Suits you! Savile Row goes after champagne status
AS tailors to the rich and famous, the outfitters of Savile Row have a reputation for the best craftsmanship money can buy.
But now, with new cut price imitators moving into the patch, the London gentlemen tailors have had to resort to something as vulgar as a brand.
The Savile Row Bespoke Association has launched a subtle “kite mark” to distinguish its suits from other companies which make their suits overseas, but still use the name of the Mayfair street.
Such “made to order” garments are being sold for as little as £500 with genuine hand-made Savile Row suits often costing £3,000.
The association is also considering applying for official appellation d’origine contrôlée protection for the name. This would give it the same status as Champagne.
The Advertising Standards Authority last year allowed “made-to-measure” firms to sell cheaper suits as “Savile Row Bespoke”.
Anda Rowland, one of the Savile Row Bespoke Association’s five board members and vice-chairman of tailor Anderson & Sheppard, said that the stamp of assurance would educate customers about the difference between the two kinds of suits.
She said: “A lot of clients will think the address is good enough. It was really aimed at the younger generation coming in who really don’t know what they are looking at.”