By  on April 21, 2008

LONDON — Start London, the small clutch of East End boutiques, has made a name dressing the city’s hip music, media and artsy crowd. Now, it is smartening up, catering to a more refined set with the launch of Start Tailoring, a formal men’s store based in the Shoreditch neighborhood of East London.

The new store bowed last week, and co-owner Philip Start described it as Shoreditch-meets-Savile-Row. “We’re demystifying [bespoke tailoring] with a comfortable, luxurious shop. All our suppliers also supply Savile Row.”

Start London began as a multibrand boutique on Rivington Street in 2002, founded by partners Philip and Brix Start. The store subsequently became a cult destination in the area, selling luxury denim alongside designer brands including Chloe, Earnest Sewn and Miu Miu, with an emphasis on personal service.

By 2005 the Starts had added men’s and women’s boutiques on the same street, and launched an online complimentary e-tail service in February 2007.

This year the brand unveiled its own branded Start men’s tailoring and rtw, Mr. Start, for a total of four stores. Start said it was the popularity of the Mr. Start men’s offering that inspired a separate stand-alone store.

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