Style rules 7: Quiet luxury

We are proud to share that a new Style Rules column by Amir Etemadi has been published in the latest edition of JFK Magazine. In this issue, Amir explores a topic that feels more relevant than ever: quiet luxury.

Where luxury once revolved around visibility, bold logos, and statement pieces, we are now seeing a clear shift. True luxury is increasingly found in restraint, quality, and attention to detail. Not in what immediately stands out, but in what is recognized by those who understand what they are looking at.

In his column, Amir explains how style is rarely created by constantly buying something new or chasing trends. Real style is built through thoughtful choices: investing in fine materials, strong tailoring, and garments designed to last for years.

Quiet luxury goes beyond clothing alone. It reflects attitude, self-awareness, and the confidence of not needing constant external validation. Choosing quality over quantity. Timelessness over temporary trends.

That philosophy aligns perfectly with what Ettemadis stands for: building a wardrobe that evolves with the man who wears it. No excess, but refinement. No fleeting trends, but enduring style.