Sweetu Patel of C’H’C’M’

“I like selling clothes that make people hyperventilate,” says Sweetu Patel. “Furniture doesn’t do that.” Trained as a furniture designer himself, Patel was the original founder of the design brand Citizen Citizen, but after giving up that business and putting in five years on the sales floor of New York’s Cappellini showroom, he shifted gears to start the online men’s clothing shop C’H’C’M’ last year. As it happens, though, Patel’s purveyorship of classic heritage brands represents more of a return than a departure — back to the clothing he grew up around, back to his sartorial instincts, back to the business model Citizen Citizen was originally meant to follow. We’ve always been a fan of Patel’s work, so we asked him to tell us his story, then share the eight inspirations that have led him to where he is now.