|About||A clothing brand designed for stylish guys who don't fit the standard size curve.|
The story of Billy is really the story of Adrian Heneke. Best known as Adi, he's a second generation tailor with over 24 years behind him in the clothing business. The fashion bug bit hard when he was just a youngster: after cutting his own ties on his mom's kitchen table, he knew the industry was for him.
After a career that involved work as textile agent, commercial manufacturing as well as founding retail brand Knot Art and co-founding the popular Wylde Oscar and bluecollarwhitecollar brands, Adi is a recognizable figure in the South African fashion world. After a brief stint in corporate fashion he decided to continue his passion for bespoke and quality menswear.
His energy is now full-time invested in the development of the BillyXL brand. “I think it’s an important and much needed product in SA. I want the big guys to feel like hero’s and give them the extra love, which is a great product but all the bells and whistles thrown in of a boutique experience.” - Adi Heneke
Adi has won many accolades, with his work featured in The New York Times, The Lonely Planet, The Louis Vuitton City Guide, Ideat magazine (France), The Mail & Guardian, Elle magazine, SA Fashion Week, Sunday Times, GQ, Design Indaba and many other leading local and international publications.
House & Leisure readers voted his store the best shirt store in Johannesburg, and he had the privilege of being chosen to dress Sir Richard Branson for Nelson Mandela's funeral.