Debenhams adds three suiting brands for style-conscious men

Debenhams is launching an in-store tailoring concept at its Oxford Street and Westfield White City stores to meet growing demand for more individuality when it comes to men’s formal wear.


Photo: Debenhams

The concept, titled Age of Now and developed in partnership with menswear specialist Baird Group, involves the launch three new suiting brands: Viggo, WP and Shelby & Son’s.

Viggo comes with a modern, minimalistic aesthetic inspired by Skandi tailoring; WP shows attention to detail with high quality construction and a true focus on British heritage fabrics; and Shelby & Son’s takes cues from 1920’s tailoring with a rock n’ roll twist.


Photo: Debenhams

Debenhams managing director of Fashion and Home, Steven Cook explains the company’s latest initiative: “Men are looking for more sartorial choices when it comes to suiting and formal wear 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.” 

The Age of Now concept will open in-store this month, followed by online in September. Prices for the brands will start at £120, with key pieces including slim cut tuxedos, black brocade and floral print suits, and pin-striped jackets with pocket chains.

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