Made-In-London Fabric From City Sheep Gets Pop-Up
Selfridges has become home to a unique collaboration between the London Cloth Company and Savile Row tailor Hardy Amies.
The micro-mill’s loom, which is used as part of an ongoing deal between the two, is on display on the first floor of the London department store, located next to men’s shoes, until mid-November.
During the stay it will weave a selection of scarves on site, using wool sourced from 11 city farms across the capital.
London Cloth Company founder Daniel Harris said: “It’s an amazing thing for Selfridges to have this completely made-in-London fabric being woven in the middle of town…it’s the complete antithesis to fast fashion. It’s unique.”
Following the four week stint, the loom will relocate to the recently opened Hardy Amies flagship store on Savile Row.
The London Cloth Company, founded in 2011 is the first micro-mill to create a fabric in the city in nearly 400 years.
Hardy Amies has exclusive rights to the textile for use in its menswear collections. CEO Tony Yusuf said: “To me, the London Cloth Company reflects everything that our brand embodies. Its roots are firmly in the past but it is completely modern in its interpretation.”
The Hardy Amies x London Cloth Company pop-up will run at Selfridges until 15th November, and the Hardy Amies at eight Savile Row until Christmas.
Hardy Amies x London Cloth Company For Selfridges