All in London: My London

We begin our new feature in which we meet interesting Londoners with Mr. Steven Whatford, footwear manager at renowned Jermyn Street outfitter, New & Lingwood. He tells us a little about the history of the store, why you’ll never see an FA Cup Final team turn up in beige New & Lingwood suits and introduces us to his favourite London haunts.

Can you tell us a little about New & Lingwood and where the company fits into the history of Jermyn Street as a destination for bespoke quality?

New & Lingwood was an Eton School outfitters which supplied sportswear and the uniform. The shop on Jermyn Street opened as many Etonian Alumni went on to work or live in London and wanted great quality outfitting in the heart of town. Jermyn Street is synonymous with the best shirt making, shoe making and hosiery, so it was a natural fit for the store.

What is your role at the company?

My role as Footwear Manager is to concentrate on the general running of our footwear department and help with the manufacturing of the shoes. It’s a great company to work for as we have a very loyal customer base, which is enthusiastic about the footwear that we sell. The two main ranges are Poulsen Skone our premium range and New & Lingwood our classic range, we also sell slippers and hand embroidered monograms and customer’s initials - we recently produced a pair for the latest Iron man film.

There has been a renaissance in men’s fashion and grooming – have you noticed a younger clientele beginning to cotton on to the charms of New and Lingwood?

People are starting to buy into tailoring due to the fact that men in general are more interested in style rather than general trends. I think that younger people are more interested in buying pieces that they can build on as investments in their wardrobe. This is where Made in Britain product is coming into its own and with New and Lingwood the classic styles of trousers, jackets, coats, socks and footwear with a modern twist are proving to be desirable to men in general.

What has changed to increase the awareness around men’s fashion?

I believe the London Men’s Collections has had a big impact on the press coverage devoted to men’s fashion, both in newspapers and men’s monthly magazines. There is a close eye on London fashion because of its rich heritage in tailoring, high quality fabrics and individual style.

New and Lingwood provide all the sportswear for Eton School. Has anyone ever been tempted to put them in cream suits a la Liverpool’s spice boys in the 1996 FA Cup Final?

Haha! I don’t think so. In the summer we do produce some amazingly eye catching boating striped blazers!

How long have you lived in London and what part of the city do you call home?

I have lived in London for four years since relocating from Brighton and I currently call Kentish Town home. I have a lot of affection for North London along with its vast array of ale houses!

As a man of obvious sartorial taste, excluding New and Lingwood, where is the best place to shop in London? Do you have any favourite brands or stores that you always seek out?

In terms of brands I have an appreciation for contemporary menswear brands such as APC, Nudie Jeans, Folk and Common Project sneakers. I like brands that have an element of longevity and produce casual classics.

Now for some quick fire questions:

Cocktails or craft beer?

Craft beer all day long

Favourite pub in London?

I have many favourite pubs in London, The Pineapple in Kentish Town is up there along with the Camden Brewery and if in Central London I love the Cross Keys on Endell Street.

Street food or candlelit meal?

Candlelit meal with my lovely girlfriend.

Favourite restaurant or café in London?

Le Mercury in Angel and The Bengal Lancer in Kentish Town.

Favourite London landmark?

White Hart Lane, come on you Spurs!

Finally, can you let us in on a London gem that more people should know about?

The Camden Brewery, a great way to meet up with friends over a pitcher of local beer.