London’s long been hailed as the global capital of menswear. Paris may be home to chic couturiers, New York champions innovative ready-to-wear, and Milan perfects the art of quiet luxury — but when it comes to tailored tradition, London wears the crown.

It was on London’s own Savile Row that the very term bespoke was born — from the practice of cloth being “spoken for” by discerning clients. Today, the Row remains synonymous with handcrafted suits and sartorial excellence.

But London has another heavyweight in the world of menswear: Jermyn Street. Just a short walk from Savile Row, it has quietly and confidently defined British menswear for centuries.

In March 2025, Laird Hatters took a considered step by opening our fourth London store and establishing it as our flagship. Not only was this a new chapter for us, it was a statement of who we are and what we stand for. A great deal of thought went into choosing this iconic location, and we’d love to share what made Jermyn Street the natural home for Laird.

What Makes Jermyn Street so Special

Located just a stone’s throw from the energy of Piccadilly Circus, stepping into Jermyn Street is like stepping into a London untouched by time. One that yokes nostalgia, refinement, and craft. 

While Savile Row is world-renowned for bespoke tailoring, Jermyn Street has long been its distinguished counterpart — the place to find everything else a gentleman needs to complete his wardrobe.

As the saying goes, “A gentleman gets his suit made on Savile Row, and he goes to Jermyn Street for everything else.”

And what a selection that’s been. Over the centuries, Jermyn Street has been home to master shirtmakers, shoemakers, perfumers, and hatters, creating a legacy of understated luxury that speaks to tradition rather than trend. 

Perhaps most famously, Turnbull & Asser, founded in 1885, has been crafting fine shirts on Jermyn Street for over a century. Their clients speak to the pedigree of Jermyn Street, ranging from royalty to James Bond himself. The street has also played host to other iconic names, such as Church’s for shoes and Floris for fragrance, both of which have earned Royal Warrants for their enduring excellence.

In that context, it’s no surprise that a street so steeped in men’s accessories and refinement would be the ideal home for Laird Hatters. As one of the last truly authentic British hatters, Jermyn Street offered us more than just a shopfront — it offered a legacy to be part of.

A British Hatters Place on Jermyn Street

To open a shop on Jermyn Street feels like a step into building a legacy company. This historic street is home to brands that have served monarchs, earned Royal Warrants, and set the global standard for craftsmanship and elegance. It’s a mark of distinction we could not have done without our community of hat lovers, friends, and family, who see what Laird Hatters values.

Shops along Jermyn Street are carefully curated. They are expected to bring something unique, to complement their neighbours, and to uphold a shared commitment to excellence, heritage and individuality. When we first pursued the idea of making Jermyn Street the home of our flagship, we knew the standards would be high, and rightly so.

At Laird Hatters, we were ready. Our hats and caps are handmade in England, our fabrics sourced from British mills, and our values rooted in transparency, sustainability, and timeless design. From day one, we’ve committed ourselves to quality — not as a trend, but as a principle.

Our Jermyn Street Store Completes the Wardrobe

Something you might not know about Laird is that, while our heart lies in being a true British hatter, we also design and produce our own range of utility workwear. This began three years ago with a pop-up in Covent Garden, where our early Utility collections proved so popular that Laird Utility was born.

Until now, our Utility range — featuring jackets, trousers, T-shirts and coats — has been primarily available online. But with the opening of our flagship on Jermyn Street, we finally have the space to offer it in-store.

Among our most popular pieces are the Harrington Jacket, our reinterpretation of the classic Safari Jacket, and our pleated Indiana Trousers. Each utility piece is designed with the same craftsmanship and character you expect from a Laird product.

Now, when you step into a Laird shop, you’ll be able to find the full ensemble, from head to toe, all under one roof.

Fun Facts About Jermyn Street

Renowned Designer Thom Browne Visits Laird's Jermyn Street Store.

1. Birthplace of British Shirtmaking

Jermyn Street has been synonymous with fine British shirtmaking for over a century. Esteemed establishments like, Turnbull & Asser, Hilditch & Key, and Emma Willis have dressed icons such as Winston Churchill, Cary Grant, and James Bond himself. The street remains a mecca for those seeking bespoke and ready-to-wear shirts crafted with timeless elegance.

 

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2. Home to Britain’s Oldest Cheesemonger

Since 1797, Paxton & Whitfield has been delighting patrons with its selection of fine cheeses. Holding a Royal Warrant, this historic shop has served everyone from royalty to renowned chefs, solidifying its status as a cherished British institution. When you’re looking for a full meal, just opposite to Laird is Rowley's Restaurant that’s been open for the last 40 years. 

 

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3. A Street Steeped in Gravity 

Established in 1664 by Henry Jermyn, 1st Earl of St Albans, Jermyn Street was part of the development of the St James's area. Over the years, it has been home to notable figures such as Sir Isaac Newton, who resided at No. 88 while serving as Warden of the Mint.

 

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4. Statue of the Original Dandy

At the junction of Jermyn Street and Piccadilly Arcade stands a statue of Beau Brummell, the arbiter of men's fashion in Regency England. Considered to be the first Dandy. Brummell's emphasis on cleanliness, tailored clothing, and understated elegance set the standard for modern men's fashion.

 

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5. A Hub for Royal Warrant Holders

Jermyn Street boasts a concentration of Royal Warrant holders, including Floris, the oldest perfumer in the UK, established in 1730. These warrants signify a supplier's provision of goods or services to the Royal Family, underscoring the street's association with quality and tradition.

Come Visit Us on Jermyn Street

Flagship Store -

21A Jermyn Street, SW1Y 6LT

Monday - Saturday : 10 AM - 7 PM
Sunday : 10 AM- 6 PM

Tel: +44 20 4619 8444