Debenhams launches new men's suiting concept

Debenhams is teaming up with concession partner Baird Group to launch a new in-store tailoring concept in its Oxford Street and Westfield White City stores to offer men more choice in formal wear.

The ‘Age of Now’ concept aims to cater for what Debenhams calls a “shifting trend in formal wear with more personality and style” and will see brands Viggo, WP and Shelby and Son’s coming together to offer “style-led pieces with a mix of fabrics, bolder colour offering and detailing”.

Each brand has its own distinct style, with Viggo offering a modern, minimalistic aesthetic with a take on Skandi inspired tailoring, while WP, shows attention to detail with high quality construction and a true focus on British heritage fabrics and Shelby and Son’s, takes inspiration from 1920’s tailoring with a rock n’ roll twist.

Debenhams managing director of fashion and home, Steven Cook, said in a statement: “Men are looking for more sartorial choices when it comes to suiting and formalwear and we are definitely seeing the influence of TV shows such as Peaky Blinders in prompting men to look for suits that are less uniform and show individual style.

“The Age of Now installation in our flagship London stores will convey the attitude for the new collection with a shop fit that strongly portrays the essence of the brands.”

Key pieces in the ‘Age of Now’ concept includes a Viggo slim cut satin tuxedo, WP fitted pieces featuring black brocade and teal floral prints, while Shelby and Sons offers traditional pin-striped jackets with pocket chains.

‘Age of Now’ launches this month in Oxford Street and Westfield White City stores, followed by an online offering in September. Prices start at 120 pounds.

Images: courtesy of Debenhams