Debenhams is launching a Peaky Blinders range as part of a new men’s tailoring concept called ‘Age of Now’.
The store chain says it is responding to a demand for more individuality and choice in men’s formal wear. The Age of Now will appear in Debenhams Oxford Street and Westfield stores later month and will go online in September.
It is being launched in collaboration with concession partner Baird Group.
Debenhams describe the striking style of short sharp suits and elegant boots and shoes as being “a modern, minimalistic aesthetic with a take on retro-inspired tailoring”.
“It showcases attention to detail with high-quality construction and a true focus on British heritage fabrics.”
The department store – which can trace its history back to 1778 in London’s West End – says the Shelby & Son’s fashion “takes inspiration from 1920s tailoring with a rock n’ roll twist”.
Debenhams managing director of fashion and home, Steven Cook said: “Men are looking for more sartorial choices when it comes to suiting and formal wear and we are definitely seeing the influence of Peaky Blinders in prompting men to look for suits that are less uniform and show individual style.”
Key pieces include Viggo’s slim cut satin tuxedos and longline overcoats in a monochromatic palette.
WP offers fitted pieces in black brocade and teal floral prints and Shelby & Sons comprises traditional pin-striped jackets with pocket chains. Retail prices for the Age of Now brands start at £120.