To those who prefer their clothing brands to be old and storied, Lord Willy’s may sound like a silly name. It is a silly name, and deliberately so – the downtown New York store was founded by Alex and Betty Wilcox to try and bridge the super-serious tailors and the rock ‘n’ roll hipsters. Sartorial but silly, that was the idea.
So what is there to like in the more serious store? Well, most of the shirts are made to order, in terms of fit. There is a large range of designs, with a distinctive spread collar and trademark coloured buttons, but each order is made to a customer’s specific measurements.
Don’t let narrow trousers put you off though. The jackets are not super short; the lapels are not skinny. Alex is fully capable of boring you for hours on how these proportions can be messed up – and how so many designers got it wrong when they copied Thom Browne’s shrunken suit.