Stewart Lee, founder and CEO, Savile Row Gin


Dege & Skinner recently


celebrated its 150th anniversary, tracing its history back to Jacob Dege, a German immigrant who came to London in 1855, quickly building a fine tailoring business in nearby Conduit Street. His son then met a young Englishman called William Skinner, whose family was trading in Jermyn Street and a tailoring legend was established. Just as Savile Row can trace its history back over centuries, so can gin. Originally distilled in Dutch cities in the 16th century, it became a quick favourite with English soldiers who liked a sip of it before battle, hence the phrase “Dutch courage”. When Dutch King William


"The immediate response to the drink and brand was fantastic. You’re always worried that you’ll see half-full glasses lying around, but everyone loved it and wanted more"


Stewart had the gin sponsorship


for the fair and it turned out to be a gamble well worth taking. “The immediate response to


the drink and brand was fantastic. You’re always worried that you’ll see half-full glasses lying around, but everyone loved it and wanted more. We were delighted and deeply privileged to be launched there in the heartland of Mayfair in Berkeley Square, one of the most iconic squares in London and very fitting for Savile Row Gin” Since then it has been served at


leading events, including a drinks reception at Kensington Palace. “For our gin brand to be served at a royal residence was a real honour.” As a publisher, he produced the


Queen’s Diamond Jubilee official programme in 2012. For Stewart, it is the realisation


of a personal dream. “I was out with some friends and must admit it first came to me one evening over a few gin and tonics,” he laughs. “I’ve always loved gin and there are some amazing gins out there. It was just that eureka moment. “My whole career has been in


magazine publishing and I’ve felt for some time that I was looking for a new challenge. With my business experience and contacts, I felt I


20 SAVILE ROW STYLE MAGAZINE


wanted this to be something social, something fun. Something I could grow and work with friends and business partners and they have already contributed valuable advice.” Top male model David Gandy


is a partner in the business and is lending his elegant good looks to promoting the drink, while fashion guru and style consultant Robin Dutt immediately appreciated the special combination. “Savile Row Gin has been specially crafted as a suit of quality must always be,” he notes. “A Savile Row suit is unique and Savile Row Gin has a distinct hallmark when it comes to an individual taste.” Part of its genius is that it feels as


though it has already been around forever. “Savile Row as a moniker of


sartorial elegance goes back over 200 years and is respected the world over,” says Robin. “Every tailor is unique and all are part of the Savile Row family.” Stewart agrees. “A Savile Row


suit will last a lifetime. I was once talking to Michael Skinner, Chairman of Dege & Skinner and he opened up his suit jacket and proudly showed me the label dating back to 1975. It looked as good as if it had been made yesterday.”


became a British sovereign, gin became a fashionable drink in London. So much so that 7,000 gin shops rapidly opened across the capital in the 18th century. When a gin tax was imposed, there was rioting in the streets and the duty was later reduced. Gin is still a vital part of Brand


UK, just like Savile Row. “So highly regarded is this street around the world, that in Japan a suit is apparently referred to as ‘Sebiro’,” reveals Robin Dutt, “a delightful accolade.” Henry Poole and other tailors have already opened branches in China and the growing Asian market. Stewart must be hoping his gin literally follows suit. He added: “The idea is to start in


the heartland in Mayfair but then appeal to people across the country and then hopefully around the world—why not?” The British Empire originally


helped spread the classic pairing of gin and tonic. In tropical colonies, the anti-malarial quinine was dissolved in carbonated water to make tonic water. For the perfect gin and tonic,


Stewart recommends combining 50ml of Savile Row Gin with 150ml classic Indian tonic water, finished off with a slice of pink grapefruit and a mint leaf. “You could almost call it tailored perfection,” he quips. “Our gin is very smooth and I believe it’s a very good sipping gin as well.”


For all purchasing and general enquiries about Savile Row Gin, email: info@savilerow-gin.co.uk or telephone 020 8238 5023. www.savilerow-gin.co.uk


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