Our Story

Our story began back in 2016 after the realisation there simply was not a brand that was instantly recognisable as "the" British brand.  Britain is a fashion capital yet there is not a symbol, a logo, a mantra that a British brand stands by that is known the world over for being instantly British - until now.

What a man wears says a lot about who they are and what they stand for.  First impressions count.  The Gent of London is a modern company for modern men that focusses on classic styles reimagined for the 21st century.

Julie Rasband once famously said "the way we dress affects the way we think, the way we feel, the way we act, and the way others react to us."  We want men to look good, feel great and have the confidence to be proud of who they are each and every day.  

From the first product we started our journey with, the Richmond shirt, to the very latest collections and lines, we pay attention to every small detail to ensure we offer the best product and service to each and every customer. 

The Gent of London is not fast fashion or a quick trend, we are an institution of British fashion and culture and we are proud to be your British menswear brand.