When Jasper Conran opened his flagship store, he chose to set up shop just around the corner from the rarefied world of Savile Row - a decision that was a reflection on his modern, accessible attitude to traditional men's tailoring.
WHEN I FOUND this townhouse in Sackville Street - just across the road from Savile Row, the home of traditional tailoring - for my flagship store, I knew the Georgian setting would make a perfect backdrop for what I do. I did consider Savile Row as a location - it has definitely inspired me - but I had also made a decision to differentiate myself and my brand from that world. I did, however, want to be near there as a friendly alternative.
I've read that Sackville Street was the original Savile Row in that the tailoring presence used to be stronger here. Its tradition is similar and there are still a few of the old tailors around. Now there are fund managers, antique dealers, art directors and investment bankers with offices on Sackville Street. It's a great mix and the perfect market for Jasper Conran menswear.
Of course I admire the British tradition and I want to create something that is equally chic but not as exclusive. Having a bespoke suit made is a great experience but one that requires a significant amount of time and money. I want men to come into Jasper Conran, see a suit they like, try it on and be able to buy it on the spot. Minor alterations are often necessary, but this is different compared to the numerous fittings that are required for a bespoke suit. A bespoke service is simply impractical for most men but that doesn't mean they can't look just as good.
We do have a bespoke service for our premier clients, however I find that our suits fit most men and with only a few alterations they can look bespoke. A Jasper Conran suit is typically very structured, but not so structured that it is constricting or uncomfortable. At the moment, though, I'm suggesting a more relaxed silhouette to my clients.
This may sound boring but I'm a true believer in the old adage 'less is more' - especially for men. Look at all the classic male icons. Aesthetically speaking, they always have one thing in common: a simple elegance. It's a very masculine approach. It all goes wrong - very wrong - when a man tries too hard. With everything I do, I'm hugely inspired by our English heritage and menswear is no different. I'm constantly looking back for inspiration and working to make traditional looks modern and accessible. It's a very British approach.
