New creative director breathes energy into Dunhill

It's an auspicious day for John Ray, creative director of Dunhill. He's a Scotsman and the phone interview is taking place on the day his country votes in a referendum on whether to become independent.

"I can't concentrate, I fear all my answers will be about independence," says Ray nervously. "It's a weird feeling because it's so close to the wire. Anyway, back to business."

As it turned out London-based Ray, who says he would have voted no, would have been happy with the September 18 result that preserved the UK, especially as he sets the tone and vision for the quintessentially British brand.

"Dunhill is a traditional brand, a heritage brand. I'm not trying to turn things on their head. What I'm trying to do is articulate it for the modern man and attract new people," says Ray, who has designed two well-received collections for Dunhill, the first of which - autumn-winter - is available in boutiques.

"Dunhill has been a sleeping giant and what we need to do is articulate what it is to the world - the traditional British man."

Ray's appointment last year came after a period where Dunhill was adrift following the 2011 departure of Kim Jones to Louis Vuitton. While the business side continued to perform well, the brand's creative side stagnated.