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If you have ever stepped into a Paul Smith store probably remembers that feeling of “cabinet of curiosities”: amongst fun objects, photographs, paintings, books etc., one can find tailored suits and smart cut pieces with his unmistakable signature of colourful stripes and irreverent print. The designer embodies the English eccentricity in a way that few others can dream of achieving. His genuine sense of humour and mischief combined with a love of tradition are the ingredients of a successful company, in business for over 40 years.
Paul’s journey began in 1970, in Nottingham, along with then girlfriend (now wife), Pauline, a fashion graduate. Inspired by art students that he met in a local pub, he opened a tiny shop and started taking tailoring classes. In 1976, his first menswear collection was presented in Paris and from there the label grew into womenswear, childrenswear, accessories, shoes, fragrances, eyewear and even rugs and china.
Everything can look mixed and uncoordinated, but it’s all part of a very consistent brand identity, whether it is an ironic campaign or a shop showcasing diverse and eccentric objects complementing the clothing.
All these elements contribute to reaffirm the Creator archetype. The influence of the art world is seen in store interiors, the prints and the use of colours, but also in the positioning of the logos, sometimes presented as if an artist’s signature on a canvas. Paul Smith is proud of his Englishness and flaunts elements such as the tailoring and the British flag, but at the same time is not afraid of experiment and tweaks classic pieces such as the suit, or plays with gender roles and social situations. His creativity has built a world that is familiar, but surprising at the same time. Could it be any cooler?