Oscar Pinto-Hervia
/CEO

Oscar Pinto-Hervia, CEO and chief buyer of Hervia

Oscar Pinto-Hervia, CEO and chief buyer of Hervia

Today, men make much more informed fashion choices, and there are more choices than ever before

In the late 70s my family left Chile and came to the UK as political refugee. The UK was the first country to accept us, and if it hadn’t my story could have been very different.

I have always loved fashion and appreciated visual art, and studied Art at Manchester Polytechnic. This led to my first job in the industry, buying at one of Manchester’s leading Fashion Independents. This experience was invaluable, it was extremely hands-on and I learnt things that help me to this day.

At that time I met partner Richard, we set up Hervia in 1993, born out of a love of high-end fashion. The concept was to support and promote British designers – in fact we were one of the first retailers to stock the debut collections from the late Alexander McQueen. We now work with a plethora of talented designers from all around the world including Rick Owens, Gareth Pugh, Sibling, KTZ, and Astrid Anderson.

In my opinion, clothes can say everything about a person. You can use fashion to express yourself, to show the world who you are – or who you want to be.

Today, men make much more informed fashion choices, and there are more choices than ever before, both on the high street and in the designer world.

A major misconception about fashion is that it’s all about following trends. In fact I think it’s about breaking rules and doing the unexpected. That’s why the romantic notion of rebellion has been a key influence throughout the ages.

I have three rebels that inspire me: Che Guevara who needs no explanation, his image is still evocative 60 years later; Gilbert and George, their art is so thought-provoking and their personas are mischievous and fascinating; finally, Rei Kawakubo, who is, quite simply, my design icon.

Oscar Pinto-Hervia is CEO and chief buyer of luxury designer retailer, HERVIA. Founded in 1993 and named after Oscar’s mother, the Hervia boutique set out to champion high-end fashion and British design talent.