For those who have never heard of the brand, it may seem like the “Romack” name lives in whispers, spoken in cherished tones among those in the know and, let’s face it, those who can afford it—like a benediction reserved purely for the favored.

Romack exudes exclusivity, boasting a largely generational clientele, from lolas to mothers to daughters and now apos whose families have been going to Tina Romack Lirag’s family for their fashion needs for decades. For some, that has been since her grandmother Pilar Ver Romack first put up New Yorker Gown Salon in 1935, to sell imported clothes. The shop was eventually renamed New Yorker PVR and, later, just Romack, and has since pivoted completely to made-to-order.