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The Role of Design in Business

Outside the [wonderful] ‘bubble’ of the creative industries, businesses often see ‘design’ as a cost, as something that the marketing department does in between espressos and yoga. The truth however, is that…

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It made perfect sense to me that to infuse new life into Savile Row, they needed to perceive themselves more as couturiers than mere tailors. That's the perspective I brought to Savile Row.

— Ozwald Boateng

British Menswear Designer & Savile Row Tailor Known for Bespoke Suits

For a long time, the suit was perceived as a uniform. However, I aimed to redefine the suit as a choice. If you apply top-tier creativity to your suit, the possibilities are boundless.

— Ozwald Boateng

British Menswear Designer & Savile Row Tailor Known for Bespoke Suits

The reason I chose the suit, specifically the iconic Savile Row suit, as the foundation of my work is because it stands for something far beyond just clothing. It symbolises culture in its purest form.

— Ozwald Boateng

British Menswear Designer & Savile Row Tailor Known for Bespoke Suits

The sustainability of traditions relies on their ability to evolve. This was the crux of my message: how can we help this tradition evolve? Because at that time, it was certainly losing its vitality.

— Ozwald Boateng

British Menswear Designer & Savile Row Tailor Known for Bespoke Suits

Fashion predominantly concerns itself with trends – trousers transforming from wide to short, flares coming in and out of vogue, shoulder lines expanding and contracting. These shifts are transient, epitomising the fleeting nature of fashion. On the other hand, style demonstrates longevity – it truly stands the test of time.

— Ozwald Boateng

British Menswear Designer & Savile Row Tailor Known for Bespoke Suits