Apart from being warmly welcomed, one of the great assurances of entering New & Lingwood’s baroque-esque Jermyn Street shop is that it can be your only clothing appointment of the day. All that man might need – spanning day to night, metropolitan tailoring to country attire, it is there.
Timeless designs with distinction, flair and durability remain their core propositions. Now, under the stewardship of Freddie Briance, there has been amiable signs of these traits evolving to suit modern lifestyles. On the subject of brands inspiring inter-generational loyalty he recently gave New & Lingwood’s viewpoint by telling The Rake: “Let’s not be suffocated by an element of our heritage, that stops us from evolving and reaching new customers who may not identify with that specific part of our history”. This statement is very much evident in their creative and flexible new designs.
Naturally, though, nobody can dispute their prodigious heritage. Established in 1865 to cater to Eton College’s students – a list that includes Prince William and Harry, David Cameron, Hugh Laurie, George Orwell, Harold Macmillan, Lord Snowdon, Aldous Huxley, the 1st Duke of Wellington, Prince Michael of Kent the Maharajah of Jodhpur, and of course the UK’s current Prime Minister Boris. Johnson. It is quite an extraordinary directory of historical figures they have looked after, and is an ever expanding register.