Debenhams has signed Savile Row tailor Patrick Grant for its latest designer collaboration, marking the first addition to its menswear department since Jeff Banks in 2001.
Grant is resurrecting 18th-century brand Hammond & Co as a new Designer at Debenhams sub-brand.
He will launch the 70-piece range in September, starting with 20 stores nationwide and on Debenhams.com.
It will eventually be rolled out to all of Debenhams’ 50 stores.
Grant told Drapers he was looking to maintain the values of the original Hammond & Co look – sporting tailoring, originally made for royalty in the late 1770s – but “with a modern twist”.
“Every piece has been designed with the same integrity as our collections at Norton & Sons [Grant’s Savile Row business, which owns the Hammond & Co name].
“Inevitably I can’t work with the same materials I’m used to working with there, but the integrity is the same on the design, the pattern cutting, the fit. It’s something I’m really proud to put my name to,” he said.
The range, which will retail from £14 to £299, includes suits, shirts, knitwear, outerwear, shoes, bags and other accessories such as braces and bow ties, as well as Grant’s first foray into denim.
Debenhams menswear director Paul Baldwin said: “That was our big coup, to persuade him to fall in love with denim – now he is definitely a convert. Our next challenge is to get him in his own pair of jeans, but I’m sure we can do that.”
Baldwin told Drapers the collaboration would have a “halo effect” on Debenhams’ growing menswear division, describing the launch of Grant’s BBC2 series The Great British Sewing Bee this week as “perfect timing” in terms of his public exposure.
Baldwin said: “It’s the perfect brand for us and our existing customer base. If you’re a young 18-year-old you will love it because the heritage trend is not going away, it’s here for the long term – and if you’re a 50 to 60-year-old, it’s not a bonkers product once it’s been stripped down. It hits the sweet spot.
“It’s not been launched at a narrow target customer,” he added. “Because of the way it works across all the core categories it has the propensity to be one of our big designer [offers] of the future.”
The deal is set to extend over “a number of years”, Grant said. “If people respond to it, hopefully we’ll continue as long as people want to buy it.”