Notorious Rock ‘n’ Roll Tailor Edward Sexton Discusses His New Savile Row Store

Edward Sexton, a.k.a. the rebel tailor, is back on Savile Row with his brand-spanking-new flagship store designed by Studio Hopwood. And, of course, it’s everything you’d expect from this tailor: sexy, smart, discerning, and full of elegant swagger.

He’s a man who’s dressed the cultured, the creative and the fun with a client list that reads like a dream dinner party guest list; cue The Beatles (yes, they strode across Abbey Road in bespoke suits), Twiggy and Justin de Villeneuve, Mick Jagger (he married Bianca in a cream Sexton gabardine suit in St. Tropez), Andy Warhol, David Hockney, Sir Hardy Amies, Cindy Crawford, Naomi Campbell and the man of the moment, Harry Styles. The list continues.

Located at No.35 Savile Row, the new store is a stone’s throw from the first shop that Edward Sexton worked from with his then-business partner Tommy Nutter when they co-founded Nutter’s of Savile Row back in the late ‘60s. His return to the Row marks his sixth decade working in the business and brings the brand story full circle; it’s a homecoming for Sexton. No pressure, then, for interior designer Daniel Hopwood to capture all this poignancy and rebellious charisma.

The brand-store interpretation has creative and glamorous indulgence at the heart of its design; features include a statement central marble island that gives bar/cutting board feels, sumptuous materials, rich textures, cool midcentury furniture, striking artwork and dramatic lighting to add to the allure. To top it off, there’s geometric detailing to mirror the sharp cut of a Sexton suit.

“The creativity of Dominic and Edward was both very exciting to me. It”s been a genuinely collaborative process from start to finish. I”m proud of the flow of the store the way it will welcome people, and how special it feels when you first walk in. There are many things I love about Edward Sexton , but I’m particularly attracted to the Art Deco feel that resonates throughout the house. In the ’70s, Edward took the Deco feel of them ’20s and ’30s and made it current and more louche. And that”s the feeling I wanted to achieve in the store, taking that concept and doing it again, but for now. There”s nothing retro about it. Highlights include our collage of wall coverings created by a specialist craftsperson. Corduroy is melded with vinyl and rich velvets, while the dramatic lighting and rich textures evoke the luxurious nature of the clothes, as well as the indulgent experience of shopping on Savile Row.” Daniel Hopwood founder of Studio Hopwood

The man himself talks about British craft, heritage, and his return to the Row.

British craft

Our Savile Row store wouldn’t be what it is without the independent British artisans we worked with. The lighting is by a company called Foss, for example. The son of a McLaren engineer runs it, so the attention to detail is second to none. The parts are fabricated in an automotive workshop to a level that would rival any F1 outfit. The wallpaper is handmade in England, and its incredible geometric design was cut by an artisan on the premises, much like our suits. The craft is there, but everything is also functional as well as beautiful and elegant, which is the same with a perfectly tailored jacket.

We’re passionate about craft, but it doesn’t matter how a suit is made if it doesn’t have elegant and balanced promotions appropriate to the environment in which it will be worn. We feel the same way about interior design. It’s no use something being well made if it doesn’t perform, so everything in the shop serves a purpose. We put the giant marble cutting table in the middle of the shop. It’s lit beautifully from all angles, giving a sense of the industrial process that goes on, but instead of being a cheap wood, it’s a rich, textured marble that looks like wood. It’s a beautiful center point that puts craft in the physical and symbolic heart of the store, so people can see and appreciate what we do.

London hospitality

The capital might not be known for its overt friendliness, but we pride ourselves on our warm, inviting hospitality. Many shops are based on the concept of a bar, cafe or members club, but they often miss the boat, lacking character and a certain authenticity. Historically, the first thing a customer would be welcomed with when they walked through the doors of Edward Sexton would be a cup of tea. Furthering this tradition, we got hold of a really beautiful Stelton coffee pot and Wedgwood china, which we put on the table at all times. We’ll not disappear for fifteen minutes and make you a mediocre frothy coffee. We like our coffee and know others like it a certain way, too.

We’re not a coffee shop, of course, but we’ve got nice Redemption Roasters beans and lovely English tea, with the idea that you can sit down and have an authentic experience. Customers are invited just to come in and talk if they want to see what’s going on and experience human interaction. Ultimately, that’s what we’re all about. We’re there and working but take the time to meet and talk to people.

Old meets new

We’ve always had a synergy between old-world charm and contemporary, forward-looking values. And that’s carried through to today, with both the craftsmanship and how we deal with people. For example, you can come in and have a chat about a commission. We can write ideas down on paper the way it’s always been done, or we can email you a cart to check out online at home. We cover all preferences, and while we don’t want technology to get in the way, we’re also not a business that’s afraid of it either.

That translates into other ways, like with the trays that house our ties and handkerchiefs. They reference the old-fashioned gentleman’s outfitters, where the salesperson would get the relationship out of the drawers hidden behind the dark wooden cabinets. We get our trays out, put them on the cutting board and stand side by side with the customer, removing that separation. We’ve lost that barrier of the old-school shop, but we’ve still maintained the idea of presenting something and the almost mystical sense of discovery that comes with that.

The return of the rebel tailor

Edward Sexton has always been known as the rebellious tailor. From dressing The Beatles and The Rolling Stones in the ‘60s to being the first business on Savile Row to get rid of curtains and have an open window policy, we’ve always pushed the boundaries and done things our way. We’ve always been more associated with the rock ‘n’ roll aristocracy than the old-fashioned British upper-class world of the more traditional tailors.

In 2022, we’ve stuck to the business’s values and returned to Savile Row at a time when the world is changing and people are wearing fewer suits. We’ve never diluted the brand’s look, and now we’re standing up and saying we’re here, and this is what we believe in.

Address: 35 Savile Row, London, W1S 3QD