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Debenhams launches new men’s tailoring concept

Debenhams has announced it is to launch three new suiting brands, as part of a men’s tailoring concept called ‘Age of Now.’

The department store chain said it is launching the new concept in response to demand for more individuality and choice on men’s formalwear. The concept is launching in Debenhams Oxford Street and Westfield stores this month, followed by online in September. It is being launched in collaboration with concession partner Baird Group.

The brands are Viggo, which Debenhams said “has a modern, minimalistic aesthetic with a take on Skandi inspired tailoring”; WP, “which showcases attention to detail with high quality construction and a true focus on British heritage fabrics”; and Shelby & Son’s, which “takes inspiration from 1920’s tailoring with a rock n’ roll twist”.

Viggo key pieces include slim cut satin tuxedos and longline overcoats in a monochromatic palette. WP offers fitted pieces in black brocade and teal floral prints and Shelby & Sons comprises traditional pin-striped jackets with pocket chains. Retail prices for the Age of Now brands start at £120.

Debenhams managing director of fashion and home, Steven Cook said: “Men are looking for more sartorial choices when it comes to suiting and formalwear and we are definitely seeing the influence of TV shows such as Peaky Blinders in prompting men to look for suits that are less uniform and show individual style.

“The Age of Now installation in our flagship London stores will convey the attitude for the new collection with a shop fit that strongly portrays the essence of the brands.”

The move follows a wave of redundancies across the Debenhams menswear department, as revealed by Drapers. 

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