Guards London
Guards London is a British menswear brand that traces its roots to a small workshop in London's East End in 1843. It makes premium outerwear, blazers and formalwear, and is still designed in East London.
| Origin | East London, 1843 |
|---|---|
| Category | Menswear and outerwear |
| Design base | East London |
| Partnership | Preworn, UK second-hand clothing company |
| Website | guardslondon.com |
What is Guards London?
Guards London is a menswear brand from London. It describes itself as one of Britain's longest-standing menswear labels, with a history that goes back to 1843, when it began as a small workshop in the city's East End. The brand is still designed in East London.
History
The label was known for expertly cut trousers in the 1950s and later extended into outerwear, blazers and formalwear. Over more than 180 years the brand has changed with the market while keeping its base in the capital.
Products and positioning
Today the collection centres on premium outerwear and menswear made for the British climate. Examples stocked by the retailer Leonard Silver include:
- The Montague reversible rain mac in stone check and navy
- The Guards transitional jacket
- The Spitalfield City rain mac in navy and stone
Retail prices for these coats and jackets range from £150 to £249.
Sustainability
The brand states a commitment to ethical production and sustainable practice, and partners with Preworn, a UK second-hand clothing company.
Frequently asked questions
Where is Guards London from?
Guards London is a British menswear brand that began in a small workshop in London's East End and is still designed in East London.
What does Guards London sell?
Guards London sells premium menswear with a focus on outerwear, including rain macs and transitional jackets, as well as blazers and formalwear.