Hardy Amies recreate The ABC of Men’s Fashion for the 21st century

Associated media

Paying homage to the ABC of Men’s Fashion, a book written by the brand’s founder, Hardy Amies has released a series of short films with some of the world’s most influential people involved in the creative industries. The ABC of Men’s Fashion was first published in 1964 and written by Amies to offer guidance to young men on how to dress. It remains notorious today for itsopinionated and witty tone.

In its new guise, the ABC of Men’s Fashion is a series of over 30 video interviews giving individual views on style and the essentials of men’s fashion, filmed in London, Paris and New York and posted on hardyamies.com. The interviews include such figures as Baron Edward Down Patrick, Imran Amed from the Business of Fashion, Simon Spiteri the co-founder of Anthem (see video above), Olympic Athlete Dalton Grant, the founders of Cool Hunting, Jesse Boykins III the musician, Stephen Rutherford owner of Brooklyn Brothers (advertising), Alex Bilmes the Editor of UK Esquire and Steve Salter the menswear blogger Style Salvage.

As a luxury British menswear brand with its tailoring house founded on Savile Row in 1946, Hardy Amies has decided to take a non-traditional approach to communicating brand messages. With a nod to its heritage but consideration of the present, Hardy Amies invites the blogging, retail and creative community to tell their story about what style is; the difference between fashion and style and what really makes the man.

Present Plus, the digital innovations studio, has worked with Hardy Amies on the films:

The opportunity to work with a brand such as Hardy Amies was huge for us. The tension between the old and the new and the fact that the brand is laid down as a blank canvas makes this for a very exciting opportunity today and tomorrow.

Creative Director of Hardy Amies, Claire Malcolm says:

We wanted the opportunity to turn Sir Hardy’s book on its head and approach the concept from a modern angle. We approached individuals who we think define individual men’s style today and asked them what their style rules are.

To view the latest interview with Simon Spiteri, the co-founder of Anthem, please visit the Hardy Amies website.