Farming & fashion - “We all love an occasion to dress up.”

Farmers have style, and no one knows this better than Louis Copeland’s right-hand man, Cathal O’Brien.

With experience ranging from dressing the likes of IFA president John Bryan to judging Most-Appropriately Dressed Man at the Ploughing, the Carlow native reckons that country folk love fashion.

“Some people have a narrow-minded impression of how people from the country dress, but we’re just as stylish as the city slickers,” he says. “At any agricultural or racing event you’ll see great style. We all love an occasion to dress up.”

Cathal has worked in Louis Copeland’s flagship store on Capel Street in Dublin for the past 14 years and recently selected the best-dressed man at the Ploughing for the fifth year in a row. Quilted jackets may be all the rage, but it takes something special to be crowned the winner.

“I usually pick someone with a bit more style or panache,” he says. “A nice pair of wellies won’t cut it.”

Hailing from a dairy farm in Tullow, Cathal has strong links to agriculture. His father is Seamus O’Brien, a former president of Macra na Feirme who is now chairman of IFAC.

Though Cathal maintains an interest in agri-business, he always wanted to work in retail and fashion.

“After leaving school, I studied Retail Management at DIT,” he says. “As part of my course, I had to do work experience and I wanted to dabble in clothing, so I took a job in Louis Copeland’s and haven’t left since.

“The lure of Dublin was there and I was interested in retail. Unfortunately, farming was overshadowed,” he continues. “But the countryman in me is still very much alive. I certainly enjoy going home and getting my hands dirty, though the lads at work would have a great laugh if they saw me walking around in a pair of wellies.

“I’m never too far away from farming. When Louis first became involved in the Ploughing, I was the first to volunteer.”

Some people may accuse fashion of being frivolous, but Cathal disagrees.

“I’m sure that clothing isn’t at the top of John Bryan’s priority list, but it has to be looked at,” he explains. “If you look at Obama and David Cameron, they all look well. The most important thing is what they say and how they lead, but first impressions do count. They need to look presidential. You’d never see any of them wearing a light coloured or pinstripe suit.”

And this also applies to the general public – but mainly the lads.

“People don’t realise there are looks for different events,” says Cathal. “I’d see fellas at weddings who look like they should be going for a job interview. They think all you have to do is throw on a suit and tie to look respectable.

“Comfort is important but you need to dress appropriately, whether it’s an interview or a first date,” he adds. “An awful lot of men forget that, but, in the case of a first date, it’s the first thing a woman notices. Women usually look very glam, whereas the lad has just thrown himself together.”

Cathal primarily works in sales and has some wisdom to offer anyone working in retail.

“There are three important things to consider when it comes to clothing: competitive prices, customer service and variety. If you have that, you’ve covered everything,” he says.

“People also want acknowledgement when they enter a shop, and they also want advice. You have to make time to talk to people. Your customers will always give you the best feedback.”

Cathal says there are many opportunities for those interested in fashion.

“Fashion is a huge industry, between sales, marketing and design. There’s also a lack of tailors in Ireland,” he says.

“When you go to college you’ll find out where your niche is,” he adds. “With sales, you know immediately if you like it or not. Anyone can make a sale, but making a customer happy is more important. That’s the key,” he concludes.

And how would Cathal describe his own style in comparison to the great Louis Copeland’s?

“His style is a bit more OTT than my own, but if you’re Louis Copeland you can wear anything,” he laughs.

“Saying that,” he says, while glancing at his three-piece suit and pink shirt combo, “I don’t know how my clothes go down in Tullow.”