Jason Atherton experts Jason Atherton

With traditional retail suffering, could a 'man den' save menswear?

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telegraph.co.uk

piece de resistance, Sol’s, a hideaway bar complete with ‘guest’ wine cellar, an array of fine whiskies and the opportunity to chow down on light bites created by another Sweeney stalwart, Jason Atherton.

Ably assisting this latest expression of masculine retailing is the building’s next door neighbour, Buck’s, one of Mayfair’s oldest gentlemen’s clubs, with whom Thom Sweeney shares the kind of clandestine courtyard beloved of cigar aficionados.

Ever mindful of a brand's need to give back to its tribe is co-founder Luke Sweeney, who says: “Many of our clients and friends want to shop for seven days of their week from us, so it was our dream to be able offer them everything under one roof, from ready to wear, made-to-measure and bespoke,.

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