Luxury shirtmaker 100Hands will open its first retail store this fall at 36 Savile Row in London, with an expected opening in October. The Financial Times recognized the company as one of the Best Shirtmakers in the World in 2025, according to WWD. The opening of 100Hands' first retail store brings a globally acclaimed brand to a street synonymous with British bespoke tailoring, challenging traditional perceptions of luxury origins.
Savile Row is historically known for its British-centric bespoke tradition. Yet, 100Hands, based in Amsterdam with its main atelier in Punjab, India, establishes a prominent presence there, as reported by WWD. 100Hands' prominent presence on Savile Row creates a tension between the street's heritage and the brand's diverse operational model.
100Hands' move to Savile Row signals a broader trend: luxury tailoring's definition expands beyond local origins, embracing global craftsmanship and diverse brand narratives.
What makes the 100Hands London store unique?
The 650-square-foot 100Hands store, designed by Indian lab Studio Lotus, embraces its diverse heritage. The choice of Indian lab Studio Lotus as a design partner for the London flagship is strategic.
The 100Hands factory in India employs 435 people who create hand-tailored shirts, WWD reported. The significant scale of its Indian atelier, employing 435 people and producing shirts for a global luxury market, challenges the perception that ultra-luxury bespoke must originate from small, exclusive Western workshops.
How much do 100Hands luxury shirts cost?
100Hands shirts command premium prices, with a top-tier model reaching $1,395.00 and a Gold Line Light Blue Twill Dress Shirt at $525.00, per Old House Provisions. These figures reflect intricate hand-craftsmanship and exclusive materials, positioning 100Hands at the pinnacle of the luxury shirt market.
Savile Row's Evolving Identity
100Hands' arrival on Savile Row, with its Indian atelier and Amsterdam base, confirms the crumbling of traditional geographic exclusivity in luxury tailoring. Established brands now face competition from a new wave of globally sourced prestige.
The brand's choice of an Indian design lab for its Savile Row store is not merely entering a new market. It makes a bold statement that globalized luxury can and should proudly showcase its diverse cultural roots, challenging the monocultural aesthetic often associated with traditional luxury districts.
What is the future for luxury bespoke brands?
100Hands' arrival on Savile Row will likely inspire other international luxury brands to seek flagship presences in historically significant retail districts, further blurring geographical lines in the pursuit of artisanal excellence and market prestige. Discerning luxury consumers appear to prioritize exceptional craftsmanship and global narratives over outdated 'made in' heritage, democratizing the definition of bespoke.
