Surmesur on Screen

In the documentary series Olivier Primeau, pas encore milliardaire!, Pierre-Yves McSween sets out to understand how the Quebec entrepreneur turned his name into a brand of its own.

Available on Crave, the three-part series explores his influence, business model, and the successes and challenges that have shaped his journey.

The documentary also reveals a more personal side of Olivier Primeau. The cameras follow him through his daily life, explore the inner workings of his businesses, and even take viewers inside his wardrobe. Among the series’ memorable moments, his 40th birthday holds a special place. For the occasion, the entrepreneur wears a custom burgundy cotton velvet jacket created by Surmesur.

The look has become closely associated with the show, appearing prominently on its Crave landing page and throughout its visual identity.

Another Side of Olivier Primeau

Another Side of Olivier Primeau

Known for his marketing instincts and ability to capture attention, Olivier Primeau offers a more nuanced look at his daily life throughout the series. The documentary revisits the rise of his public profile, the diversification of his business ventures, and his ambition to build an empire that lasts.

This glimpse into his personal life also reveals more about his relationship with clothing. Primeau explains that he keeps separate wardrobes for summer and winter. For several years, someone he trusts has helped him rotate his clothing with the seasons and take care of its upkeep.

While he says he has moved away from very expensive designer brands in favour of simpler wardrobe essentials, custom clothing continues to hold a special place in his wardrobe, particularly when it comes to suits and formalwear. This approach reflects the evolution of his style: more understated in everyday life, but carefully considered when the occasion calls for it.

A Surmesur Jacket to Celebrate His 40th Birthday

A Surmesur Jacket to Celebrate His 40th Birthday

For his 40th birthday, Olivier Primeau needed an outfit worthy of the occasion. His Surmesur jacket offered a distinctive alternative to traditional eveningwear.

Instead of choosing an entirely black ensemble, he opted for a burgundy cotton velvet jacket paired with a white shirt, burgundy bow tie, and tapered black trousers. The combination preserves the classic codes of eveningwear while giving the look more personality.

The richness of the velvet and the depth of the burgundy create a luxurious appearance perfectly suited to a celebration. The colour also allows Primeau to stand out among his guests and naturally establishes him as the man of the hour without compromising the elegance of the ensemble.

A Modern Interpretation of Eveningwear

A Modern Interpretation of Eveningwear

The jacket was crafted from 100% cotton velvet with a weight of 280 g/m. Its burgundy hue catches the light and reveals different tones depending on the surroundings, a quality inherent to velvet that contributes to the visual richness of the look.

Its one-button construction and peak lapels evoke the traditional codes of eveningwear. The peak lapels naturally draw the eye toward the shoulders and help create a more structured silhouette. Slanted lower pockets, a curved breast pocket, and buttons covered in the same fabric complete the jacket’s refined appearance.

Unlike a traditional evening jacket, however, the lapels are not covered in satin. This choice makes the garment more versatile and allows it to be worn again as a sport coat throughout fall and winter. Paired with dress trousers, it retains its formal character. Worn with more casual trousers or fine knitwear, it can easily suit a variety of other occasions.

The tapered black trousers complete the outfit by visually slimming the lower half of the silhouette. This cut creates balance with the jacket’s rich texture and strong presence.

Details Designed for the Occasion

Details Designed for the Occasion

Beyond the fabric and cut, the personalized details reflect the garment’s special purpose. Olivier Primeau’s name is embroidered in silver thread inside the jacket, while the words “Filthy Forty” are discreetly hidden beneath the collar.

Created especially for his 40th birthday, this inscription turns the jacket into a lasting memento of the occasion. It also illustrates one of the key benefits of custom clothing: the ability to create a garment that reflects not only the wearer’s style, but also the moment for which it was designed.

An Outfit That Extends His Personal Brand

An Outfit That Extends His Personal Brand

In Olivier Primeau, pas encore milliardaire!, the burgundy jacket becomes more than just an eveningwear piece. Featured prominently in the series’ promotional imagery and visual identity, it helps shape the image presented to viewers: that of a confident, ambitious entrepreneur who understands the importance of his personal brand.

Much like the documentary itself, the outfit reveals a different side of Olivier Primeau. Behind the public figure and businessman is someone who now favours a simpler everyday wardrobe, yet still understands the impact of a garment created specifically for life’s most important moments.

If you haven’t already, watch all three episodes of

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