Shortly after arriving in San Francisco, he started a job working as a salesman in a clothing store. Over the next few years, he worked his way up the ladder, until he became manager of a clothing store that expanded greatly from one store to seven stores during his time. It was this fateful expansion that unknowingly solidified Yahid’s values for his own store, all of which remain core pillars of Couture to this day. As manager, Yahid had become consumed with managing people, bills, production, and the like. His position and responsibilities were causing him to lose connection with one of the primary reasons he fell in love with clothing—the people who wear them. And that was it for Yahid. Soon after, Yahid left his management position to begin his own European menswear store, which from the beginning, he established would be grounded in quality, in style, and very prominently, in fostering relationships with his clients. As Yahid said, “I wanted one store, but a good store. I
would refuse ten clients to fully serve one.” And so, Couture began. Since Couture opened its doors in 1989, Yahid has helped all of his clients find the right piece for them and their occasion. Yahid travels across Europe, to countries such as Italy, France, and Germany, to personally find all of the top-quality European menswear pieces offered at Couture, which include suits, sport coats, travel coats, shirts, pants, jeans, and much more. The collection at Couture also features a few of Yahid’s own designs, including a reversible raincoat. At Couture, “We don’t cover you; we fit you.” Couture offers made-to-measure, bespoke pieces, custom suits made in Italy, and high-quality tailoring. As a top-quality tailor himself, Yahid specializes in fitting men who find it challenging to purchase clothes off the rack in department stores. He makes sure that everyone, regardless of height, build, or disability, can look and feel good.
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