St James’s Area Teams Up On Advice Clips

Residents of the St James’s area in London have pooled their knowledge to create a new online video series.

The seven-part feature aims to attract shoppers to the central district and show off the craft of names in surrounding streets; also home to the likes of Joseph Cheaney & Sons, Thomas Pink and T.M.Lewin.

Barbers, guards and clothing brands have come together to share tips on everything from shoe shining to silk ties.

For its part, Budd Shirtmakers has given its advice on recognising a quality silk tie. Meanwhile, Jaen-Pierre Jourbert, head butler at The Ritz, was tasked with providing a guide to packing.

Other clips, covering the art of choosing shirt collars, hat etiquette and getting the closest shave have been worked on by New & Lingwood, Lock & Co Hatters and barber Carmelo Guastella.

A second offering from Budd Shirtmakers and a member of the Irish Guards rounds off the collection.

The how-to shorts follow a similar project from Savile Row and The Woolmark Company. Both establishments recently came together to produce a short film that showcases lightweight wool items for summer.

A follow up series could welcome the likes of Sunspel and Barbour, which have recently put pen to paper on retail spaces as part of the area’s redevelopment programme.

Jermyn Street Video Series