Local Designer Series: Two Lawyers Realize Their Lifelong Dream in the Fashion Industry

Brothers, Jonathan and James Martone are lawyers, who have an affinity for well-fitted apparel and have always wanted to start and grow a company together. After numerous conversations, they decide to pursue both passions to start Versatile Warrior, a classic menswear line tailored to the modern day warrior. They started slow but have grown to have a great collection in two different locations in Michigan. Read more about the brothers, and their journey to conquer the men's fashion world.

DGG: Tell us about yourselves.

Jonathan & James: James and I are brothers who grew up in Troy, Michigan, but now each live in Rochester Hills. Despite going to rival colleges (James is a graduate of the University of Michigan, and former captain of Men’s Swim Team; and I am a graduate of James Madison College at Michigan State), we’ve always been the best of friends and have long dreamed of getting a chance to work together within a business of our own. Although we’re both attorneys by day, our true passion has been in the men’s fashion industry. Our father was always a very sharp dresser, and instilled in us both at an early age an appreciation for dressing well and the message or impression confidently wearing an outfit sends.  Some say that “the clothes make the man” – we certainly agree that clothes speak volumes about the individual who wears them.

DGG: What’s the Versatile Warrior story?

J&J: The idea behind the Versatile Warrior started back in the late summer of 2009 in a small coffee shop near our cottage on Elk Lake. We had long commented to each other that we could never find what we felt was the perfect polo shirt – a shirt that was well-tailored, supremely comfortable, and versatile – something that could be worn casually, or dressed up with a sweater or sport coat.

Those conversations soon turned into conversations regarding the possibility of making our own shirts and starting our own clothing company.  Although we were complete novices in the clothing industry by anyone’s standard, we were inspired by other clothing companies, most of all Vineyard Vines – a company started by two brothers who quit their day jobs in New York City in pursuit of their passion of creating whimsical clothing. Our goal was to create the best polo shirt available combined with lifestyle branding unique to our own company.

To this end, while there already existed companies whose motto and clothes focused on the good life, we wanted to create a brand for those modern day warriors – individuals who go out each and every day and work tirelessly and unwavering in the pursuit of their goals. We soon settled on a Latin phrase of Semper Vincit, which translates to always conquer, as our company’s slogan. The phrase is incorporated into all of our clothing’s tags or branding and, to us, stands for the ironclad belief that whatever challenges life presents, face them head on with confidence determination and courage.

After approximately 18 months of trial and error, we ultimately developed our signature polo, a shirt that we’re incredibly proud of. Since then we’ve added additional products including hats and T-shirts. Although we sell predominately through our click-and-mortar online store, our products are currently sold in several stores throughout Michigan. Most recently, our product lines are now carried in the Claymore Shop in Birmingham and the Runway Showroom in Lansing.

DGG: How has your background helped with starting the company?

J&J: James and I both being attorneys have certainly helped us navigate through the process of starting a business, encompassing everything from entity formation, trademark matters and contract issues. That being said, we’ve noticed at times the conflict of approaches necessary when running our business, particularly the divergence between the risk-embracing entrepreneurial side and the risk-adverse attorney side. Needless to say, our brainstorming sessions are quite involved… usually, one of us ends up in a headlock!

DGG: Do you plan on expanding your product line eventually?

J&J: Absolutely! The business plan for our company is centered upon organic expansion, made possible by the reinvestment of earnings from our current product line sales. Our short-term plans include expanding our current men’s clothing line to include several new products as well as different variations and colors of existing products. Our long-term goal includes creating a women’s clothing line.  

DGG: What are the three things you would tell someone who asked for advice about starting a business?

J&J: First, don’t give up. Starting a business is undeniably frustrating and daunting at times, but try not to get discouraged. We’ve been told “no thanks” by many stores when we were first starting out only to be given an opportunity to be carried in the store later on down the line after much persistence.

Second, don’t be afraid to reach out to people in the industry who have more experience than you. They’re often willing to give helpful advice. Some of our best connections were provided to us from direct competitors merely because we asked.

Finally, believe in yourself and your ideas or products. Advice from others, especially those with greater experience is invaluable, however, don’t let others sway you from what you truly believe in. One of the biggest compliments we receive when talking to people about our company and clothes is how strongly we believe in our goals and company – let’s face it, if you don’t believe in it, who will?

DGG: What advice do you have for male designers in Detroit.

J&J: Men’s fashion evolves at a different pace than women’s fashion. Certain classic items of men’s clothing – a blue blazer, a white button down shirt, a basic polo – will always be in style for men, perhaps with varying updates depending on the time. For us, we wanted to take advantage of that fact by creating a clothing line that improves upon the classic offerings, but with an inspired lifestyle twist. Our target audience is men who appreciate clothes embodying a timeless tradition mixed with modern comfort. We think it’s very important to know your target audience when designing a single item or an entire clothing line. 

DGG: Describe your style.

J&J: When we’re not having to wear suits to work, both James and I tend to have a preppy, yet modern style. We’re both big fans of Hudson jeans, well-tailored sport coats and sweaters, and sleek, slim-fitting button downs, such as ones from Ledbury or Charles Tyrwhitt. Of course, we also big fans of our Versatile Warrior polos!

DGG: How do you take your coffee?

J&J: James – a dash of cream and lump or two of sugar in the raw. Jonathan – cream and sugar.

DGG: Bow ties or regular ties?

J&J: We’re both fans of bow ties and do sport them from time to time, however, regular ties are our go-to look.

DGG: Ralph Lauren or Tommy Hilfiger?

J&J: We’re both long-time admirers of Ralph Lauren, from his timeless design to the manner in which he obtains the inspiration for his collections. However, there’s a certain anecdotal story about a Time Square billboard ad taken out by Tommy Hilfiger very early in his career that has captured our appreciation.