A short walk away from Savile Row, the epicentre of British tailoring, you’ll find one of their Italian rivals, Rubinacci, on Mount Street. Far from trying to prove that ‘Italians do it better’ though, the Nepalese tailor originally called its brand ‘London House’ to leverage on the popularity of the ‘English gentleman’ look at the time it was founded in the 30s. What followed was a British-Italian hybrid of lighter styles that still resonates today.
Three generations on from founding Anglophile Genaro Rubinacci, the brand goes under the family name, but still proudly retorts its love of British style through its Mayfair location. It has also managed to survive the changing tides of fashion with the introduction of ready-to-wear, and becoming a hit with street style photographers thanks to Creative Director Luca Rubinacci’s stylish outings and Instagram following of over 100K.
That’s not to say that you won’t get the traditional tailoring experience. Downstairs at 91 Mount Street you’ll find walls lined in vintage green, club chairs, antique-style ornaments, and swatch upon swatch of beautiful fabric. Known as ‘Il Club’ it certainly has an exclusive feel about it. This is, perhaps, their way of seducing the British clientele away from ‘The Row’. Shortly after the opening of the store in 2012, Luca admitted, “British men have slowly come to love us, making up a greater proportion of our business in London. When we started, all the customers were Italians or Americans who already knew us from Naples. Now more than 25 per cent are English, and it’s growing every day.”
The ready-to-wear collection offers an array of top quality menswear as well as scarves, wallets, boxers, and beachwear, for picking up a little something extra while you wait for your appointment with Luca.