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Debenhams unveils new men's suiting concept

The Debenhams department store chain is launching three new suiting brands as part of a new instore tailoring concept called Age of Now.

FASHION

Debenhams unveils new men's suiting concept

The Debenhams department store chain is launching three new suiting brands as part of a new instore tailoring concept called Age of Now.

Launched in partnership with Debenhams' concession partner Baird Group, the new offering is being introduced in the retailer’s Oxford Street and Westfield White City stores in London this month then online in September.

Debenhams said Age of Now is the result of a shifting trend in formalwear as shoppers seek out ranges with more personality and style. It will include the brands Viggo, WP and Shelby & Sons.

Steven Cook, Debenhams’ managing director of fashion and home, said: “Men are looking for more sartorial choices when it comes to suiting and formalwear and we are definitely seeing the influence of TV shows such as Peaky Blinders in prompting men to look for suits that are less uniform and show individual style. The Age of Now installation in our flagship London stores will convey the attitude for the new collection with a shop fit that strongly portrays the essence of the brands.”

Key items from the Viggo range will include slim cut satin tuxedos and longline overcoats while the WP collection will offer slick fitting pieces in striking black brocade and rich teal floral prints. Items from Shelby & Sons include traditional pin-striped jackets with pocket chains.

Prices for the Age of Now brands start at £120.

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