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The original British heritage brand that kitted out Scott of the Antarctic has a new creative director and sales team. Now it’s geared up to attract new stockists with its take on the spirit of adventure

Wolsey is embarking on the next stage of its journey after significant changes which have seen it come under new ownership and sign up  a new top-level creative director and sales team.

Richard Bengtsson, the design force behind the Swedish-designed Wolsey 1755 label, has been appointed creative director following the brand’s acquisition of its Scandinavian licensee. Steven Kelly has joined as UK sales director. He has been tasked with creating a new distribution network for the brand and developing relationships with a select number of good indie retailers and premium department stores. WoIsey also has a new international sales director, Stefan Wahlén, who is focusing on strengthening the Wolsey brand across Europe and the rest of the world.

Quality reputation

Having been at the cutting edge of the kind of technical innovation and performance that gained it the favour of polar explorers, sportsmen and the royal family since 1755, Wolsey has a proven track record for timeless quality.  Now this heritage has been combined with a more contemporary design ethos, reinventing the brand’s original spirit of adventure for every man.

Wolsey is aimed at the man who wants fashion with a distinctly British attitude, with styling that encapsulates a purposeful and no-fuss approach.

Wolsey is one brand, but now has two labels. The main Wolsey line retains the brand values of innovation and quality fabrics, and updates classic casualwear pieces from functional outerwear and sports styles to knitwear and tailoring.

The spring 12 collection ranges from comfortable laundered travel-inspired styles to vintage sportswear and more refined texture and fabric-focused pieces that are relaxed yet smart.

The Wolsey 1755 label sits at the premium end of the offer and has a  more directional twist. It includes fitted styles and slimmer silhouettes for a more fashion-forward attitude.

A workwear and army surplus influence pervades the spring 12 collection, which features updated menswear classics including a spring duffle coat and a tuxedo, both in linen.

Stepping up a gear

All these changes are combining to give the Wolsey brand a new momentum. The business now has two new showrooms in London’s Old Burlington Street, and a Wolsey store in a premium London location is also in the pipeline, which will help to raise the brand’s profile even further.

Unlike some high street brands that claim to have an authentic heritage, or established labels that use their prestige to create an elitist aura, Wolsey is a British menswear brand with a truly democratic heritage. 

Paul Bath 0116 274 4100

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