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Gieves & Hawkes Leans on Quiet Luxury, Cautiously Maps U.S. Expansion

WWD·Tianwei Zhang·17 days ago
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LONDON — Gieves & Hawkes, the 255-year-old Savile Row tailor now under Frasers Group , is plotting a slow, deliberate entry into the U.S., built around the staying power of “quiet luxury,” British craftsmanship, and emotional connection, according to managing director Jason Gerrard. Last month he traveled to Los Angeles to host the brand’s first private dinner in the U.S. with the British consulate-general Paul Rennie at the official residence at Hancock Park. It was a deliberate move, picking Los Angeles over New York, Gerrard said, as the West Coast city has “a real desire for a new integrity-led brand” from those who have fallen out of love with big logos. You May Also Like “We’re looking to the luxury market but not to the ‘branded’ luxury market, more to the ‘quiet luxury’ market. Our appeal is to those customers who appreciate genuine craftsmanship that shouts louder than label,” Gerrard argued.…

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