Liberty is relaunching its menswear department in August and is introducing more than 20 new brands.
The menswear space on the lower ground floor is modelled on an eclectic home, and features rooms that are centred around fireplaces and decorated with art. Textile designs from the print archive will be used on tapestries and drapes to create a “Liberty London atmosphere”.
A previously unused staircase has been reinstated to create a smooth customer journey directly in to the menswear department from the store’s Great Marlborough Street entrance. Original panelling and beams will also be restored.
A new grooming service provided by barbers Ruffians will also be introduced, providing cut-throat razor shaves, beard tidies, skin consultations and haircuts.
The space will house a refreshed denim department, offering styles from denim brands including Edwin and Acne Studios. There will also be a new Japanese area hosting cult brands such as Fabric, FDMTL, and Kapital. As a new addition to the department, the buying team has created a T-shirt gallery featuring brands Strangers, Maison Labiche, MKI and Remi Relief, who will each be creating exclusive styles for Liberty. New Parisian labels Harmony and Études will also be added to the department store’s contemporary offering.
International brands including Dries Van Noten, Thom Browne and Balenciaga will be housed in the Central Designer Gallery. New additions to the edit will include Matthew Miller, OAMC and the return of Marni and Helmut Lang alongside the store’s exclusives, Helbers and Ten C.
In the Collector’s Room, accessories will be displayed in large uncased vintage cabinets.
Finishes in the shoe department in The East Wing will include charred timber panels, tapestries and printed drapes, and product will be displayed on circular green glass tables.
Menswear buyer Laura Robertshaw said: “In this day and age, stores run the risk of carrying the same selections from identical brands. Customers are excited by newness, diverse brand offerings and considered buys that serve up something different.”