WEAR LONDON
GN: Why did they start Wear London as a brand?
WL/AH: We saw a gap in the market for no-fuss, great-quality menswear! The kind that looks good, feels good, and doesn’t cost the earth. So, we kept it simple.
At Wear London, our philosophy is to let the fabric and craftsmanship do the talking. With years of experience in clothing manufacturing under our belts, creating our own line just made sense.
GN: What is a "shacket"?
WL/Alex: This piece is where the overshirt meets the jacket. Crafted in a tailored jacket factory for that elevated finish. It’s the perfect smart/casual layer for when you want to look sharp, without looking like you’ve tried too hard.
GN: Where are Wear London’s physical stores?
WL/Alex: We have five store locations where you can check out Wear London in person. You’ll find three of them in the vibrant heart of Spitalfields, just a stone’s throw from the iconic Brick Lane. There’s another on Berwick Street in Soho, right in the thick of London’s creative scene…and one more down in Brighton, on the always-buzzing East Street.
GN: What’s Wear London’s approach to materials and manufacturing?
WL/Alex: Wherever we can, we use excess fabric stock from carefully selected mills in Italy and across Europe (often from overproduction or cancelled orders). We then bring that fabric to the UK, where we produce the majority of our garments. It’s a smarter, more sustainable way to create quality menswear.
GN: How long has Wear London been in retail?
WL/Alex: We started Wear London right in the middle of the Covid pandemic. Back then, we were manufacturing for other brands, but when that work suddenly dried up due to the pandemic, we launched our own label as a stop-gap to keep the factory going.
As it turned out, things didn’t go back to normal. Instead, the brand took off and quickly. What began as a temporary solution soon grew into something much bigger. And we’ve been growing ever since.
GN: How can people stay updated on Wear London’s news and releases?
WL/Alex: We share regular updates across our social channels and on our website, so you’re always in the loop. Because we produce much of our collection locally, we’re able to drop freshpieces frequently, both in-store and online. Keep an eye out as there’s always something new landing.
GN: What are Wear London’s growth goals for the next year?
WL/Alex: We’d love to grow our store presence, starting with more locations in and around London. But the big dream? A Wear London store in the USA. We already serve a lot of American and Canadian customers in our London stores, and the feedback has been fantastic. So, we’re exploring a gentle first step with a pop-up in New York to test the waters. From there, who knows? GN: Are there plans to expand beyond menswear?
WL/Alex: We get asked about womenswear all the time. Up until now, we’ve held off, but we think the time might be right to explore it. We’ve seen great success with our menswear and we’re excited to see if we can bring the same no-fuss, quality-first approach to womenswear too. Let’s see...
GN: Is international expansion on the horizon?
WL/Alex: As we mentioned earlier, opening a store (or several!) in the USA is high on our wish list. It would be a big step for us, but one we believe could work really well. Our American customers have always shown us a lot of love, and we’ve had a feeling for a while now that a physical presence across the pond could be a great move for Wear London.
GN: How is Wear London addressing sustainability going forward?
WL/Alex: When we source fabrics from Italy, they’re always made using recycled yarns and/or organic cotton. Add to that the fact we’re usually buying existing stock fabric (ie - not producing new) and making much of our collection here in the UK, we feel we're making solid strides on the sustainability front. No greenwashing, as we can always be better…but we make sensible, responsible choices where and when we can.
GN: In 3 words, best describe the Wear London brand? WL/Alex: Menswear, made simple.
GN: What does the term Goodnight mean to you? WL/Alex: It means a cup of tea and then, bed - haha.
https://wear-london.com