It’s an exciting time for British menswear label Percival, who have recently released their AW12 collection and are currently in the middle of opening up their flagship store on Soho’s Berwick Street.
For those of you who haven’t heard of the label, Percival were established in 2009 and have predominantly sold their collections online, in frequent pop-up shops in London hotspots (such as Covent Garden) and a selection of independent boutiques all over the world – from Amsterdam to Tokyo.
However, designers Chris Gove, Luke Stenzhorn and Olivia Hegarty now feel the time is right to open up the first stand alone Percival store. And so, after months of research, they decided on Berwick Street, London. Known as the ‘high street’ of Soho, the road is renowned for the numerous fabric shops it houses and is currently undergoing a transformation to turn it into a shopping destination similar to the likes of Carnaby Street.
At the moment, the brand’s offices are based in Dalston’s Print House, a hub of creativity and a popular destination for events which happen on the roof garden. The studio is where all they design their collection, source materials and was also the birthplace of the brand. With a true sense of British heritage, the brand prides itself on the fact that most of the garments are made in London, just a bicycle ride away from the studio. This means that they can be hands on when it comes to quality control, and as such the brand have developed a reputation for the standard of their garments.
With the opening of the shop, the studio will also be moving to Soho (housed underneath the store), meaning these high standards will remain the same, whilst also providing the opportunity for the brand to get a real sense of who their customers actually are.
The new Percival AW12 collection launched just a few weeks ago and has been an instant hit online – their timeless Pea Coat, which comes in navy and tan, is its current best seller due to it’s diverse wearability.
Then there is the revamped Percival staple – The Wax Mac – also available in navy and tan, which is made of beeswax cotton with cord trimmings and a detachable hood.
However, my favourite pieces within the collection have to be the Origami Print Raceway Jacket and matching Slim Fit Trousers. Constructed out of a soft sanded canvas, weaved in a mill in Lancashire, the custom pattern was screen printed onto the fabric down in London Bridge before being driven over to Bethnal Green to develop the finished garments – it doesn’t get more British made than that!
Catch the new collection at www.percivalclo.com.
To accompany the new collection, the guys at Percival have released a superb short film detailing the processes used to construct the aforementioned Origami pieces, which you can view below: