In an interview written by the folks at We Are Waterloo, our MD James talks all things Yardsmen and how we fill a gap in the market between the highs of Savile Row bespoke tailoring and the lows of what has, until now, been high street hirewear.

"Quality without compromise that doesn’t cost the earth – that’s the ethos of menswear hire business Yardsmen.

The Yardsmen team landed in Lower Marsh in June on a mission to smarten up grooms and London’s gentlemen with Savile Row standard suits at a fraction of the normal price. Since opening the team have been exhilarated by phenomenal demand for their services, which include all types of hire and ready to wear formal wear for men who want to look sharp.

Company Director James Sleater said: “It's been incredible how well we have been received by other local business and customers alike.

“We fill a gap in the market, offering Savile Row quality hire wear in an arena where one high street name has dominated, in spite of their reputation for poor quality suits and service.

©Julie Michaelson Photography

“Our most popular item is our traditional two-piece morning suit. Formal weddings have seen a huge resurgence in recent years and it's great that so many people support small independent business such as ourselves.

“I think people realise that small companies have to do things better than the traditional high street businesses and that will always be key to our success.”

James explained a little more about Yardsmen’s philosophy and its relationship with its sister company, which is based on Savile Row. He said: “The Yardsmen were a group of mill workers who opitimised class, dictating style and fashion that pushed the boundaries of innovation across the tailoring industry.

“We want to continue that tradition today, honouring the key value of the Yardsmen - quality without compromise.

“The concept came from the lack of choice and the need to offer customers an option to enjoy both a full bespoke tailoring experience, along with hirewear for their groomsmen, resting assured in the knowledge that they will all be wearing the best quality suits and hirewear available.

“We’ve invested in the highest quality suits, working alongside our master tailors who work for our sister company in Savile Row, as well as having sourced the finest cloths directly from UK mills.

“We have made a traditional suit still look relevant in terms of an updated style and have spent months perfecting the fit to ensure we have the best suits available.

“We are all hugely proud at what we have achieved.”

And now that Yardsmen is fully settled in Lower Marsh, what advice did James have for the men of Waterloo?

“I think first impressions do count. Certainly if it's for an interview or a wedding you most take care in what you wear … but fundamentally people who take pride in their appearance are usually the people who are successful.”"

This article was written for the We Are Waterloo website. WeAreWaterloo.co.uk is a community website financed by Waterloo businesses and written and photographed by a group of Waterloo enthusiasts. The aim of the site is simple - to let the world know why Waterloo is a fantastic place to visit, work and live in. They also work with partners like Waterloo Quarter to tell people about the fantastic businesses and people which make this such an interesting part of the world.