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.”

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