Tailor has success made to measure
Firm is now fit for the modern era
SETTING up in business is always going to be a big deal. But when you are taking over a company that has existed for almost 300 years, the sense of anticipation – and responsibility – is even more immense.
Daniel Fearn, who bought bespoke Edinburgh tailors’ Stewart Christie & Co with partners Victoria Rae and David Bassett in summer 2015, admits taking over a firm founded in 1720 was indeed a daunting prospect. But since then the trio have proved themselves by bringing the business into the 21st century – as serenely as possible.
“We are custodians of this business more than anything else,” explains Mr Fearn, 42, a designer who became the youngest member of Edinburgh Incorporation of Tailors five years ago. “We don’t feel like we own it so much as we are looking after it for the next generation. It’s a huge responsibility – the business had been in previous owner Duncan Lowe’s family for four generations. Those are pretty big boots to fill.”
As well as tailoring bespoke suits, Stewart Christie has a long and distinguished history of making country clothes for lords and ladies and military uniforms, including for the Royal Company of Archers, the Queen’s bodyguard in Scotland.
With this in mind, Mr Fearn says rather than creating something new, his focus has been retaining the quality and service built up over many years, and moving things forward in a sympathetic way. But those who know the company, which has a staff of nine working in an on-site workshop above the shop, will certainly notice some exciting changes.
As well as giving the shop in George Street its first refit since 1973, a new bespoke label and branding has been created and the tailoring has evolved along more modern lines. A distinct ladieswear department has also been created for the first time, with new designs by Rae, and there are plans to recruit two apprentices to help ensure the artisan skills offered at Stewart Christie are retained in Scotland for the future.
“Our customer base is established and they don’t appreciate unnecessary change,” says Mr Fearn. “We service families over generations and we are seeing more sons and grandsons coming in for suits. It’s a nice level of evolution, to keep the quality and service where it is but introduce new items with a more modern twist. It’s actually a good time for the industry in the UK, there’s a resurgence of craftsmanship that is very promising.
“People like the story behind a product – who it is created by, the passion they bring. The story is more important now than the trademark in many ways.”
The company is adept at telling its unique story in a modern way, thanks to its quirky use of social media, while a new website also showcases the quality of the products for the modern eye.Stars of the film T2 Trainspotting visited the store recently and actor Ewen Bremner, who plays Spud in the film, wore a Stewart Christie & Co suit on the red carpet at the premiere in Edinburgh last month. The pictures were beamed around the world.
The entrepreneurial spirit is strong among all three partners at Stewart Christie & Co and, according to Mr Fearn, belief and passion are the most important attributes of all.
“You need to believe it will work and believe in yourself to drive it forward,” he says. “Setting up in business is a pretty big ordeal. Courage only comes after doing something – you don’t have to be all that brave at the beginning. It’s having the courage to move on and do more. And if you have the passion you will want to drive the business forward, see it succeed and take others on the journey with you.”
And he advises those with a good idea to seize the day.
“If you really want to do something, don’t sit around and wait, just get on and do it,” he says. “Life moves pretty fast and before you know it your opportunity will have passed – do it now.”