Liberty makes major investment in menswear revamp

Liberty has made the biggest investment in its 142-year history in a revamp of its menswear department, which will be unveiled on 1 August.

The make-over of the menswear department on the lower ground floor of the iconic London store includes an extended space (revealing historic features) and the introduction of a new specialist barber, Ruffians, and some 20 new brands. It is the first time in 10 years the department has been revamped.

Liberty worked with design practice Daytrip, which has previously worked with designers Gareth Pugh and Nicholas Kirkwood, on the new space which takes its inspiration from founder Arthur Lasenby Liberty's vision of an emporium with items displayed in comfortable surroundings.

The environment is modelled on an "eclectic home" with rooms centred around fireplaces and decorated with art and objet. Textile designs from Liberty's famous print archive will be used on tapestries and drapes while the space will also include more than 60 vintage rugs sourced from around the world by Liberty London rug expert, Bruce Lepere.

Artist Julie Verhoeven, famous for her collaborations with Gucci, Louis Vuitton and Marc Jacobs, has been commissioned to create a mural that will span all of the pillars of the Central Designer Gallery, while a previously unused staircase will provide direct access to the department from the Great Marlborough Street entrance.

"[...] the space will be transformed into a celebration of all that is special about Liberty London in a comfortable, refreshed environment which has been designed for our loyal tribe of Liberty London men," said buying director Gina Ritchie of the project.

Laura Robertshaw, who joined Liberty from Harvey Nichols at the start of the year, has refocused the department's buy and curated an "intelligent wardrobe" for the Liberty London man. "In this day and age stores run the risk of carrying the same selections from identical brands. Customers are excited by newness, diverse brand offerings and considered buys that serve up something different," she said.

"I have carefully curated our current brand offer while introducing over 20 new ready to wear and accessories brands to intrigue and excite. Our new T-shirt gallery will house exclusive collaborations and the whole floor will include new designers, bringing the unexpected back to the Liberty London menswear department," Robertshaw said.

The new space will house a refreshed denim department, offering styles from key denim brands including Edwin and Acne Studios as well as a new Japanese area with cult brands such as Fabric, FDMTL, and KAPITAL. The new T-shirt gallery featuring brands Strangers, Maison Labiche, MKI and Remi Relief who will each be creating exclusive styles for Liberty London. New Parisian labels, Harmony and Études, will also be added to the emporium’s contemporary offering.

Major international brands, including Dries Van Noten, Thom Browne, and Balenciaga, will be housed in the Central Designer Gallery. New additions will include Matthew Miller and OAMC, and the return of Marni and Helmut Lang alongside department stores exclusives, Helbers and Ten C.

In the Collector’s Room, accessories will be displayed in large uncased vintage cabinets. A new addition will be jeweller James Tanner, whose designs are handmade in London. The Collector’s Room will also have a dedicated Liberty London menswear space, alongside vintage accessories curated by Stelios.