DAKS Menswear
March 1, 2009
Over the last decade heritage fashion brands in Britain have been involved in a mad scramble to renew and reinvent themselves for the 21st century. Amongst those taking their inspiration from the turnaround at Burberry, are Aquascutum, Mulberry, Gieves & Hawkes, Pringle and DAKS.
The DAKS story goes back to 1894 when Simeon Simpson began his bespoke tailoring business in Middlesex Street, London. Simpson was interested in developing new manufacturing techniques and passed this enthusiasm onto his son Alec. In 1934 Alec introduced the “self supporting” waistband, along with a good quality ready-to-wear range dubbed DAKS (a combination of “Dad” and “Slacks”). The first retail outlet, Simpsons of Piccadilly, was opened in 1936 earning the firm three royal warrants.
The modern revival of the DAKS menswear range is largely down to Bruce Montgomery, who learnt his trade in Milan working with Franco Moschino. Montgomery joined DAKS in 1996 with the firm still known for its department store, self-supporting trousers, sports jackets and house check introduced in ’76. The brand needed a facelift and was forced into action with the rise of Cool Britannia. The Simpson store was closed in 1999 and all focus was shifted to the clothing lines.
Montgomery welcomed the change and revelled in the opportunity to contribute to the new British design movement. His approach, while modern, has continued to retain the emphasis on good tailoring and attention to detail. Whether it’s his careful sourcing of cloth from UK mills or ensuring a pair of trousers include a shirt grip. Montgomery is looking to create clothes that are timeless, pieces that will last for years and retain their contemporary feel.
With a flagship store in London’s Old Bond Street, DAKS has positioned itself as one of the UK’s quintessential British luxury labels. DAKS is exported to 30 countries and sold in over 2,000 speciality shops and stores. The brand enjoys a strong reputation in the Far East, having been sold in Japan for over 30 years and the number one non-domestic brand in Korea.