THE STORY

DAKS or Simpsons as it was known in the early years, has been renowned for impeccable suiting and tailoring craftsmanship since the late 19th Century, known for its high quality, wide choice of fabrics and remarkable service.

It all began in 1894 when Simeon Simpson, aged just 16, set up a bespoke tailoring business in the hub of the garment district on Middlesex Street, London, going on to be the first in the industry to mass produce high quality suits.

In 1930 Simpsons went on to provide first-rate military uniforms for Officers in the Army, Navy,  Royal Airforce and Women’s Services and built relationships across the sporting sectors of tennis, golf, motor racing, football as well as providing attire for the British Olympic team in 1960.

1932 saw DAKS revolutionize the design of trousers with the invention of the self supporting waistband, bringing major change to the men’s tailoring industry in Britain.

DAKS always had strong, creative advertising campaigns, promoting their high quality and un-rivalled range of suits, as can been seen from the selection of wonderful archive images below from across the decades. Starting in the 1930’s, the campaign illustrates how imperative it was for men to be well dressed, highlighting the outstanding tailoring and suiting DAKS offered.  Gentlemen were advised how to find that perfect fitting suit, whether a country classic or a contemporary two piece.

“A man’s clothes say so much about him that few of us can afford the arrogance of dressing badly.”

DAKS has always prided itself on its ‘High Quality’ and for many years used the caption “One look tells you it’s DAKS.” Today the same brand values still apply and DAKS offers an array of high quality suiting and tailoring together with outstanding service, where nothing is compromised.