British menswear label Peter Werth has chosen the Seven Dials shopping district to open its new London store. Situated at 3 Earlham Street, the 800 square-foot space brings together all the brand’s collections, as well as footwear and accessories. In addition, through details found in materials, styling, and even sounds and smells the brand reinforces the intention to be a men’s lifestyle destination instead of a mere clothes’ shop: dark wood, metal railings, and furniture and lighting fixtures conceived by mid-twentieth century designers for office spaces conjure traditional images of masculinity and affluence. Alongside Peter Werth’s collection, the store also showcases a selection of products for men including MWC watches and Baxter of California grooming products.
Founded by Peter Werth in London in 1975, the brand started off by specialising in men’s knitwear produced by factories in Leicester and Nottingham. Soon after, inspiration came from Italian brands that made a name for themselves in London during the Swinging Sixties and the early 1970s, and from styles adopted by the early Mods – the style-conscious young jazz fans who dressed in sharply tailored suits. Peter Werth’s early suiting, with narrow lapels and tapered trousers, blazers and button-down shirts, reflected the look of this style subculture, and soon became the signature look for the brand.
