Among others, Gieves & Hawkes’ new slogans are:
‘Curators of the Finest things in Life’; and
‘Undisputed Source of Knowledge’
I do not mind Gieves and Hawkes using such phrases – after all they have been in business since 1771. However, if they are going to sell themselves on this illustrious history, they should make sure they live up to it. I don’t want it to seem like I don’t like Gieves & Hawkes (especially after my top hat outburst), but if you can’t get the basics right, then you probably shouldn’t bother.
Take the Evening Suit below for example. Under no circumstances should the waistcoat protrude from underneath the jacket. Unlike with morning dress, evening dress has some much more rigidly defined rules within which it is pretty difficult to wriggle around. However, the issue of protruding waistcoats is one which should be eliminated even before any wriggling takes place. I’m not having a go, I’m just saying that if you’re going to pompously trumpet yourselves as ‘curators’ of menswear history and ‘undisputed’ in your knowledge, then you should also make damn well sure that Hugh Bris isn’t employed at the company.