Huntsman: Sheer Elegance

It’s been a year of revolutionary technical innovation for Huntsman. But in the midst of these accomplishments, they’ve produced a typically sophisticated yet comfortable assortment of tailoring apparel.

It seems a pertinent week to be writing about Huntsman’s spring/summer 21 ready-to-wear collection. The brand were at the tail end of a year-long celebration to commemorate a 100-year residency at No.11 Savile Row when Covid-19 struck. Shops of that ilk were soon forced to close, and whilst there’s been brief and intermittent openings since, this week it feels like the welcoming of new and old faces back through No.11’s entrance is not a false dawn.

Pierre Lagrange, shortly after he became owner in 2013, told the Financial Times that the house would be one that could balance “disruption with respect”. He meant that the firm’s modern innovations were to be undertaken with a sympathetic eye to the core values of the house. He couldn’t have foreseen the impact and disruption that Covid-19 would cause, but with a forward-thinking yet sensitive refurbishment of the shop, Huntsman have been better equipped than most to react and adapt to the challenges faced by the pandemic. Around 90% of Huntsman’s business is bespoke, and with people unable to visit or travel for fittings, they have somehow managed to bring Savile Row’s renowned personal service into the home of clients around the world. Huntsman at Home, in partnership with HERO® (a communication platform) is a suite of technologies that enables Huntsman’s in-store teams to interact with customers browsing on the website in real-time, empowering them provide consultation on anything from fitting to fabric. Named after their legendary former Head Cutter of the 1970s, Colin Hammick, Mr Hammick is the firm’s telepresence robot. Clients anywhere in the world can be measured up by Mr Hammick whose screen and high-resolution camera, which is controlled by the cutters, also enables the cutters to communicate with the person being measured. Such is Mr Hammick’s impact, Dario Carnera, Co-Head Cutter at the firm said: "What's been very helpful, even more helpful than actually being there is being able to take still images of what you're seeing”.


    Freddie Anderson


    April 2021


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