A SPECIAL RELATIONSHIP

Here at DAKS, we have maintained a relationship with the H.M Armed Forces since supporting the workers as they went to help in the war efforts. In commemoration of 100 years since Britain joined WW1, we try to give you an understanding of this relationship.


The inception of the Simpson Services Club in 1939 at the DAKS Simpson Piccadilly store was the beginning of the strong relationship between DAKS and the armed forces. A meeting centre in London with honouree membership for officers of both sexes grew to over 10,000 during the wartime. Set-up with the intention of building up goodwill and friendship, it held numerous luncheons in honour of the fighting forces of Great Britain, the Dominions and every allied country, becoming world famous.

Offering anything from a bath to food and drink, the club was also used by the officers when they came to order their uniform. An official outfitter for the officers of the H.M Forces and Women’s Services there was a dedicated services department on the 5th floor and over 400 agents across the country. Uniforms were hand tailored whilst still meeting every regulation detail. There was also an offering of full equipment and all the accessories needed whilst on active service.


Here at DAKS, we have maintained a relationship with the H.M Armed Forces since supporting the worke
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