The younger set continued

Despite contraction of Row, younger appreciation means appeal goes on

“The Row has contracted since my father’s day,” says William Skinner, m.d. of Dege & Skinner. “It has become more concentrated, as firms have amalgamated – but we are seeing new young customers appreciating the quality Savile Row can give, so its appeal certainly goes on.”

This firm is one of the Row’s stalwarts, with a history that goes back to 1865.  It is especially favoured in military circles, and has an extensive international clientele that keeps William travelling – which suits him.  The Middle East and Europe are important markets as well as the US, and he is also one of the few Savile Row figures to tour the North of England and Scotland, visiting customers.

“We are finding more young customers coming to us, who want a classic Savile Row suit. Some come who want something rather more creative, which is fine,  but if what they want is a bit too soft and shapeless for us, not really our forte, then we’ll suggest they try somewhere else. Happily, we're keeping our long standing customers as well.” A classic Dege checked jacket, right

Savile Row quality lures stylish away from ready-to-wear brands

Patrick Grant is something of a newcomer to the Row, taking over the long established firm of Norton in 2005.   He's another that points to the increasing numbers of younger customers that are now coming to Savile Row.

“The age of our customers certainly is much younger – many in their late 20s and 30s," he said (pictured left)   "How do they find us?  Well, I think it’s a combination of walking up and down the Row, looking on websites, press coverage and talking to friends.  Just a few years ago, they wouldn’t have thought to shop here maybe, they might have gone to Bond Street, to Armani or other Italian ready-to-wear names, but I think Savile Row has become a more attractive option.

“They mainly come for the classic Savile Row suit, in classic cloth.  Some will ask for a skinnier shape, narrower lapels perhaps, but in general it is pretty classic.”

When Patrick acquired Norton, it was still largely associated with country tweeds and other country style.  But now, with the assistance of master tailor John Kent, who shares these premises, Norton embraces all classic tailoring garments.

“I’m not a tailor myself but we have good tailors. I always aspired to shop in Savile Row and I have an eye for style. It is very nice to have a shop here.” Classic d.b. here from Norton.

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