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96 Santa Fe

119 High Street, Wanstead, London E11

Who you need to know Owner Gary Irwin

Brands include Armani Jeans, Barbour, Hugo Boss, Lacoste, La Martina, Polo Ralph Lauren

East London indie Santa Fe, known for its wide selection of designer menswear, celebrates its 20th anniversary this year.

Owner Gary Irwin, who learned his craft from menswear supremo Philip Start before setting up his own venture, believes Santa Fe was nominated as an inspiring indie for its “selection of nice attire, which I choose with our customers and the area in mind”.

A man with old-fashioned customer service beliefs, Irwin delivers purchases himself, makes alterations to garments and, of course, doesn’t just sell the product but styles customers too.

The last year has heralded the introduction of mobile and email marketing, both of which have proved successful with a higher response rate.

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