travel by joe schmitt
London
A DAnDy of A GooD Time
Unofficially, the global recession is officially over. It’s now safe for consumers to reemerge from their self-
induced financial comas and for us to dip into their newfound savings accounts for a little conspicuous con-
sumption. If your Black Amex has been rusting in your wallet for fear of inciting jealous riots, there’s a street in
London where gentlemen overloaded with shopping bags and style are not sneered at, or otherwise visually
assaulted. But there is also a powerful retail lesson to be found in the heart of London’s Jermyn Street.
In Central London, south of Piccadilly, Jermyn Street is a centuries-old sanctuary of style and understated
elegance. Here, dandies delight in bespoke tailoring and high-end ready-to-wear whilst the leathery smell
of cobblers’ creations call to those who value a good fit, and classic style. On Jermyn Street by the Piccadilly
Arcade, you will find a statue of the original dandy himself, Beau Brummell. Credited with establishing the
modern man’s suit in the early 1800’s, Beau Brummell was also adored by the wealthy set and Royalty for his
elegant manner, clever wit and fastidious hygiene (which included shaving and daily bathing and teeth clean-
ing). However, should the promising financial news of late mean little to your current situation, or if that Black
Amex has yet to arrive, take some comfort in the rest of Beau Brummell’s story. The once charming British icon
of gentlemen’s style rode his Royal friends’ coattails to the end of the line. Buried in debt, he died a syphilis-
stricken ne’er-do-well in France. 170 years since the death of the original dandy, many things still ring true; a
well-fitted suit makes the man, Jermyn Street is still the standard for men’s style in London and living beyond
one’s means makes for a tragic ending to an otherwise interesting story.
52 RAGE monthly | OctOber 2009
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