In October 2026, luxury shirtmaker 100Hands will open its first global store at 36 Savile Row in London, a street historically defined by bespoke British tailoring. This move introduces a new retail presence to the renowned district. While Savile Row is famed for its centuries-old bespoke suit tradition, it now attracts luxury brands like 100Hands, which specialize in shirts and bring a global design perspective. This creates a tension between tradition and evolving luxury. Savile Row appears to be strategically broadening its appeal beyond traditional tailoring, encompassing a wider spectrum of high-end fashion and international craftsmanship.
What to Expect from the New 100Hands London Location?
The new 100Hands store on Savile Row will occupy 650 square feet, according to WWD. Studio Lotus, an Indian design lab, will design the space. Commissioning an Indian design lab for its Savile Row store suggests 100Hands is not just occupying a prestigious address, but actively redefining 'luxury British heritage' through a global lens. This relatively modest 650-square-foot footprint on a street synonymous with bespoke suits prioritizes brand presence and curated experience over expansive traditional retail, signaling a strategic shift in luxury retail's physical presence.
Why 100Hands Chose Savile Row
100Hands aims to solidify its position among elite global luxury brands, leveraging Savile Row's established prestige. The brand's focus on luxury shirts, rather than bespoke suits, directly challenges the street's centuries-old identity. The brand's strategic choice to focus on luxury shirts on Savile Row reflects a diversification of Savile Row's retail offering, expanding beyond its traditional niche and signaling a broader acceptance of specialized luxury craftsmanship.
The entry of specialized luxury brands like 100Hands into traditional districts such as Savile Row suggests historic fashion streets will likely become more eclectic, blending heritage with contemporary global design.
What is 100Hands known for?
100Hands is a luxury shirtmaker recognized for its high-quality craftsmanship and attention to detail. The brand emphasizes the intricate process of creating bespoke and ready-to-wear shirts.
What other luxury brands are on Savile Row?
Savile Row hosts numerous renowned bespoke tailors such as Gieves & Hawkes, Huntsman, and Henry Poole & Co. These establishments maintain the street's reputation for traditional British menswear.
When did 100Hands open its London store?
100Hands is scheduled to open its first London store on Savile Row in October 2026. This marks its debut global retail location.
