Last evening saw Chester Barrie celebrate the launch of their newly refurbished Savile Row store. Both the refurbishment and the AW18 collection see a new beginning for the brand, with design lead taken from Creative Director, Simon Kirby.
I managed to snare a few minutes with Simon who walked me through various elements of the refurbishment. He highlighted the need for open space. The shop is relieved of its panelling that ran adjacent to the walls. In its place some ergonomically designed glass shelves capped with curved pewter frames.
The refurbishment which has been in the planning for two years took three and a half weeks to complete. The light wooden flooring has been restored; modernity, light and openness spring to mind on entrance. As you pass the counter you’ll reach the business end of the store where the original carpet has been kept.
An extra changing room has been added and 1930s pictures are dotted around to recognise the decade of the brand’s heritage. “We did want to have Jaguar on the wall, but they were called SS in the 30s,” Simon says wryly. Someone offers a tray of olives and mozzarella balls on tiny skewers, which we both decline. “So, we went for a Bugatti painting instead. They’re Italian, but I don’t think anyone’s going to beat us down on a technicality”.
The shop will house the Chester Barrie Gold label collection, the brand’s luxury clothing line, as well as a new capsule Made-in-England line. The essence of the Gold Label collection is its focus on quality and its attention to detail. Cut from the finest European cloths – including Fox Brothers and Loro Piana – it offers everything you would expect from a Savile Row tailor, and a little bit more.
From the soft, tactile handle of flannel suits to the deep, luxurious velvet of eveningwear the tailoring mixes classic British style with a distinctive, contemporary mood. The new store will also allow the brand to make a feature of the newly introduced ‘Made In England’ range of products, including coats, leather goods and a capsule tailoring collection of handmade English suits – taking the brand back to its roots.
The addition of accessories such as umbrellas, wallets, bags and gloves create a more rounded experience for any gentleman. Chester Barrie’s mantra is that it helps a man look his best when it matters most. A crowd of well-heeled, chiselled cheeked individuals flocked to the launch party, including the likes of Jack Guinness, Richard Biedul, Craig McGinlay, Toby Huntington- Whiteley and Jacey Elthanlion all wearing