One Look Tells You It's DAKS

DAKS Stays Loyal to Jermyn Street

The DAKS menswear shop in Jermyn Street, London, has recently been refurbished. They've brought some of the interior touches and concepts applied to their popular Far East outlets back to the brand's spiritual home (though its fiscal home is now Japan) where it's the proud holder of three Royal Warrants. The interior is refreshed, but speaks of the timelessness of DAKS. It won't scare the horses. And we wouldn't want it to. We're not horse-scaring types.

DAKS House Check

The DAKS house check has been utilised as a design feature in the shop, such as the parquetry you can see in the top picture. It also continues in the design of the clothes, such as the current fat-checked button-down shirt (below). A robust interpretation of the check, it must be said. Nice. I'm seeing it with red v-neck sweater, navy moleskin trousers and brogues, just like you. Let's put a Barbour Beaufort wax jacket on top too, eh?

Personal Tour of the DAKS Shop

Paul Dimond, Dak's Deputy Chairman, will give you a personal tour of the new shop. But don't be a flibbertigibbet. You come back, okay?