Friday 22 May 2026 5:50 am
| Updated:
Thursday 21 May 2026 3:04 pm
The Crown Estate is ensuring Jermyn Street’s continued relevance as a cornerstone of British menswear by guiding its evolution into a blended retail, hospitality, and experiential destination that integrates its established heritage brands with new, contemporary labelsTraditional luxury fashion destinations are sometimes seen as relics of a more formal time, struggling to stay relevant as dress codes relax and shopping habits shift. But that narrative misses something vital: the places that endure aren’t those resistant to change, but those that evolve while holding their distinctive identity. As retail adapts to shifting consumer behaviour and rising operational pressures, destinations that evolve are the ones that continue to drive footfall, spend and long-term value.As formal dress codes have softened, men’s style has become more versatile and less prescriptive. For Jermyn Street – a cornerstone of traditional British menswear– the question is not whether to change, but how to do so while retaining what gives it its character. As the long-term steward of St James’s, The Crown Estate plays a central role in shaping how that shift takes place.Brands steeped in history are still key to this future-focused strategy. Built on generations of expertise, there are tailors, shirtmakers and cordwainers on Jermyn Street who have faced countless cycles of not only fashion, but also political and economic transition. These names are still responding to trends and consumer needs, meeting the latest shifts in style by differentiating products and upgrading store layouts. Brands like Joseph Cheaney & Sons and Sunspel demonstrate the momentum that considered modernisation can bring. By reimagining store fit outs to create immersive spaces that act as a story-telling device, labels can innovate, meet moving expectations and respect their past. The growth of Sunspel underlines the success of this strategy – expanding from a 500 sq ft unit to a 3,000 sq ft flagship on Jermyn Street – emphasising the importance of historic brands to The Crown Estate’s portfolio. A new generationAlongside these established names, a new generation of brands is also shaping the area’s future. These are redefining classic British menswear by blending traditional craft with a contemporary mindset. Newer independent labels from the world’s first female master tailor Kathryn Sargent to shirt-maker Emma Willis and workwear specialists Laird Utility, are also reshaping modern British tailoring in the area. By bringing in new brands that work seamlessly with the area’s stalwarts, The Crown Estate is extending its reputation and enhancing its role as a magnet for overseas visitors. This is reflected by a growing presence of global shoppers, with 13 per cent of visits to Jermyn Street coming from international visitors in the first three months of 2026, compared to seven per cent in the same period last year. Continual evolution – bringing together heritage and the best of modern British brands – is central to this.SIRPLUS, a sustainable modern British menswear brand, shows this in practice. Initially joining The Crown Estate as a pop-up at Prince’s Arcade, SIRPLUS has grown within St James’s. The brand diversified further by opening Compane, its own coffee shop in Prince’s Arcade, reflecting the growing importance of social and experiential retail. Compane reflects a broader shift: Jermyn Street is no longer just about dressing well, but about creating a destination experience.Jermyn Street’s wider retail and hospitality offer, beyond its traditional menswear base, is central to its continued relevance. From heritage perfumery Floris which has traded on the street for nearly 300 years to cheesemonger Paxton & Whitfield, these complementary brands broaden the appeal of the destination and create a more layered, engaging experience for its 13.5 million annual visitors.Restaurants play an equally important role. Institutions such as Wiltons, Rowley’s and Franco’s have long been part of the street’s fabric, but their significance goes beyond heritage. Food and drink are not an add-on, but a core driver of footfall and dwell time – extending activity from breakfast into the evening and reinforcing Jermyn Street as a destination that works throughout the day.Maintaining the area’s position as a cornerstone of British menswear now depends on more than fashion alone. It requires a destination that works collectively, blending retail, hospitality and experience to sustain relevance throughout the day and into the evening.Jermyn Street’s strength is that it is not standing still. By supporting established names, welcoming new ones and strengthening the St James’s offer, The Crown Estate is helping the area adapt without losing what defines it, reinforcing the West End as one of the world’s most compelling places to live, work and spend time.Tim Allibone is head of portfolio management – St James’s, The Crown Estate
