New & Lingwood has been setting its sights upon pastures new this year with a series of launches, international expansion, digital innovations and the introduction of a fresh new face for the brand. Originally founded in 1867 by Miss Elizabeth New and Mr Samuel Lingwood on Eton High Street to cater for the sartorial needs of the students of England’s most prestigious school, Eton College, New & Lingwood has stayed true to its roots.
However, its continued success is built on an unerring ability to keep evolving, retaining its loyal Old Etonian client base, while attracting a new raft of admirers internationally. The end of last year heralded the lavish refurbishment of the flagship store on Jermyn Street, which is opulently bedecked with the company’s signature silks and eclectic furnishings. The new store also highlights the brand’s shoe offering, relocating footwear to the ground floor and opening a new entrance from Piccadilly Arcade directly accessing its comprehensive collection.
A New & Lingwood pop- up shop in New York proved so popular that the very first international store was then launched on Lexington Avenue.
The house has historically incorporated two dedicated shoemakers in addition to collaborating with some of the best workshops in the land and their ‘hand-grade’ or ‘bench-grade’ shoes are still crafted in Northampton, England’s historic shoemaking hub. New & Lingwood has additionally focussed its efforts digitally to ensure a seamless communication of the brand experience, in tandem with a dedicated social media campaign. The revitalised website offers a rich and unique shopping experience, complete with brand stories and videos, detailed product information and style guidance, replicating online the experience that customers receive in store.
The brand’s ambition has also taken it, for the first time, ‘across the pond’ earlier this year. A pop-up shop in New York proved so popular that the very first international store was then launched on Lexington Avenue, offering complimentary cocktails and premium cigars. The store includes a small courtyard garden and a secret door that opens to allow access to bespoke tailoring on the first floor. New & Lingwood additionally introduced a new ‘face’ for the brand this year, working with lawyer-turned-model Richard Biedul. Richard had long been a fan, friend and wearer of the brand, making this a truly organic decision for both parties.
The new store also highlights the brand’s shoe offering, relocating footwear to the ground floor and opening a new entrance from Piccadilly Arcade directly accessing its comprehensive collection.
In addition to featuring in the Spring/Summer campaign, Richard also contributed a Style Diary blog, offering a wealth of stylish tips on how to sport your New & Lingwood outfits at work and play. New & Lingwood is famous for its heirloom pieces such as its exquisite dressing gowns, the limited-edition silk of which is painstakingly woven in England by a small company dating from the Huguenot period. It also makes traditional semi-canvassed tailoring, using the finest English, Scottish, Irish and Italian cloth. This is supported by a strong range of sports jackets and blazers, all expressing the confident signature of the brand, to be teamed with colourful moleskin and corduroy trousers or, of course, its formal and casual shirts, true to its heritage and tailored to perfection. It’s clear that, in addition to its illustrious past, here is a company whose ambitions are firmly fixed on a bright future.
NEW & LINGWOOD53 JERMYN STREET, LONDON, SW1Y 6LX +44 (0)20 7493 9621