Firstly, I’d like to welcome you to our newly refined website. You may have visited us over at our previous site and you’ll see we’ve had a bit of a makeover, which I truly hope offers you a pleasurable shopping experience. Since we first opened our doors as Guards of London in 2015, we’ve been absorbed in matching impeccable, timeless tailoring with London’s sharp and stylish trends.

It’s this, paired with the assurance that we are delivering intimate and honest service, that has been at the forefront of our brand. And it’s this, which frankly, was always going to be the challenge replicating in the digital world. But I’m honoured to say that I feel we’re finally ready to recreate this experience online. So whether you know the brand well, or you’re just encountering us for the first time, I’m thrilled that you’re paying us a visit.

Welcome to our brand

Guards London is a design-led fashion brand based in the heart of Spitalfields. We’re passionate about our garments, which we believe are the highest quality men’s outer wear available in this sphere. We design our garments in-house in London, before having them made in a state-of-the-art factory in China. The factories we use are stunningly modern, with to-the-millimetre precise machinery and skilled tailors. For our full story, I encourage you to read our Guards London timeline.

Heritage, modernised

We have decades of design and tailoring experience behind what we do, but we needed a fresh online shop window to document our youthful, urban garments – our City Rain Coat, Winter Rain Coat, Shortie Rain Coat, and Harrington Jacket. We knew it was time to bring the brand up to date. So came the decision to create a brand new website for Guards London.

Our own tailoring shop and showroom, where we sell our garments, as well as running a made-to-measure and bespoke tailoring service, is the bricks and mortar to our brand.

I hope you enjoy our new website – we are particularly proud of our imagery, garments modelled by Dan Hyman and Henri Lansbury, which we purposely shot in a clean and crisp style: a true depiction of our brand and our garments.

We’d value any feedback you may have on our site, good or bad, so I do encourage you to get in touch with your thoughts.

Guards against elements

As well as providing you a seamless shopping experience, it was imperative that the site lives and breathes our unique propositioning. When you invest in a Guards London garment, you’re joining a troop that is passionate about innovative design.

Each garment enjoys a tailored fit – made to chest size rather than standard measurements, which all too often do not fit the body as they should – and water-resistant fabric to guard you against the weather.

We’re proud, right down to the little details, such as our heat-sealed buttons, making them durable and strong, to the removable soft gilet, which allows you to transform your garment from protective winter warmth to effortless spring style. And finally, there’s the hidden camo print and Guards sword motif. Pop your collar against the wind and revel in a calm yet cool assurance of style.

Never was it more appropriate for me to say: it’s your style. It’s your cut.

2018 and the future of Guards London

And finally, let’s look on to the future of Guards London. In true London style, there will be no resting on laurels now that we have our new website.

We have some sensational collaborations coming up, with some faces I hope you’ll be very excited to see. And we’re busy designing some new products to keep you looking understated yet stylish as you battle your way through the changing seasons. I again encourage you to keep your eyes peeled for further news.

And now all that’s left is for me to say another thank you for visiting our new site. Welcome, enjoy, and have fun.

Until next time,
Simon and the Guards London team.