In the fall of 2005, an elegant, closet-sized store appeared on New York City’s Mott Street, in the soon-to-be fashionable Nolita neighborhood.
Sandwiched between a graffitied garage and a no-frills hair salon, was what appeared to be a quintessentially English haberdashery.
Alongside a silhouette of a trouserless man holding an umbrella, the store window was accompanied by a hand-burnished company name that read “Lord Willy’s” and proudly below, one word; “Established.”
The absence of the usual founding date was not an oversight on the part of its creators, Mr. & Mrs. Wilcox, it was in fact a tongue-in-cheek message to the public and to the industry, that despite the store's high quality products (and price points to match), here was a brand that did not take itself too seriously, and that it was here to stay.
Specializing in classic English tailoring with a playful twist, the brand lived up to its promise, with a highly distinct style and a refreshing take on men’s luxury that had not been seen before. It soon won a loyal, cult-like following from both the public and the press.
New York Magazine awarded Lord Willy's the title of “Best Store for Dandies” in its annual “Best of”, while GQ named it “New York’s newest outpost for British style”. Esquire magazine included Lord Willy’s in its list of “Best stores in America”. The annual Zagat shopping guide went one step further by declaring “If a man should shop at one store alone, it should be here.”.
In 2012, having quickly outgrown its original location, Lord Willy’s cemented its landmark status on Mott Street by moving into a 2,500 sq. ft flagship store that soon became a club-like destination for its independent-thinking members who came from not just New York, but from the four corners of the globe and from all walks of life.
At the end of 2020 it became clear that the world had changed forever and that the store and its creations, despite being cherished and adored, were now reserved only for “special occasions” only.
The call to embrace change was met with the same commitment, distinction and creativity that had become a signature of the brand.
It wasn’t just a time to evolve Lord Willy’s. It was an opportunity not to be missed.
Now, over a decade and half after its initial debut, Lord Willy’s is well and truly back with not only a renewed sense of vigor and belonging, but also a new philosophy that leverages the brand's renowned sense of design, detailing, and fit into a brand for luxurious, everyday clothing.
So whilst it may appear on the surface that we have changed everything, you can be rest assured in the knowledge that one thing has not changed, Lord Willy’s is and will always be “Established”.