Style / May 2019

Introducing Yuri & Yuri

By championing perennial style for the modern man, Yuri & Yuri is the new kid on the Savile Row block and staying true to its values is paramount…

The Cadogan, or the English safari jacket, is cut from a robust wax cotton that will get better with age and wear. Photo by Jamie Ferguson.

Founded earlier this year by Yuri Choi and Will Field, an alumni of Savile Row Academy and a cloth merchant respectively, Yuri & Yuri is a bespoke and handmade ready-to-wear menswear label. Based on Savile Row, it has a commendable mission statement of further underlining The Row’s relevance in a world where dress codes are becoming increasingly more relaxed. While you might only wear a tie once or twice a month now, the demise of the necessity of formal business tailoring — think Goldman Sachs’ new uniform policy — and the accent of the ‘smart casual’ dress code in the office place is, in turn, opening doorways for a whole new kind of classical menswear. Yuri & Yuri is here to occupy that space.

Amazingly, Yuri is the first South Korean to open up a store on Savile Row and while the majority of Asia has an affinity to the relaxed Italian school of tailoring, Yuri & Yuri is a British brand with a British aesthetic. Taking influences and cues from the likes of Sean Connery as James Bond — “the first few really had class” she adds — and the equally stylish Arnold Palmer, plus the easy-going and transportive wares in The Talented Mr Ripley, Yuri & Yuri are making the silhouettes of the 50s and 60s more modern and relevant than ever. Split into three areas – outerwear, trousers and knitwear – the seasonal collections are designed to be easily mixed and matched together.

Contributor

Benedict Browne

Benedict is The Rake's Associate Style Editor.

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