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  • The Rake

    FIT FOR A KING

    Jun 08, 2018 5 minutes
    by tom chamberlin

    Turnbull & Asser have consistently been purveyors of elegance and dynamism. The journey they have made over the past five years has riffed on the idea that style, suiting, sartorialism needn’t be boring and uninventive despite so many brands seemingly trying to prove otherwise. Making a brand shine brighter requires a knack of capitalising on an unrivalled heritage and maintaining the inherent quality without being afraid to evolve, to try something new. It is a hard trick to pull off when you have a 100-year-old flagship on Jermyn Street with all the trappings that a P.G. Wodehouse novel might describe. Turnbull & Asser have not been found wanting since coming under the ownership of James Fayed, the tuning fork at the centre of the operation, and of modern sartorialism. Stylish, sophisticated, urbane and kind, it is a brand with derring-do and considered caution. It divides its

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