I remember when I started, every store on the planet having suits. Each style is available with a choice of straight-leg, wide-leg, flared or cigarette trousers, and more than 7,000 types of material, with the lining, buttons and thread customisable. We had two women that got married and wore The Deck. A lot of people like to keep us their little secret as well, which is lovely but kind of annoying! It’s a lot of money, sure, but if you consider the cost for wear, it’s an investment for life. We’ve got something quite cool in the pipeline on the digital side, where we’re going to – I can’t say much – but essentially give ourselves more of a global reach. She was the first woman to wear a morning suit at Royal Ascot and from then on, The Deck was born. Being on BBC News and Sky News and all of that was fantastic. SAVILE ROW EST. That’s really what the priority for us now is. But we also want to pay for our wages and work with the best quality cloth and artisans and, unfortunately, that does come at a price, right? Or mothers of the bride or brides. “To be the first all-female tailor on the street and to have a shopfront is a wonderful thing. I always felt sexier and more elegant in a three-piece suit, which is funny because it’s one of the most covered up things you can wear. The Rake quoted Daisy as ‘a woman creating ripples in an industry dominated by men’. Nonchalant was ecstatic to discuss all things power suits and craftswomanship with the tailoring-royalty entrepreneur and how she threaded her way to Savile Row. The bastions of tailoring are there, it’s a street that’s steeped in history and heritage, and it’s globally known. A massive market for us is bridal, straight and gay weddings. I always wanted to find the gap in the market and change womenswear in some way. Just so many incredible moments, really. Of course, it is still a lot of money, but it’s more attainable and it’s really undercutting what’s out there. Leaving the European Union, meddling through a global pandemic. Gentleman’s Diary: Daisy Knatchbull launches her new tailoring brand, The Deck. If, like us, you’re now fantasising about your dream suit from The Deck, tailored to your own dream style and body shape, or if you’ve got a wedding on the horizon, then Daisy might just be the ticket to your dreams coming true. As the pandemic continues to impact the retail industry and with more people working from home than ever, it is an inauspicious time to be opening a new tailoring boutique, but Knatchbull isn’t phased — she sees the world’s changing consumer habits as a positive step that will only serve to inform The Deck London’s USP. Competitively priced, made-to-measure suit trousers start from £700 and blazers from £1,600. We’ve just been made a Brand of Tomorrow by Walpole, this luxury body, which is pretty amazing. One such like mind is Daisy Knatchbull, founder of The Deck, the first women’s tailoring house to have a shop front on London’s famous Savile Row. Daisy Knatchbull has opened the first all-female operated tailor shop exclusively for women on London ’s legendary Savile Row. I thought there were no opportunities, so I tried moving into menswear to understand it quite literally from the stitch, up. If they want a boyfriend look but more tapered at the waist, they can do that, or have a skinnier lapel. From that, our clients can choose cloth lining buttons, styling details, everything. I started on a made-to-measure tailoring business for women, which is like bespoke but it’s not bespoke in the sense that we don’t start from scratch and build you a pattern. Suddenly you’ve got five looks. We only moved in September 2020. More and more of our clients are looking to invest for the future and not one singular event,” she says. It was amazing. I feel it’s time we modified the way in which we take into consideration that, with Kamala Harris or AOC [American politician Alexandria Ocasio-Cortez] or whoever else,” begins Daisy Knatchbull of The Deck, the primary ladies’s tailor to have a shopfront on Savile Row. Daisy always knew she wanted to work in fashion, cutting her teeth in fashion journalism, styling, and PR. It was a combination of those things. Daisy Knatchbull, founder of The Deck, stands outside her new premises on Savile Row in London. Savile Row had tailoring houses catering to only men for over two centuries. Or sometimes just pop a jacket on for a zoom meeting over pyjamas or tracksuits. It’s a showstopper in the sense that people stop me in the street always, and ask me where it’s from, which is a lovely thing. The dream is you want to invest in staples, right? That’s if they order once, once we have your pattern we can remake it again and again. It was made by the Bangalore-based company, Centre of Gravity, as a non-profit venture. #mc_embed_signup{background:#fff; clear:left; font:14px Helvetica,Arial,sans-serif; } When Daisy Knatchbull donned a top hat and tails for Royal Ascot in 2016, she became the first woman to do so in the history of the Royal Enclosure. I’m speaking for myself, but I want to look nice again. I was very interested in fashion from a young age, but I didn’t know how I wanted to get into it, so I did work experience in all kinds of areas of fashion across PR, styling and journalism. I want to look great, I want to feel great and my suits are like modern armour.’. “Savile Row is a street steeped in history and heritage and home to some of the best tailors in the world. It’s not just a case of altering the cuffs and the hems, it’s made to every figuration of your body. I love it. I’m someone who bloats incredibly badly so I put side adjusters on all my trousers, which means it keeps that beautiful shape, but at the start of the meal, when my stomach is slightly flatter, I have them all nipped in and tight, and then I can loosen them without having to undo the top of my trousers. These are things that people haven’t had before, and don’t know how to advise you on it. I think more styles. Or put you and your partner’s initials. We’re reshuffling the way we think about tailoring and it was time to reshuffle the way we thought about that. “Certainly not for now,’ Knatchbull says. Entrepreneur Daisy Knatchbull said she saw the ‘suit-shaped gap for women’ on Savile Row and decided to open The Deck there, the first ever women-only ground-floor shopfront on the road. A scion of the Mountbatten dynasty, Knatchbull utilised her years working as the communications director for Hunstman on Savile Row to set up her business, naming it after a deck of cards in a nod to the four signature silhouettes — or ‘suits’ — the brand offers: the Single-Breasted, the Double-Breasted, the Boyfriend and the Safari. Having fitted suits for the likes of Gillian Anderson and Elizabeth Hurley, Daisy is redrafting the blueprint of women’s tailoring, keeping always one step ahead of what’s around the corner. And such a lovely diverse range of age, race, sexuality, whatever it may be. I know, it’s so depressing. I think black-tie events may have changed and people aren’t going to offices, sure, but it doesn’t matter, because our suits are for every occasion. I’d like to do a lot of mentorship around disadvantaged young women trying to start their own businesses. It’s all new territory. But they don’t know we exist. I love wearing my three-piece suit with a white t-shirt and trainers and I’ll wear that same suit to a black-tie event with stilettos and nothing underneath or a silk shirt and it will look entirely different. I wanted to create something beautiful, that celebrates craftsmanship, women and diversity – in shape, size, race, sexuality, whatever it may be – and celebrates all women – regardless of age, everything – where they can come and feel safe, understood, represented and they can have the best quality cloths and the best craftsmanship but also that won’t be £5,500. Halfway through my conversation with Daisy Knatchbull, in which we discuss her sense of style, her genetic predisposition for rebellion and her fascination with tailoring, a gentleman seated next to us leans over to interrupt. The Deck was founded by Daisy Knatchbull, a 28 year old whose experience as Communications Director of Huntsman, Savile Row, led her to feel the empowering nature of a tailored suit from a young age. After the first lockdown, we had record sales. Daisy Knatchbull, Founder of The Deck, sits inside her new premises on Savile Row, the first shopfront tailors exclusively for women to open on … You can have fun with it and put your own little details on or embroidery to remember the day. This century’s trailblazer, however, for donning power suits with a charm of rebellion, comes in the form of Daisy Knatchbull, founder of The Deck – the first women’s-only tailor to have a storefront on London’s historic Savile Row. I have to say it’s great fun. We say you get five different looks. My tailor does think I’ll look like her grandma’s sofa. At its helm is founder Daisy Knatchbull. first woman to wear a top hat and tails at Royal Ascot. One is, we’ve taken an old interior cloth, it’s a ‘toile du jouy’, that 16th-century French agricultural scene that’s done in only blue, red or green. That’s something I love. Exactly. I think it is literally just the epitome of tailoring, isn’t it? Also perhaps having a global outpost, stores in various cities or abilities to reach people in various cities across the globe. See All. You only look forward and look at how you can improve the company and yourself. And I hate wearing floral dresses. I have an hour with them at the consultation, then the first and second fittings, so it’s a minimum of three hours that I spend with these women. How Mountbatten scion Daisy Knatchbull is making strides beyond Savile Row Scion of Mountbatten grand dames who dared to rebel, Daisy Knatchbull knows fashion’s rules – and loves to break them. In September, The Deck London relocated its standalone boutique from Lower Sloane Street to Savile Row, joining the bastions of British tailoring on a street that has been traditionally been, until now, male-dominated. “It was the reaction of the women and the press that made me realise the beauty and elegance of all things sartorial was woefully unavailable to women (in the same way it was for men),” she explains, “and so I decided that I would take the risk and try to make a difference.”. /* Add your own Mailchimp form style overrides in your site stylesheet or in this style block. Having worked for renowned Savile Row tailor, Huntsman, Daisy Knatchbull realised there was a demand for a brand that specialised in made-to-order suits exclusively for women. I think luxury will take a hit in the sense that I don’t think people will be spending £2000 on a dress for one event anymore, but what we are going to see is that same £2000 being redirected to a business like The Deck, where they want that hyper-personalised, conscious consumerism approach. Because if you have something you love, you’re going to wear it for the rest of your life. I think starting a business is a challenge in itself – the highs are incredibly high and the lows are incredibly low. It’s about really understanding and listening to these women. We’ve had that, it’s pretty magic. They allow the person to be whoever they want to be in it. If anything, I think people realise the importance and the value of thinking about what they’re purchasing and making sure that it’s something that’s not going to destroy the planet. Something to enable paying in installments, because we really want to make it as accessible as possible. Copyright © 2018 Luxury London. One in 10 businesses make it through the first year, let alone with a global pandemic and Brexit. We’ve just done our latest samples we use for press and in the windows and there’s some pretty mega ones coming out. I just want to rock my suits again. Style; 24 May 2019; Daisy Knatchbull ‘I’ve always loved going racing and to polo matches,’ Frankie told Hello!. It’s only thanks to our amazing, loyal clients, and the press and celebrities and our followers on Instagram, and all of these people that have got us through these times, because when we’re open, we flourish. I want to look great, I want to feel great and my suits are like modern armour. It doesn’t need to be one set occasion. So to take time to look back and be proud of how we’ve got this far is amazing. “There are thousands of tailors making for men and only a handful for women, so it’s fantastic to be a part of that.”. So many plus-size women come in and say they’re too scared to even try trousers on because they’re embarrassed and don’t want to go through that conversation in the fitting room with a snooty shop assistant that’s judging you because you don’t fit into the clothes, you know? For women, it’s just such an incredible thing that for a street with such history and heritage, The Deck is the first women’s tailor to have a shop front. It’s a list of brands to watch, who’ll be the next big thing. You’re investing in a suit and you can wear it for the rest of your life. It’s a privilege and an honour to sit amongst the prestige,” Knatchbull says. One in three women, according to research, don’t know what clothes properly fit their body shape. I think not having a co-founder, doing it on my own, even with my amazing team around me, can be quite lonely. It’s really nice. It was around the time of #MeToo and lots of other issues coming to the forefront. But we’ve stayed in constant communication with all our clients. To have beautiful cloth and designs, but have a woman fit them, and have an empathetic outlet only for women in the same way men had in hundreds of tailors. That was four fun ways that we thought made up the four suits of our deck. You want your suit, a good white shirt, a good t-shirt, a good pair of trainers, maybe a good pair of heels – if you wear them – a polo neck and a pair of jeans. I never felt comfortable in a dress, ever. And I hate wearing floral dresses. Exactly. There are so many people that want what we want. Our youngest is 18 and our oldest is 92. Daisy is rewriting the narrative of the women’s suit, repurposing it from businesswear to a luxurious, powerful, and sexy ‘modern armour’, fit for any purpose, but most importantly, fit to you. It’s amazing and that should be happening so much more. At Huntsman Savile Row, Daisy Knatchbull wears a velvet dinner jacket in midnight blue, with silk lapels and military frogging. You can make alterations over the years. She was inspired by her experience on Savile Row, which exposed her to the empowering nature of a tailored suit from a young age. We had the pleasure of taking a peek inside and working with Daisy on the interiors of her store, picking up plenty of insight on the spirit of The Deck … I couldn’t understand why they weren’t giving women the same opportunity men had had for centuries. We’re sailing through the storm to try and get to calmer seas, and just praying that the seas are calmer on the other end, and trusting in the process that they will be. I had a black tuxedo made for me and that really set off that feeling of ‘Oh my god’. “We wanted to create an exclusive tailoring offering for women and challenge the conception that being fitted for a suit is often an 'intimidating process' by offering an empathetic women-for-women service, understanding their needs and emotional relationship with clothing,” Knatchbull says. Elle Macpherson, Lauren Hutton, AJ Odudu, Nicola Adams, Maggie Gyllenhaal, Elizabeth Hurley, Arizona Muse, Gillian Anderson. There is a need here. You will wear it a number of different ways, whether it’s just to go on a lockdown walk, or to a business meeting, a black-tie event, lunch, or picking the kids up from school, whether you’re just wearing a t-shirt and trainers or a silk shirt and heels or just the trousers and just the jacket. In the meantime, why not check out our Trainer Inspo piece to make the perfect pairing with your new suit ideas? Oh yes, revenge spending. ‘Glamour is what I sell, it’s my stock in trade.‘. I believe it’s time we modified the best way we take into consideration that, with Kamala Harris or AOC [American politician Alexandria Ocasio-Cortez] or whoever else,” begins Daisy Knatchbull of The Deck, the primary ladies’s tailor to have a shopfront on Savile Row. On September 14 Daisy Knatchbull is making history by opening her made-to-measure women’s clothing brand, The Deck London, on Savile Row. Just before Christmas, I got an email from a client. There’s something so sexy about it. The one I wear all the time is the three-piece pinstripe. Totally, and I think they’ve become such a symbol of independence and empowerment. Founder and Savile Row alumnus Daisy Knatchbull discusses steering change in a male-dominated world and opening a shop in the middle of a global pandemic, "The suit is no longer constrained to the office". All the celebrities we’ve dressed. It’s crazy. The stories are amazing. Or people saying ‘Never in my life have I ever felt beautiful the way I have in this suit.’ It is amazing. A lot of great people. It’s fantastic. I took a job in Huntsman’s PR department on Savile Row and worked my way up to becoming Communications Director where I was for four and a half years. By doing that, we were able to take the price right down. I’d love to work around that and The Deck to provide funding for that, expanding this digital project, and, not destroying the planet. It said ‘Got a major job interview today and, of course, the only thing I’m wearing is The Deck’. You can follow The Deck via Instagram or subscribe to their newsletter for more exciting updates on their beautiful tailoring. You know, like, ‘the only thing to give me the confidence was wearing The Deck’, and I thought, how lovely. These are scary times, but there’s light at the end of the tunnel. Moving into menswear, I was able to see the gap in the womenswear market, which was suiting for women and offering this same experience that already existed for men. I think that’s the important thing, it is quite a neutral look as such. Based on Savile Row, The Deck London offers sustainable fashion through its made-to-order business model. Whether they’re buying because they’re transgender, or because they’re getting married, or whether they want to get their Maid of Honour a suit, or it’s a mother of the bride, someone’s 50th, their graduation suit, or they just had a mastectomy and they want to have something fitted, or they’re going through the menopause and they feel crap about themselves and nothing fits them. I think, to be amongst that prowess, but also to make our own little corner of it, and stamp our mark on it. The beauty of what we do is it’s durable, it’s versatile, it’s long-lasting. (function($) {window.fnames = new Array(); window.ftypes = new Array();fnames[0]='EMAIL';ftypes[0]='email';fnames[1]='FNAME';ftypes[1]='text';fnames[2]='LNAME';ftypes[2]='text';fnames[4]='MMERGE4';ftypes[4]='text';}(jQuery));var $mcj = jQuery.noConflict(true); Interview: Daisy Knatchbull, Founder of The Deck, Reshuffles The Art of Women’s Tailoring. It’s about understanding, you might not want to tell a male tailor that. Daisy Knatchbull is the founder of London-based women only tailoring house, The Deck. I can see a way through it now. The one I started off with was when I was at Huntsman. But not just any suit. A Deck Made Up Of Queens: Interview With Daisy Knatchbull, Part I How a Savile Row alumnus is taking women’s suiting in the right direction. Savile Row is bespoke, so the starting prices are £5,500 for a lot of the houses. She talks about who has inspired her and what's next The Rake quoted Daisy as ‘a woman creating ripples in an industry dominated by men’. Not everyone is this size so it’s a reality we need to face. It’s something you can pass down to the next generation – to sisters, grandmothers, daughters, friends, whoever it may be. People ask us, ‘what’s your goal in life of The Deck?’ and it’s just to suit as many fantastic women from around the globe as possible. I always felt sexier and more elegant in a three-piece suit, which is funny because it’s one of the most covered up things you can wear. Nonchalant chats to Daisy Knatchbull, founder of Savile Row's first women's-only tailor with a storefront, The Deck – home of the dream suit.… That’s the fun of it as well. It’s not even like I want to wear a ballgown and whatever. And if you’re conscious you’ve got really broad shoulders, or if you feel that you’ve got big boobs, perhaps stay away from double-breasted. Founded by Daisy Knatchbull, the focus is on slow fashion, mindful consumption and female empowerment. ... As the champagne flowed, guests were able to get a first look at the new collection, which draws from the craft of Savile Row to bring women made-to-order tailored suits in four distinct silhouettes — inspired by each of the four suits in a deck of cards. 78.8k Followers, 857 Following, 2,311 Posts - See Instagram photos and videos from Huntsmansavilerow (@huntsmansavilerow) We’ve definitely faced challenges, like any business. There are so many, the opportunities are endless. The suit is no longer constrained to the office and the last few months have shown us the versatility and durability of a suit — most importantly that they are so often worn as separates.”, Launched in 2019, The Deck London’s trajectory has been lightning fast, garnering a loyal clientele that includes the likes of Elle Macpherson, AJ Odudu and Gillian Anderson — no mean feat considering a large chunk of that time has been during a global pandemic. Now, founder Daisy Knatchbull has opened a store that offers made-to-measure suits exclusively for women… London's Savile Row recently opened its first women-only tailoring house, The Deck, thereby altering a 200-year-old norm. ‘I wanted to create something beautiful, that celebrates craftsmanship, women and diversity – in shape, size, race, sexuality, whatever it may be – and celebrates all women – regardless of age, everything – where they can come and feel safe, understood, represented’. In 2021, after a year of social hibernation, we believe it’s a good suit. We recommend moving this block and the preceding CSS link to the HEAD of your HTML file. The Deck London offers made-to-measure tailoring “exclusively for women, by women”. We’re definitely going to move into building the ultimate tailored capsule wardrobe of all the perfect essentials that one needs. ... Daisy Knatchbull knows fashion’s rules – and loves to break them. Your email address will not be published. Why is this not being done by more people? */. Daisy Knatchbull. The Savile Row tailors did do this, but it was 5%, if any, of the Savile Row businesses. You had Armani, Yves Saint Laurent, Dolce and Gabbana and others selling a suit in a season, but it wasn’t as we know it today. That’s what’s really exciting. If you’ve ever dreamed of owning the perfect power suit, have gauped over Cate Blanchett in one of her many tailored numbers, or have been fantasising about that dream wedding outfit, then read on. Not forgetting Brexit, that’s just another wave that has come crashing down on us, as well as the pandemic. It will give them a good cost-per-wear ratio and make them look good and feel good for a very long time. We’re really looking at doing payment plans so partnering with a Laybuy or a Klarna. I love it because I just wear it smart, casual, separately, relaxed, whatever it may be. You want to talk about things like, ‘I sweat, so I don’t like any light fabrics and that’s a stress for me’, or ‘I want to talk about how my thighs are bigger than my waist’, or ‘yes, I’m skinny, but don’t tell me that I’m skinny and I can’t complain about what I want, because there are parts of my body that I don’t like, and I don’t want to tell people that I might be having IVF’. She is now a sub-editor at a research company and writes and illustrates in her spare time. Then, once the weddings happen you can change the buttons, update it, make it more casual, whatever it may be. Well, we are the place to go. So we rely on the press and our clients and all these people to share it. For Knatchbull, that same experience comes down to not just service and style, but location too. From working in the womenswear industry, I understood how saturated it was. There’s something so sexy about it. Daisy Knatchbull knows fashion’s rules – and loves to break them. Plans for the future are presumably just as ambitious — a collection for men, perhaps? I think, getting through this. The beauty of what I do is, unlike when you purchase online, I build this incredible relationship with my clients. Daisy Knatchbull has opened the first all-female operated tailor shopfront exclusively for women on London’s legendary Savile Row. ‘I just want to rock my suits again. “We’ve got so much to do in the space for women and so many exciting avenues to explore. All these things, it’s so many things that are so private, or that ‘when I’m on my period, I bloat massively, and so trousers don’t fit me the same’, and there are ways we can get around all these things. You want a female team around you. The Deck London will be the first Savile Row tailor to cater exclusively to women. Style. SHARETORONTO -- For more than 200 years Savile Row in London, England, has been the go-to place for men with money to be outfitted from head-to-toe in the perfect tailor-made suit.The fashion district has always been exclusively run by men, until now. Coronavirus has massively impacted my business because it’s a face-to-face business, it’s the antithesis of social distancing. The block does a lot of the main body of work and then we change that block entirely to you. It all started with a morning suit. I’m not particularly ‘girly’, it takes about three seconds to do my makeup. That’s something I’m really passionate about. Making it a better place to be, one little tiny step at a time. Making them in Portugal at a beautiful atelier in the heart of Porto, we were able to take the price down to £2200. If you’re self-conscious about your thighs then maybe stay away from this cloth and don’t put a pleat here. NEW YORK 2016 ... our Head of Communications Daisy Knatchbull, who wore the first bespoke morning suit that the house has made for a woman. She enjoys Fleetwood Mac, martinis and a good suit. I’m not particularly ‘girly’, it takes about three seconds to do my makeup. It’s not a dress that’s going to sit in your wardrobe for the rest of time. What do women want? So, there had been female tailors before on it, but we’re the first to have a shop front. I’ve had moments where I burst into tears, because other women who are clients have burst into tears seeing themselves for the first time where they actually genuinely fall in love with how they look again. Then there’s the idea that you reshuffle a deck of cards. It’s working women, women who’ve never worked in their life, women who can afford five in one go, the woman that saved up for years. The reception from ‘The Row’ has been so wonderful and so supportive.”, “It has never been a better time to be a woman,” she adds, “so opening a tailor exclusively for women amongst the macro trend of female suiting and rise of female empowerment couldn't have been more perfect — particularly now we are amongst the best in the business.”. By Demi Dalton on September 9, 2020 Share This Article Reddit LinkedIn WhatsApp Email Print Talk Related Articles.

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