From direct tv to movies and even the streets, fashion exists. The men’s designer label Joseph Abboud was famous for its sophisticated attire in the 1980s and 1990s. However, the companies luck turned in the 2000s, hitting rock bottom when Mr. Abboud himself left the company in 2005. Twenty years of being known for the same type of clothing tends to give a company a certain inertia, which can lead to the type of fall that Abboud experienced. Perhaps to combat this inertia, Abboud promoted Bernard Rojo to creative director.

Whatever its reasoning, Rojo has brought some much needed change to Abboud by going for a more youthful, “hipper,” look. He has achieved this by making the trousers more fitted, the shoulders softer, and raising the armholes. Rojo claims that he knows what people want and the critics tend to agree. His new 2011 collection was well liked by the publications “Esquire” and “Details,” and several influential retail stores have increased their orders.

Interestingly, while Rojo goes for affordable luxury in the clothes that he designs, his personal wardrobe, and particularly his shoes, are another matter entirely. Rojo currently has around 35 pairs, most from name brand designers, and many costing around $1,000. However, Rojo claims that buying shoes is more a hobby of pleasure than one of use. There are shoes in his collection that he has not worn, and some, he claims, that he donates after wearing a couple of times.

However, loyal to his new brand, Rojo says that while he used to wear Prada to formal events he now wears Joseph Abboud.