Men’s underwear brand Hamilton and Hare has opened its first store, on London’s Chiltern Street.
Its collaboration with British boxing world champion Joe Calzaghe will be available to buy, along with travelwear and leisurewear items. The store will aldouble as a showroom for the brand’s global wholesale operation.
Hamilton and Hare was founded in 2012 by Olivia Francis, who spotted a gap in the market for well-fitting, good-quality boxer shorts while working for advertising agency M&C Saatchi.
Its wholesale stockists include Selfridges, Fenwick and the Conran Shop.
Francis, who had mentoring support from designer Oliver Spencer for the retail launch, said she chose Chiltern Street as “it is fast becoming a menswear destination”.
“Having conducted a huge amount of research into our customer profile I feel confident that this is the right place for Hamilton and Hare,” she continued.
“We want people to come to Hamilton and Hare, Chiltern Street, and get something they can’t get anywhere else in London; so that it feels like a special place to shop.”