Gieves & Hawkes: Crafting Legacy for the Modern Gentleman 

This season, Gieves & Hawkes, the storied Savile Row house with more than 250 years of tailoring mastery, introduced Dubai’s style community to its world of quiet British luxury in an intimate and elegant way. The brand hosted an exclusive dinner at Coya Dubai, gathering a curated group of esteemed guests for an evening that highlighted the house’s heritage, craftsmanship, and evolving vision. Representing the maison was senior cutter Eithen Sweet, a key figure in shaping the contemporary identity of the brand while safeguarding the traditions of No. 1 Savile Row. Following the event, I had the pleasure of conducting an E-Interview with him to uncover the philosophy and precision behind Gieves & Hawkes’ bespoke craft.

Founded in 1771, Gieves & Hawkes stands as one of Britain’s most revered luxury houses, renowned for its uncompromising approach to bespoke tailoring and its iconic address at the head of Savile Row. Over two and a half centuries, the maison has dressed royalty, statesmen, cultural icons, and modern tastemakers, all while maintaining the high standards of British handcraft that earned it Royal Warrants from every monarch since King George III. Today, the house continues to bridge past and present, with progressive ready-to-wear collections that reinterpret classical codes for the modern wardrobe, and with more than sixty percent of their fabrics and production proudly sourced from the United Kingdom.

Yet what truly defines Gieves & Hawkes is the precision of its bespoke process. In an era where the fashion landscape shifts rapidly and digital culture reshapes the way men think about style, the house remains grounded in the principles of craftsmanship, integrity, and authenticity. This is made possible by the cutters and tailors who translate heritage into artistry, adapting centuries-old methods to the needs and physiques of today’s clientele. Among them, senior cutter Eithen Sweet stands at the forefront of the maison’s modern chapter.

To delve deeper into the world of Savile Row and the evolving identity of Gieves & Hawkes, I spoke with Eithen in a dedicated E-Interview. His insights offer a rare glimpse into the philosophy behind bespoke tailoring and the enduring relevance of craftsmanship in a rapidly changing world.

Image Source: Press Office

E-Interview with Eithen Sweet, Senior Cutter at Gieves & Hawkes

Heritage Meets Modernity

Gieves & Hawkes has been synonymous with British elegance for over two centuries. How do you interpret and modernise the brand’s heritage while still honouring the timeless codes of Savile Row?

Eithen Sweet:
“Our heritage is fundamental in all of the work we produce. Thankfully, at Gieves & Hawkes we have an illustrious history that continuously fuels the brand’s progression. I believe it is how our heritage is used that determines our evolution. You must be mindful of it and avoid overplaying or retelling the same story endlessly. When I create a bespoke commission, there are many inputs: some from the customer and others from our extensive archive of military and civilian garments.
We have a bespoke house cut that I believe correctly interprets our heritage while remaining perfectly adapted to modern times. It honours our strong military-inspired shoulder, features a lighter-weight sculpted chest canvas around a high, neat armhole, and carries broad, sharp lapels with a visually clean line from chest through waist to seat.”

The Architecture of Style

Your early fascination with design and proportion is well known. How does that sensibility translate into your cutting process, and how do you balance precision with artistry in a bespoke suit?

Eithen Sweet:
“It is a constant presence. The aim is always to create a silhouette and finish that complements the wearer. No two bespoke clients are the same, but you can maintain a consistent thread of style, starting with the Gieves house cut as the foundation.
This is always a learning process and a conversation with each customer. The relationship between cutter and client is vital. Only when all aspects of the process align, after considerable curation, can the final garment truly be a success.”

The Modern Gentleman

You dress a diverse clientele, from royalty to contemporary tastemakers. How would you describe the evolution of today’s gentleman, and what defines modern sophistication in tailoring right now?

Eithen Sweet:
“The menswear industry offers endless suggestions for how men should dress, and social media adds constant noise around presentation. It can be overwhelming and often unhelpful, consisting mostly of fleeting trends with little value.
Gieves & Hawkes creates garments for those who value timeless elegance, exceptional quality, and discreet luxury. Our bespoke suits are crafted specifically for the wearer by our team of dedicated craftspeople at No. 1 Savile Row.”

Tradition in a Changing World

With the rise of digital fashion, sustainability, and new modes of casual luxury, how is Savile Row adapting to remain relevant?

Eithen Sweet:
“Fashion and bespoke tailoring are not the same. Many have tried to merge the two, and it has rarely been successful. Bespoke tailoring carries an enduring tradition of skill and craftsmanship, passed down from master to apprentice for hundreds of years.
What keeps Savile Row relevant is the consistency and quality of what we produce. The craft is inherently sustainable, and our skill base allows us to adopt new materials, cuts, and techniques when needed, particularly here at Gieves & Hawkes.”

Crafting the Future

From apprentice to mentor, your journey reflects the importance of training in bespoke tailoring. What advice would you give emerging tailors hoping to carve their path in luxury menswear?

Eithen Sweet:
“It takes a long time to learn these skills because everything takes time to make and cut. Ambition, dedication, and patience are vital. An apprenticeship can take three to five years, followed by another five to gain experience in your role.
Right now, bespoke tailoring has never been more prepared to secure its future. Apprentices are essential to the craft. Their training preserves the next generation of tailors and cutters, bringing new energy and ideas to the trade. My team and I are proud to support and nurture this talent.”

In a world increasingly driven by speed and fleeting trends, Gieves & Hawkes stands as a testament to the enduring value of craftsmanship, character, and quiet luxury. Through the words of senior cutter Eithen Sweet, it becomes clear that true tailoring is not merely about clothing but about preserving artistry, nurturing talent, and shaping silhouettes that will stand the test of time. As the house continues its legacy from No. 1 Savile Row to global moments like the dinner at Coya Dubai, it reaffirms that elegance is not reinvented; it is refined, restored, and passed forward with purpose.