Last summer I had the pleasure of working on reinvigorating an old English tailoring brand called E.Tautz. It officially launched earlier this year and I’m pleased to see it has received some very positive coverage online on a number of blogs.
The project began over coffee in Shoreditch, London, where my friend Oli and I were handed over a bundle yellowing receipts – one of which belonged to no less than Sir Winston Churchill himself – and a few newspaper cuttings from 1867. Armed with these leads, we set to the task of uncovering more about the history of this ‘Sporting and Military Tailor’. Many days were spent foraging through the endless aisles of the British Library for clues and information about this fascinating old brand. Our research uncovered that E.Tautz was one of the most renowned tailors of its time – outfitting nobility from around the world. It was a true gentleman’s brand with fabulous signature pieces such as a “The York Golfing Coat” and an outfit specially designed for “Otter Hunting”.
As we began to get a picture of the Tautz men of years gone by, we realized that what made them stand out is that they approached getting dressed as you would an art form, with meticulous attention to detail and pride. This is what inspired us to create the E.Tautz philosophy of “the art of wardrobe building.”
A man’s wardrobe is more than merely a storage space; it is a collection of pieces as carefully put together as any collection of paintings.
This philosophy felt incredibly relevant to a time where people are turning their backs on “fast fashion” and a “buy, buy, buy” attitude. We’re looking for pieces that will last and be loved for more than a saturday night out. Yes they may be a little costly, but you can be sure to love the E.Tautz pieces for some time to come. I’m not sure that men do the “cost per wear” justification in their heads as much as girls but if I was a guy, I could definitely find a way to justify the the purchase of an E.Tautz piece.