Friday 22 May 2026 5:50 am  |  Updated:  Thursday 21 May 2026 3:04 pm

A Cut Above: How Jermyn Street continues to redefine the art of dressing well

By: Tim Allibone

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The Crown Estate is ensuring Jermyn Street’s continued relevance as a cornerstone of British menswear by guiding its evolution into a blended retail, hospitality, and experiential destination that integrates its established heritage brands with new, contemporary labels

Traditional luxury fashion destinations are sometimes seen as relics of a more formal time, struggling to stay relevant as dress codes relax and shopping habits shift. But that narrative misses something vital: the places that endure aren’t those resistant to change, but those that evolve while holding their distinctive identity. 

As retail adapts to shifting consumer behaviour and rising operational pressures, destinations that evolve are the ones that continue to drive footfall, spend and long-term value.

As formal dress codes have softened, men’s style has become more versatile and less prescriptive. For Jermyn Street – a cornerstone of traditional British menswear– the question is not whether to change, but how to do so while retaining what gives it its character. As the long-term steward of St James’s, The Crown Estate plays a central role........

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