Editor’s Pick: The Chess London Story…

A fresh brand that I came across recently, thanks to the guys over at Best British Bloggers, Chess London is such a cool brand that embraces well designed, high quality, modern apparel which is built on the honoured British tradition of tailoring.

Chess London which was established in 2010, constructs its garments from high quality materials, sourced globally and finished by British tailors using traditional methods. The label has a focus on classic British tailoring, with many of the fabrics being woven in the UK, and is producing a launch collection that encompasses a range of menswear pieces for a flexible, understated wardrobe for the contemporary man.  With flashes of colour, subtle details and touches of individuality, Chess London’s launch collection looks set to become a firm menswear favourite.

Now what’s great about their approach to promoting this new range is their unique story which you’ll see being told on Twitter through ‘#clstory’ or on Facebook through photos, anecdotes and even some garage conversions, creating interest around the brand and how their story is progressing as they near their launch date.

Definitely such a great approach, because it gets us all involved, and keeps us interested in who they are as a brand, and what they represent, we become part of their growing process.

Now just incase you think these guys are small fish, Chess London has already attracted the interests of high profile brand ambassadors including Luol Deng, Basketball player for the NBA’s Chicago Bulls and Great Britain and plenty more…

The Spring Summer 2012 Chess London collection is characterised by its excellent quality, durability and wearability. It encompasses a range of menswear pieces, including suits, jackets, jumpers, outerwear and accessories.

“Chess London’s signature style is ‘detail under cover’. Our style is classic with a modern twist. We are a brand that is led by design and quality. At Chess London we appreciate classic British menswear from the eye of a modern Londoner who wants to look his best, and it’s from this contrast we draw our inspiration.”– Ali Riaz, Lead Designer, Chess London.

Follow the Chess London story on Facebook and Twitter and visit their Website: www.chesslondon.com