From the Marine collection, designed around Rahmi M. Koç’s original sketches, to a legacy spanning more than three decades, Edwards General Manager Arife Ülger takes us inside the world of the brand.
How do we define luxury today? In recent years, one of the most prevalent answers has been “quiet luxury”: understated, timeless pieces with a strong sense of character. Edwards is one of the brands that embodies this philosophy. Founded by Rahmi M. Koç in 1994, the brand has grown into an established name in menswear. Following the launch of the Edwards Marine collection this summer, we sat down with General Manager Arife Ülger to talk about the changing world of menswear, the meaning of luxury and the DNA of Edwards.
Founded by Rahmi M. Koç in 1994, Edwards is a brand with a strong heritage. Looking at its journey from past to present, which elements of this legacy do you believe are most important to carry into the future?
Edwards’ most valuable legacy is its commitment to quality and long-term thinking. Shaped by Rahmi M. Koç’s vision, this culture is about more than simply creating good products; it is about creating lasting value, standing the test of time and maintaining a consistent standard under all circumstances. Today, we see this heritage not simply as something to preserve, but as a powerful point of reference that can be reinterpreted through contemporary design and modern approaches to production. After all, timelessness is not about remaining bound to the past; it comes from knowing how to adapt to a changing world in the right way. Edwards continues to carry the confidence of its roots into the future through a contemporary perspective.
“Timelessness is not about remaining bound to the past; it comes from knowing how to adapt to a changing world in the right way.”
How would you define the identity and DNA of Edwards?
Three fundamental ideas define the DNA of Edwards: timelessness, craftsmanship and quiet luxury. Our approach to design has always been rooted in high-quality fabrics, impeccable cuts and creating pieces that can be worn for many years. In our collections, functionality and longevity are every bit as important as aesthetics. For us, Edwards represents an entire world built around a particular lifestyle. One of the latest expressions of this philosophy is Edwards Marine. Bringing together maritime culture, craftsmanship and timeless design, this sister brand allows us to reinterpret our longstanding values from a different perspective while demonstrating just how broad the Edwards universe can be.
What do you personally love most about Edwards designs?
I would say their ability to transcend time. I find it inspiring that a well-designed jacket or shirt can retain the same value and relevance years later. I also appreciate the attention paid to detail: the texture of a fabric, the way a cut interacts with the body, the quality of the stitching or a subtle element of craftsmanship that perhaps only a trained eye would notice.
When all these elements come together, they create a strong character without ever becoming ostentatious. To me, that is precisely where true luxury begins.
How have you observed the luxury consumer evolving in recent years? What does the Edwards customer look like today?
We are seeing luxury consumers make much more considered choices. Purchasing decisions are no longer driven solely by a brand name; the story behind a product, the materials used, the quality of its craftsmanship and its ability to be worn for many years are increasingly important. The Edwards customer shares this mindset. Our clients understand fabrics and cuts, and they see what they buy as an investment. This is particularly valuable to us because the relationship we establish with our customers goes beyond a single purchase. Over time, it develops into a relationship built on trust.
“Bringing Rahmi M. Koç’s sketches from his voyages at sea into the designs gives the collection not only a distinctive aesthetic, but also a powerful story.”
Would you say that male fashion consumers have become more selective in recent years and are increasingly looking to establish a more personal connection with the pieces they buy?
Absolutely. I believe we are witnessing a significant transformation in the way men approach style. Today’s customer is more informed, knows what he wants and builds his wardrobe much more selectively. As a result, timeless pieces have become more important than ever. At the same time, elements such as technical fabrics, functionality and comfort increasingly influence purchasing decisions. At Edwards, we are updating our classic pieces in response to these new expectations, creating collections that meet the needs of modern life without compromising the character of the brand.
We have also observed that customers increasingly want to connect not only with the product itself, but with the story behind its design. This is something we have particularly emphasised with the Edwards Marine collection. Incorporating sketches made by Rahmi M. Koç during his voyages at sea gives the collection not only a distinctive aesthetic, but also a powerful narrative.
I would also like to ask about the Edwards Custom Made store in Zincirlikuyu. How does the bespoke process work there?
Our Custom Made service is one of the clearest expressions of Edwards’ approach to personalisation. From jackets and trousers to shirts and shoes, our customers can create every piece according to their own measurements and their preferences in terms of materials and accessories. Throughout the process, our team works closely with each customer, offering one-to-one guidance and shaping every detail together. For us, custom-made tailoring is about much more than producing something according to an individual’s measurements. It means getting to know the customer, understanding their lifestyle and ultimately creating something that genuinely feels like their own.
While talking about Edwards, I would also like to touch on your own journey and the role it plays in shaping the brand’s strategy. What have been the defining moments that shaped your perspective as a leader today?
Over the years, I have had the opportunity to work with a number of different brands within luxury retail. That experience taught me that the experience you offer, the trust you establish and the consistency you maintain are every bit as important as the product itself. That philosophy is at the heart of my approach to leadership today. I believe building a strong brand requires more than creating good collections. It also means building the right team culture, listening to your customers and maintaining a long-term perspective.
Is there anyone in the world of fashion and style whom you particularly admire or who has inspired you, both professionally and personally?
Rather than naming one person, I find it more valuable to draw inspiration from different disciplines. I have always been interested in designers and creative figures who place timelessness at the heart of their work. I am also deeply inspired by brands that have managed to maintain the same standards of quality over many years. Because true success is not simply about innovation; it is about sustaining the same level of trust and perception of quality over time.
We have talked about Edwards’ strong heritage, so to conclude, I would like to look to the future. What are your expectations for the brand in the years ahead, and where would you like to see Edwards positioned within the luxury world?
We see the future of Edwards as a growing international lifestyle brand that remains firmly connected to its longstanding heritage. The experience we have accumulated in luxury retail, together with our production capabilities, provides a strong foundation for expansion into international markets. Rather than pursuing rapid growth, however, we see this journey as a long-term development process, built step by step while remaining true to the Edwards DNA.
Our first focus in this direction is London. Beyond being one of the cities most closely associated with gentlemanly style, its position within the international fashion ecosystem makes it a natural starting point for Edwards. Following London, we are exploring stores and collaborations in Greece, Azerbaijan, Dubai and selected European cities where we believe the spirit of Edwards can be represented authentically.
As part of this vision, we also aim to expand collections that carry not only the story of Edwards but also that of Edwards Marine into new areas. The response to Edwards Marine has been an important indication that our broader lifestyle approach is moving in the right direction.
Saatolog Yıllık Saat Dergisi Saatolog’un yeni sayısı, 2020’nin yarattığı bu dönüştürücü etkiden ilham alarak hazırlandı. Dünya dijitalin etkisiyle her zamankinden de hızlı bir şekilde ilerlerken yavaşlamanın da önemini sonunda kavramış bulunuyoruz ve bu tezatlık hayatlarımızın her anına etki ediyor. Biz de bundan yola çıkarak Saatolog 2020/21 sayısını ‘‘hızlı ve yavaş’’ teması altında hazırladık.
