By  on June 29, 2007

LONDON — Richard James has opened a second store in Mayfair — a men's bespoke tailoring boutique with a peacock's flair.

The 1,100-square-foot unit is at 19 Clifford Street, right across the street from the tailor's first store at 29 Savile Row.

The new store is smaller than his Savile Row unit, which will continue to carry the Richard James ready-to-wear collection. The latest store also specializes in bespoke and made-to-measure clothing.

"The store is really a celebration of what we do, and for the first time we're able to show off our fabrics — we have thousands of English mill exclusives," said James.

The new store also is showcasing small, one-off accessories such as monogrammed cashmere socks, handmade shoes, silk dressing gowns and cuff links. "The world is so full of available luxury, we wanted to showcase the work we're doing with artisans," he added.

The decor is drenched in color — from the delicate lilac walls and carpeting to the dark, stained oak floors and the punchy lime green sofa and bronze fixtures. "We wanted to go in a different direction from the bright, white shop with stainless steel fittings," he said. "That's so last century," James added with a laugh.

Along one wall is a dark wooden showcase packed with James' bespoke fabrics in a rainbow of light and dark hues. Shoes are displayed in framed showcases along the wall.

The space, which covers a total of 3,700 square feet, originally was built as a tailor's shop 160 years ago and was used for that purpose until the late Nineties.

The retail part is on the ground floor, while the first floor houses offices and a small showroom for wholesale clients such as Barneys New York and Bergdorf Goodman.

James said he'd been looking for a specific space to house his bespoke business, which is growing. About 15 to 20 percent of the business is now bespoke and made-to-measure — and James said his clientele is getting younger.

"Twenty or 30 years ago, bespoke was so expensive. It's come down in price since then — to about 3,000 pounds, or $6,000 [at current exchange] — which is still expensive, but today there's better value for money," he said.The shop opening comes in James' 15th anniversary year on Savile Row. The tailor will mark the occasion in September, when he also will launch a second men's cologne.

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