Men emulate the game-show host's winning wardrobe

Who wants to dress like Regis Philbin?<br><br>Millions, apparently.<br><br>At first it seemed implausible, but the telltale signs of a trend were becoming hard to ignore: a phone call here, a fax there.

Wednesday, April 12th 2000, 12:00 am

By: News On 6

Who wants to dress like Regis Philbin?

Millions, apparently.

At first it seemed implausible, but the telltale signs of a trend were becoming hard to ignore: a phone call here, a fax there. A trade-magazine story here, a wire report there. Now there's no ignoring it. Men are scrambling into stores, saying, "I want to look like Rege."

Shake your head in disbelief (we did at first), but there's no denying the ripple effect of Who Wants to Be a Millionaire? Regis is all the rage.

Especially when it comes to his clothes. By now, you've noticed the look: The dark, three-button suit. The dark shirt. And the finishing touch, a satin tie matched to the color of the shirt. Call it a "power look" or "modern-day gangster," but retailers are calling it profitable.

"They're jumping on it," says Tim Leamy, co-owner of Sebastian's Closet, a source of sophisticated men's style in Dallas for two decades. "Retailers are going so far as to call their newest dark ties 'the Regis tie,' or a line of clothes 'the Regis line.' It's definitely out there."

Mr. Leamy was in New York recently at the Soho outpost of Beau Brummel, the men's clothing line responsible for Mr. Philbin's on-screen attire. He witnessed for himself the frenzy for the monochromatic shirts and ties made popular by Regis on the big-money trivia phenomenon.

"It's a phenomenon, all right," says a somewhat surprised Mr. Leamy. "The look worn by Regis the night before is the first thing to sell out the next morning. There wasn't a dark shirt and tie left in that store when I was there."

Are shoppers in Dallas seeking out the look, too? "They're not asking specifically to dress like Regis, but they are definitely aware of his style. It's a very successful look, very wealthy. It makes sense when you consider that he's giving away a lot of money."

But Mr. Leamy is quick to acknowledge what fashionistas already knew: The dark-on-dark-on-dark idea is not new. Designers such as Miuccia Prada, Calvin Klein, Donna Karan and Gucci's Tom Ford were sending all-black, all-blue and all-gray combinations down the runways as long ago as 1995. "Five years ago, this look might've been Calvin Klein putting his best foot forward. Now it's everywhere."
The monochrome mania is indeed old news to some of the city's more modern dressers: well-traveled, professional jet-setters who follow fashion closely and work the latest looks into their wardrobes at an earlier stage than most.

"It's a nice look, but it's nothing new," confirms Kevin Bayley, whose work as a director of international operations at a global entertainment company puts him on a plane to South America or Europe as often as three times a month. "I was seeing that one-color-shirt-and-tie look in stores there almost four years ago."

Mr. Bayley admits that he adopted the look shortly thereafter and that he's not surprised it has finally reached a broader base. "If guys are going to pick up on a look, it's a good look to pick up on. It's very sophisticated. And at least if they're buying it now, they look better than they have looked before."

Market-planning manager Guy Dilger, another Dallas follower of men's fashion (and himself a frequent flyer to Europe), watched the all-one-color aesthetic trickle down from the runways and right into trend-influencing mass retailers. "Regis didn't start this. It was at Banana Republic at least two years ago. And if Banana's doing it, it was copied from Gucci, Armani and others."

No matter, though, how long this particular movement took to make its way from the catwalks in Milan to cash registers in the mid-cities, the "millionaire" look is here - and credit for bringing it to the masses goes squarely to Mr. Philbin. Perhaps it's his presence as a familiar face that has given American men a kind of go-ahead; a signal that it's OK to follow his lead and dress with more refinement. "He appeals to a lot of people," says Mr. Bayley. "He's actually kind of cool - like an uncle."

Does all of this mean men will go from rags to Regis, and - gasp! - abandon casual dressing?
"Nah," says Mr. Leamy. "So many of our clients are out of ties finally - and they can't imagine going back."

Besides, fashion is eternally fickle. Trends flare up overnight and fade away as fast. Mr. Bayley's prediction for the duration of the Regis rage? "I give it six more months."
Kevin, is that your final answer?