CC, Viyella, Austin Reed
Type: Speciality Shop
From humble beginnings in the city of London, the Austin Reed Group now boasts over a century of design excellence and an international reputation that's founded on personal service, remarkable tailoring and a passion for quality without compromise. Blending traditional values with 21st century innovation, the company has transformed itself from a heritage-led business into a dynamic, progressive global group that is both fashion-forward and classically elegant.
Austin Leonard Reed, the son of a men's clothing retailer from Reading always dreamed of opening his own London store. So on the 7th July 1900 when he opened his first shop on Fenchurch Street, it was the culmination of years of experience and hard work. He first learnt the trade alongside his father and then in the US where he studied at some of the most impressive retail outlets across the Atlantic.
The first menswear retailer to specifically target the growing population of London commuters, Austin Reed specialised in ready-to-wear menswear that was still made with the same expertise and consideration as a made-to-measure suit but could be bought on the go by the time-poor businessman.
It was in the 1920s when Austin Reed really took flight, prompted by a centennial redevelopment in Regent Street and the subsequent arrival of the brand's prestigious flagship store, which remains to this day.
Crucially, the company has rapidly evolved to meet the desires of discerning shoppers from all over the world, also experiencing many defining moments since its former role as consultant to Sir Winston Churchill and numerous other high profile figures as varied as Elizabeth Taylor and The Beatles. From more recent modern expansions into womenswear and highly-anticipated launches of the diffusion labels RED, Cut, 110 and Luxury For Less, Austin Reed continues to innovate with an ethos that embodies style and substance simultaneously.