Samuel’s son, Murray, joined the company in 1929. Production was expanded to include complete suits and the operation was moved to Manhattan. The name of the company was changed to the Dependable Clothing Company.
During World War II, Dependable Clothing manufactured army officers uniforms. After the war, the company became one of the foremost proponents of the “Ivy League look,” which replaced the broad-shouldered silhouette of the 1940’s with a more natural-shouldered, cultivated design.
In 1951, the name of the business was again changed to Saint Laurie Ltd, which seemed more appropriate for the upscale nature of the product which was being made. During this period Saint Laurie was wholesaling its garments to fine men’s specialty stores throughout the country.
The cultural revolution of late 1960’s had a dramatic impact on the men’s clothing industry and Saint Laurie. The smaller specialty stores began to disappear due to a combination of fashion turmoil (the Nehru and leisure suits, for example), owner fatigue, and store consolidation. The family saw a future in direct sales to consumers right from their New York City workrooms. Andrew Kozinn, Murray’s son, joined the business in 1976 after graduating from Northwestern University and Brooklyn Law School. Under his leadership, the family business expanded its custom department, introduced custom shirts, and started a division devoted to theatrical tailoring.
