Anything but uniform.

Renown for celebrating creativity of the local area, partnering with brands such as Liberty and London College of Fashion, Fitzroy Place has teamed up with sartorial designer David Newell to create a stunning collection of outfits for their concierge staff.
Soho-based Newell Bespoke, whose clients include Hollywood actor Jamie Foxx, looked through 250 years of Savile Row history and decades of Italian tailoring to express a modern vision for their outfits. This is reflected in their use of soft stretch denim for their Autumn / Winter Collection and dogtooth cloth for their Summer outfits. The latter is a modern twist of an early 1900’s classic worn by local literary notables, who used to gather in establishments such as the Fitzroy Tavern in fashionable dogtooth attire.
Commenting on the collection, David Newell highlighted the importance of looking good in the workplace and it seemed fitting that he cited Virginia Woolf, a former resident of Fitzrovia who once said that “Clothes have more important offices than to merely keep us warm. They change our view of the world and the world’s view of us.” We couldn’t agree more.