Kent & Curwen store launches in Saville Row

by Katie on November 7, 2013

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I don’t know what impressed me most about last night’s Kent & Curwen store launch on Saville Row. There was just so much right with it that it’s hard to pinpoint any one element.

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Firstly, the store design: in keeping with the brand and Saville Row’s heritage and breathing taste from every pore. Then, there was the scrumptious selection of menswear from casual knits through to immaculately tailored and discreet eveningwear. Taste in spades.

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Then there was the DJs. Yes, the DJs (and I don’t mean dinner jackets) were quite superb. Surprisingly, model Jade Parfitt was one of them but it was the first DJ who set the tone – superbly.  It’s been a long time since I’ve heard such a great soundtrack seamlessly mixed. Then, the guest list. It spanned from old friends (who I haven’t seen in years) from David Collins Studio to designers such as Tommy Hilfiger and Jason Basmajian of Gieves & Hawkes, fellow bloggers and journos. And, then there were the celebs. Not a reality TV star in sight (thank heavens). Guests ranged from Twiggy and Jodie Kidd to Princess Michael of Kent and Peter Phillips. And all this was carried out and brilliantly organised by a discreet team of PRs who know exactly how to host a beautifully high profile yet tasteful low-key affair. Guests also included Tommy Hilfiger, Jodie Kidd, Simon Spurr and Nick Compton.

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Kent & Curwen owners, Li & Fung, obviously know exactly what they’re doing raising tired heritage brands with a much needed shot in the arm. This was exemplary in how to present a brand. The 1,600 square foot retail space was designed by the late David Collins and his Studio, forming part of his legacy work. The store celebrates the heritage of the brand which was born in the world of sport, but translates it in a current and fresh way.

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As well as oceans of vintage champagne, cocktails were served which included traditional classics like ‘Bramble’ and ‘King’s Punch’ and these were complimented with canapés such as Ragstone goats cheese with Regents Park truffle honey and Herdwick lamb shank tartlet with roast carrot and thyme, in keeping with the brand’s English roots.

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This was a classy party for a classic brand. Gold stars all round.

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