“In fashion today there are no old men; only the young and the dead” – Hardy Amies
Empire & Branch, New York’s preeminent brand collective masterfully unifying creativity and enterprise, is very proud to announce the long awaited state-side arrival of iconic British men’s fashion house Hardy Amies. Available for Spring 2014, North America is set for an introduction to traditional menswear styling with an authentic and refreshing modern insight.
Sir Edwin Hardy Amies, the visionary godfather of men’s fashion, began to establish himself as such during the 1940’s through his innovative and insightful progression of traditional British menswear on Savile Row, London’s home of tailoring. Popularizing ready-to-wear for men, Amies bridged the defining divide between the established and common classes, and in so doing brought the styling of elevated men’s fashion to all. His most lasting contribution to the refined male aesthetic that remains as relevant today as it was revolutionary when published in 1964, is the bible of men’s style: ABC of Men’s Fashion.
Fifty years on Hardy Amies is finally arriving in the United States, bringing with it the epitome of menswear heritage. Far more a brand of style than fashion, the traditions of the Savile Row establishment are entirely respected while progressing refined menswear through a new means of embracing the enduring integrity of masculine British dress. Hardy Amies stands alone in its ability to style the modern man as a confident leader of men, incorporating the fundamental hallmarks of the classic, aligned with the intelligent touchstones of contemporary and progressive design. This modern man need not purchase his way to confident style, but rather apply astute and deliberate consideration to his wardrobe. Simplifying this process was and is the genius of Hardy Amies, while leaving a man’s wallet more than capable enough to proudly enjoy his wardrobe in both work and leisure.
While mastering the thoughtful design for the worldly application of menswear is a serious endeavor, most especially for the modern man, male dress itself must remain foremost about ease. “A man should look as if he had bought his clothes with intelligence, put them on with care and then forgotten all about them,” Amies famously informed. And it is with this philosophy that Hardy Amies continues as the leader in outfitting men of the world.
“Hardy Amies epitomizes “the new London cool”, and we are very proud to launch this most iconic Savile Row brand for Autumn/Winter 2014,” says Empire & Branch Principal, Deepak Gayadin. “As a full lifestyle concept, the Hardy Amies range includes both men’s sportswear and men’s suiting, complimented by an offering of leather bags and footwear.”
Empire & Branch will be implementing a multi-channel distribution approach, focusing on specialty and corporate stores, shop-in-shop for high-end department stores, and eCommerce. For all media inquiries contact VOCAL.