About Us

1843

Guards London was founded in Whitechapel, London, by S. Schneiders & Sons. From humble beginnings, the company grew into a significant enterprise, employing 2,000 workers.

1901

On June 29, tragedy struck when the factory was destroyed by fire. Demonstrating resilience, the business rebuilt on Durward Street, continuing its commitment to craftsmanship and quality.

1950s

Guards London became synonymous with timeless British menswear, offering expertly tailored trousers crafted from specially woven materials. This attention to detail ensured unparalleled quality at accessible prices, cementing the brand’s reputation for excellence.

1960s

As the business expanded, Guards London relocated to Basingstoke, broadening its range to include suits, sports jackets, blazers, slacks, overcoats, rainwear, and dinner jackets.

2014

Guards London entered a new chapter when DCMENS acquired the brand. Staying true to its heritage, Guards London established a design studio near its original Whitechapel location.

Today

Still designed in the east of London, our pieces blend functionality with effortless style, tailored to meet the demands of the ever-changing weather. We pride ourselves by crafting premium outerwear and menswear that meet the needs of the modern gentleman. We are committed to upholding the highest ethical standards in production, with mindful manufacturing through audits, working practices, and training. In 2023 we started our collaboration with Preworn, the UK’s largest second-hand clothing company. We are committed to making responsible and sustainable choices, focusing on creating products designed for longevity. By ensuring our garments are built to last, we reduce their environmental impact over time.

Guards London remains a proud standard-bearer of British tradition and craftsmanship, combining heritage with contemporary style.