HARDY AMIES NEW BOUTIQUE

By Nicolas Baader Saturday 25th Oct, 2014

Hardy Amies, original modernist and couturier of Savile Row has undergone several seismic changes in its past, whether it was the death of its founder, its subsequent sale and expansion into ready to wear or its sale after that and complete retraction of RTW or it latest renewal as not just ready to wear but very much ready to sell and sell things that men really want and no one thought you’d be able to buy on Savile Row. In a move which will get the old fashioned undergarments of Savile Row traditionalists in more of a twist than if the street was to renamed ‘We Love Abercrombie And Fitch And It Smells Bloody Lovely Street’ Hardy Amies, under its new, highly ambitious Chinese Ownership has rather beautifully expanded itself not just beyond bespoke but really beyond clothing altogether.

In a very astute move they have brought on the services Steve Davies, once Flying Monkey to Eddie Prendergast’s wicked witch of East London: Davies was second in command at all conquering Present on Shoreditch High street. And Davies has clearly taken his knowledge, possibly a couple members of staff and about half the products to create for Hardy Amies what Prendergast created for a whole genre of men: A shop which perfectly provides things that make you look cool, make your life look cool, and items with enough back story to keep dinner party conversations flowing until the entirety of every Ottolenghi cookbook has been cooked and devoured.

But what of the actual result? Well it is a beautiful shop to look at, the former Scabal space has been very nicely transformed by the design firm behind the Shoreditch bastion of lifestyle the Ace Hotel and they have created an environment that feels (reasonably) unpretentious and far less threatening than anywhere else on The Row. The clothing is fine, simple and paired down, jacket and suiting shapes are fairly reminiscent, if not somewhat more formal, of sibling brand Kent and Kurwen and there are nice looking Macs, shoes by Trickers and Grenson and other “lifestyle” treats like bone bowls, Brooks Bike saddles and a large selection of suitable ‘Manly’ but also ‘stylish’ magazines.

Apart from the suits the other Hardy Amies branded items are difficult to find fault with apart from possibly a little over branded at times but there are very nice shirts, some lovely knitwear and outerwear and overall it seems to be doing casual wear far better than any of its Savile Row rivals.

Visit Hardy Amies

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