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Craft / August 2017

How Anderson & Sheppard is Rethinking Casualwear

Over the past five years, Savile Row institution Anderson & Sheppard has been quietly refining its casual offering into a considered selection of garments.

Anderson & Sheppard's casualwear offering is executed with the same flair as its tailoring. Photograph by James Munro.

Growing a brand is hard to do. Do you simply offer more of what the brand is built on? Do you diversify the markets that you’re competing in? Or do you take things in a new direction and start anew? For Audie Charles and Anda Rowland of Anderson & Sheppard, a Savile Row institution for over 100 years, the answer was obvious. What they needed to do, they realised, was listen. They realised that the customers that they had been serving through their bespoke atelier were simply not being catered for anywhere in the market for large parts of their wardrobe. So in 2012 they opened Anderson & Sheppard’s haberdashery in London’s Clifford Street, to begin to put that right.

“Talking about Anderson & Sheppard as a whole – and this is an extension of the bespoke shop in many ways – it’s always this idea of looking after the customer,” says Rowland. “Of finding things that suit him, that make him look good.” The haberdashery range – which The Rake is very proud to now carry as part of its atelier – is built around the concept of what the Anderson & Sheppard man wears when he is not wearing his suit; smart, casual attire that still adheres to the brand’s core philosophy of balancing elegance and wearability. “We thought about how we could create this space, which is basically another way of looking after that same customer, and making sure that on their weekends or holidays they can find things that will suit them.”

The philosophy was simple – the pieces had to serve a purpose and had to make people want to wear them. “We try and keep things very simple so that you can use things in different ways, and you can match them or you can add all sorts of other things to them, rather than having things that are stand-out pieces on their own,” says Rowland. “We want to make sure that people want to wear them. You want people to reach into their cupboard and take that because they really enjoy wearing it.”

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Ben St George

Ben St George is The Rake's Head of Buying