first business taught me the importance of client relationships, operational efficiency, and attention to detail,” he shares. Those lessons allowed him to launch VonSteffen at a higher standard from day one.

For VonSteffen, Michael focused on sourcing exclusive fabrics, refining tailoring techniques, and creating an elevated in-store experience—building on the strengths of Sin City Custom Suits while positioning VonSteffen at the luxury apex of the menswear market.

3. Targeting Distinct Audiences Without Competing With Yourself

One of the challenges of running two related businesses is making sure they complement rather than compete with each other. Michael emphasizes understanding your client base: “Sin City clients want a deeply personal suit, often for events or personal milestones. VonSteffen clients are seeking the ultimate luxury experience—something unique, timeless, and meticulously crafted.”

By differentiating the audiences, Michael ensures that each brand thrives without cannibalizing the other. He encourages entrepreneurs to identify the unique value proposition of each business and design marketing, services, and experiences that cater to those distinctions.

4. The Role of Team and Delegation

“No matter how experienced you are, you can’t run two businesses alone,” Michael notes. Both brands have carefully selected teams who share the vision and can uphold the standards of their respective companies.

“Delegating responsibility to trusted leaders allows me to focus on strategy, expansion, and the creative elements that define each brand,” he says. In luxury markets, where service quality is paramount, having a team aligned with the brand’s DNA is essential.

5. Balancing Innovation and Tradition

VonSteffen Clothiers represents the fusion of traditional bespoke tailoring with modern luxury expectations. Michael explains that evolving a brand doesn’t mean abandoning its heritage. He introduced innovations like digital design consultations, virtual fabric previews, and optional monogramming to elevate client experience while staying true to the craftsmanship that defines bespoke tailoring.

“Luxury clients expect refinement, attention to detail, and personalized options. Innovation should enhance these elements, not overshadow them,” he says.

6. Strategic Investment and Brand Expansion

Managing two brands also requires careful financial planning. Michael treats each business as its own ecosystem, strategically investing in areas that will elevate the brand and provide tangible client value.

“For VonSteffen, this meant investing in ultra-premium fabrics, high-end showrooms, and bespoke marketing strategies,” he explains. “Every investment is made with the luxury client experience in mind.”

7. Maintaining a Long-Term Vision

Above all, Michael emphasizes vision. “Luxury is about legacy. Both Sin City Custom Suits and VonSteffen Clothiers reflect a commitment to craftsmanship, client experience, and attention to detail,” he says. Every decision—from hiring, to product design, to customer service—is made with longterm impact in mind.

Conclusion: Lessons for Entrepreneurs

Michael’s journey demonstrates that running multiple brands successfully requires:

• Clear brand distinction: Know who each company serves and how it fits into the market.

• Applying learned insights: Use experience from one venture to elevate the next.

• Team trust and delegation: Empower capable leaders to maintain standards.

• Innovation that respects heritage: Enhance, don’t dilute, the luxury experience.

• Strategic investments and long-term vision: Every move should strengthen the brand’s position and legacy.

For entrepreneurs considering similar paths, Michael’s advice is clear: Elevate your brand intentionally, understand your audience deeply, and never compromise on quality or experience. For him, running two complementary yet distinct companies is not just a business strategy—it’s a way to redefine what luxury bespoke menswear can be.

Check out Sin City Custom Suits (www.sincitycustomsuits. com) and the luxury menswear brand VonSteffen Clothiers (www.vonsteffenclothiers.com).

Michael Stephanski is the founder and principal stylist at Sin City Custom Suits, a bespoke tailoring concierge based in Las Vegas, Nevada, USA.