Welcoming new brand Guide London to AW18 Line-up
Here’s a preview of one of the debuting brands – Guide London.
Formed in 1973 by Isaac Benson, Guide began life on London’s famous Petticoat Lane Market with a knitwear offering. Isaac opened his first store in 1979 (though under the name BRUTE) selling a range of menswear.
The Guide London brand was born in 1988 and, with a strong focus on detailing, Guide’s collections soon became distinctive from other brands. In 2004 Isaac and his sons Jack and Richard reformed the brand, focusing on in-house design development and strengthening ties with UK independent retailers and retailers in Ireland and Scandinavia.
Today Guide London offers shirts, tailoring, knitwear, trousers, coats, socks, underwear, belts and wallets, resulting in a total-look brand with an evolving strong emphasis on detailing.
At the INDX Menswear Show – held on 28-30 January – Guide will be showcasing its autumn collection, one of its two annual full collections.
The ranges boasts shirts, tailoring, coats, denim, five pocket casual trousers, knitwear, long and short sleeve polos, and socks.
Guide London collections are both evolutionary and revolutionary. Coming from a fast fashion history, Guide ensures each collection includes some stand out pieces that challenge the more traditional garments within it. “Whilst this is only a small part of the collection, it is important to have a flavour of something different” explains Richard Benson, director at Guide London.
The Guide London customer is generally males aged thirty and over and is men who appreciate attention to detail, and who want to wear clothing that is expressive. Whilst certainly not over-the-top, the mainstay pieces in the collections are meant to be noticed and are not standard “boring” menswear.
Guide’s business model is based around the independent. Whilst it does have its own transactional website, it never markets its products on its e-tail platform at a margin of less than three times list wholesale price, and the normal margin is 3.1 to 3.2.
“Everything we do is around the principle of maintaining our retail partners margin and price points” says Richard Benson, Director.
Of course there are many more brands and collections to cast your gaze over while you’re at the INDX Menswear show. We look forward to seeing you there.
Online registration is open to all independent buyers and is completely free including refreshments, lunch and on-site parking.
Register at www.indxshow.co.uk/menswear
INDX Menswear AW18
Sunday 28 – Tuesday 30 January 2018
T: 0121 683 1417
To prevent delays and to help with catering and parking numbers, visitors are requested to pre-register for the show by completing the simple online process: http://www.indxshow.co.uk/menswear/menswear-registration
Entrance badges will be ready for collection on arrival.
A variety of local hotel accommodation can be found here: http://www.cranmorepark.co.uk/visiting-us/hotels