The Abercrombie & Fitch Protest

Savile Row, 9-11am, Monday 23rd April 2012


It is time to stand up for what we believe in. On St. George's Day, Monday 23rd April 2012, several hundred Chaps and Chapettes will assemble on Savile Row to protest at the proposed opening of a children's store by Abercrombie & Fitch at number 3 Savile Row.

Savile row has been the home of bespoke tailoring in England for over 200 years. It is one of the few streets anywhere in the country to remain exclusively devoted to a single trade. Allowing Abercrombie & Fitch to open a store there will irreversibly alter the character of the Row and destroy its old-world charm. We believe that there are already enough streets in London and the whole country full of global chain stores selling casual wear at inflated prices, so why should Savile Row go the same way as Oxford Street, Regent Street et al? There is already a branch of Abercrombie & Fitch on Burlington Gardens, on the corner of Savile Row, and tailors have complained of the queues of eager European tourists cluttering up the pavements and putting themselves at risk from oncoming traffic, in their excitement at the thought of buying a ladies' T-shirt saying "Who Needs a Brain When You've Got These?"

As well as housing some of the best bespoke tailoring in the world, Savile Row is an important tourist attraction, whose value will be entirely lost if Abercrombie & Fitch is allowed to open a store there. Many foreign visitors come to London to see where Beau Brummell had his waistcoats made which we are pretty certain was not Abercrombie & Fitch. There is also the issue of the store's habit of pumping cheap cologne out of its doors to entice gullible tourists in: this will affect not only the character of the Row but also its smell.

Tailors in the Savile Row area are formally objecting to Westminster Council on the grounds of this retail development being hideously out of character with the Row. David Coleridge of H. Huntsman & sons said, "The arrival of Abercrombie & Fitch at the end of Savile Row would dramatically change not just the tone but the safety of the street."

Join us on St George's Day and play your part in preventing the insiduous spread of bland chain stores into every last corner of our nation. Join us in saying "No, thank you very much, Abercrombie & Fitch - you and your T-shirted hordes have got the rest of London to play in; we would like Savile Row to remain the peaceful haven of bespoke tailoring that it always has been.

Download the above placard here

If you can't make it on St. George's Day, you can still play your part by signing our Petition