Menswear as we know it, pimps as hard as it does thanks to the strong hand of Savile Row’s Sir Edwin “Hardy” Amies. Aimes was one of the first European designers to launch a ready-to-wear men’s collection over fifty years ago. He also was the first to put menswear on a catwalk accompanied by music, which was a departure from the standard in-house salon shows.
After building on the commercial success of his No. 14 Savile Row retail space by courting high society, old Hollywood and British aristocracy, his regular column at Esquire became the blueprint for the book “The ABC of Men’s Fashion.” The men’s style guide was a collection of witticisms, do’s & dont’s, and all around gentlemen’s etiquette roadmap. now being mined and given new context through video shorts aimed at defining style as Aimes did nearly 50 years prior.
Contemporary creatives and tastemakers Jeff Staple of Staple Design, Joshua Kissi/Travis Gumbs of Street Etiquette and Cool Hunting‘s Josh Rubin/Evan Orensten are just a few who weigh in with compelling testimony on the DNA of men’s style. Real talk.