I can hardly be the only British gent who is regularly bombarded by advertising from Jermyn Street shirt manufacturer Charles Tyrwhitt. I wrote to them several years ago pointing out that while I approved of their democratising marketing strategy, I would be more happy to buy their clothes if their tailoring and design was not all so old-school British. I pointed out that traditional British menswear is often starchy-formal and has associations of occupation and social stereotype that I don’t feel happy with – and that’s without the age profile that it still implied.
I received one of their habitually jolly letters in reply, explaining that this was what the British market still wanted. Well, some years on, I note a distinct modernisation of Tyrwhitt’s catalogue, with sharper styles and fabrics sourced from amongst others, good Italian mills. I also noticed recently, the first appearance of a non-white model in the catalogue: well done – but about time too! I’m certainly not claiming any influence over the decision, but I think it has made Tyrwhitt a more appealing clothier, and has hopefully broadened their market as a result.
While there’s no question over the quality of traditional British men’s tailoring, my reservations still hold, and this is why I tend to prefer French and Italian style – it is slightly sharper while also less formal, more open to interpretation and relatively devoid of the overtones of social class.
So I’ve been delighted to discover more recently, a number of British companies that are challenging the conservative norm by offering British clothing – designed for British body shapes – while looking to the continent for some of their design inspiration. I will be reviewing items by a number of these companies in forthcoming posts.
In the meantime, I must admit I rather worry about the effect of Brexit on this welcome development. Here we have companies doing their design work in one country, sourcing their materials and doing their manufacturing in others, and retailing from others again. A number of them seem to be relatively small start-ups, and one might almost suggest that there is the making of a pan-European industry here, which provides for a range of clients by taking the requisite elements from the different traditions. And that’s without the large number of European companies now selling internationally. If it leads to an improvement in the general sartorial standards of the male British population, that will be a welcome bonus, too.
I will mention the names of Chester Barrie clothing, Lussoti Shoes, Scarosso Shoes and of course Charles Tyrwhitt as some that seem to be taking this route (there are others) – and end by saying that I hope they have plans for dealing with Brexit, because it would be a great shame if their interesting business models and the stylish, well made products they are making, were destroyed as a result of this madness.