A man should look as if he’s bought his clothes with intelligence, put them on with care and then forgotten all about them.
- Sir Hardy Amies
While Hardy Amies may now stand for tradition, he was a maverick designer for his time. One of the initiators for ready-to-wear clothing for men, he was the first designer to stage a menswear fashion show in the Savoy Hotel in 1962, and was also the first designer on Savile Row to lower the height of men’s trousers. Amies penned his iconic ‘ABC to Men’s Fashion’ in 1954, during a revolutionary period for men’s clothing.
Sixty years on, it has become an iconic style guide and reference book for menswear, alphabetically detailing the etiquette of men’s fashion, with Hardy’s signature humour and aplomb to be found on every page. “It is easy to think of fashion as frivolous,” Amies wrote in his foreword, “Clothes are however very much part of our lives and should be used to make our lives easier.”
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