When you've been making suits for nearly two and a half centuries and have dressed some of England's biggest names in royalty, you don't need to stray from heritage or give in to what's trendy.
That's what Ray Clacher, brand managing director of Gieves and Hawkes, believes.
'We're interested in dressing CEOs and chairmen rather than fashionistas,' Clacher said at the unveiling of his company's 2012 line.
Titled An English Summer, the new line sticks to classic British tailoring, conjuring up images of Savile Row - a street in London known for its bespoke tailoring.
'We're never going to stray from the Savile Row image,' Clacher says. 'Because that's how gentlemen should dress.'
While Clacher is adamant in not straying too far from the norm in terms of the look and style of the suit, he is much more lenient in terms of material and construction.
'I know Hong Kong and other parts of Asia can get very hot so we have made adjustments to the suits for the Asian market,' he said.
Using fabric he calls 'deconstructed material', Clacher said the suits on sale here were much lighter.
'There are no internal constructions and there is no lining inside the suits, and we use the lightest wool and silk to ensure the suit is lightweight. Otherwise no one in Hong Kong could wear it in May.'
And with the London Olympics coming up, Clacher reckons British fashion will be in.
'There's never been a better time to celebrate being British than 2012.'