Gieves & Hawkes opens up shop at Bergdorf Goodman

Savile Row tailor, Gieves & Hawkes, is set to enter the US market, after signing an

agreement with premium department store Bergdorf Goodman, who will be the label's exclusive retailer.

Last month, the British heritage brand announced that its latest collections would be available with selected wholesale partners after operating for more than a decade with stand alone stores, shop-in-shops and licences.

Bergdorf Goodman will offer the tailor's ready-to-wear lines, outerwear and separates as well as its bespoke and tailor-made services. “In the last 10 to 15 years, the brand had fallen a bit quiet,” said Jason Basmajian, Gieves & Hawkes new chief creative officer, to the Wall Street Journal.

“We want to embrace our heritage, but dust it off and bring it forward.” Basmajian, who was tapped by the label last year, has been busy injecting new designs and influences into the 243 year old label. For Gieves & Hawkes newest collections, the suits have re-fitted, with a leaner look and new casual pieces such as knitwear and outerwear has been introduced.

“It's a modern interpretation of British style,” added Bill Cournoyer, Bergdorf's vice president of men's clothing and furnishings. “[Basmajian's] given the brand an international look.”

“For fall we were inspired by the Scottish highlands but with a sophisticated perspective,” added Basmajian. “The collection doesn't read, 'Here's my drooling dog and gun." The label turned to its roots as an outfitter for the British army and navy for inspiration for its Fall/Winter collections.

The Savile Row tailor has also been updating its head office in London to match the brand's new outlook, and will open an updated archive room that is available to visit via appointment by September.

Once the brand has gained traction within the US, Basmajian aims to open a stand alone store for Gieves & Hawkes.