Two hundred and fifty-seven years after launching, British menswear brand Wolsey opened the doors last night to their first flagship store in London. Located on Brewer Street in the heart of Soho, the store’s aesthetics mirrors the brand’s ethos: contemporary styling of iconic classics. Brushed steel beams, exposed brick walls, aged wooden tables and original draper’s cabinets combine to create the perfect backdrop for the range of quality menswear.
Drawing inspiration from Wolsey’s original Leicester factory (now the location of its brand operations), the store also features a wealth of salvaged, prismatic pendants, 1940s industrial light fixtures and Persian rugs. Down a small flight of stairs and located just outside the exposed brick changing rooms are two vintage leather armchairs separated by a reclaimed-wood table housing men’s fashion titles. Adorning the walls of both floors are framed prints of original Wolsey adverts, old and new campaigns, inscribed wooden boards telling its history and images of some of the explorers and pioneers who helped build its identity.
“We’re very proud of the heritage the brand has,” says Brand Director Stephen Reed. “While we are steering the brand in a new direction with the design of the latest collections, we’re making sure we keep the classic heritage and attention to detail
that has fueled Wolsey’s longevity.”
Attention to detail is key to the success Wolsey has achieved, and it’s a thread sewn throughout the latest collection. Classic woolen jumpers and cotton gilets are injected with modernity through wider necklines and narrower silhouettes. Double-breasted navy blazers—complete with nautical gold buttons at the cuff—and plaid cotton shirts transform a traditional tailored look into today’s casually refined aesthetic. Leather accessories have been designed with today’s technological devices in mind, and the classic urban hoodie has been tweaked with chunky herringbone draw cords, 320gm heavy cotton and ribbed cuffs.
“Our designs are modern and fresh while also being classic and iconic. It’s the choice of material or the details in a button that gives each piece its individuality,” says Reed. “The Wolsey guy is cool and subtly stylish. He takes the classic staples we create and puts his own twist on them.”
83a Brewer Street
London, W1F 9ZN