The merchandise is reasonably priced – on a par with the better end of the high street – the selection is broad and you can have your suit altered within 30 minutes or thereabouts.
But what really makes this relatively small store stand out is the way in which the alteration service has been made a feature of and given pride of place at the front of the shop. And while the sewing machines in most tailors will be hidden away owing to the fact that they could use a lick of paint, at Suit Supply they are mounted on a slick, stainless steel table and backed by an airport destination board intended to give the idea that everything will be done on time. In place of exotic destinations are, one assumes, the names of the tailors in the store who will do the necessary.
Large light boxes occupy the deeper recesses of the space and draw the eye across the whole floor. Couple all this with a wardrobe-style shirt wall that runs along the left-hand side of the shop and this really is a very modern take on old-fashioned tailoring. The fact that it is at the end of Savile Row shows how that bastion of handmade suits is gradually being conquered by newcomers.
Ted Baker also has a visible alteration service in its Cheapside store, but this shop raises the service to a new level.
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