Founded in 2010 by a group of four young, talented creatives, Chris Gove, Luke Stenzhorn, Olivia Hegarty and Jake Sorkin Percival have just embarked on their biggest mission yet, opening up shop on Berwick Street, Soho, in East London. Percival puts emphasis on British-made quality workmanship, timeless styling and clever detailing over trend-led, disposable fashion. The brand’s cuts are more of a tailored fit in order to set it apart from the current flurry of ‘heritage’ led brands, often trying to use playful/contrasted linings, buttons and unexpected colours for an undertone of the eccentric British gentlemen. I sat down with the collective to find out a bit more about the store.

JAMES OLIVER / Can you please talk about the catalyst for beginning Percival? How was the label born?

PERCIVAL / Percival was born through a combination of owning a sewing machine and never being 100% happy with the fabric and fit of mainstream menswear.

JO / What is the concept of the label, and how has Percival grown and evolved over time?

P / Percival puts emphasis on quality workmanship, local production and lasting and considered design.

We have established signature pieces that we redesign and evolve details of every season, now that we have our basics down we enjoy the challenge of balancing the experimental with the everyday. Every season that passes we get to know our customer in more detail and understand the boundaries that can be pushed.

JO /  Can you talk about how significant the opening of the new store in Soho is to the story of the label?

P / It’s a culmination of natural growth and experience at retail. We’ve had 5 popup shops and now want to create a permanent home for the brand. We want to create an experience and give the brand context for customers. It’s also about having constant contact with our demographic and builds stronger relationships.

JO / One element that stands out for the store fit out is the project with The Sculpture House, can you walk us through the relationship and the project with them?

P / The idea of subtly subverting something normal fits the ethos of Percival, It is a curious work in concrete, crafted in a British workshop, the design intending to reflect the characteristics of a persian rug. It is seen as a happy fit for the store in its exploration of the contact between heritage and innovation through use of material and function.

JO / How do you perceive the Soho area will respond to the store?

P / I hope we will bring a new customer to the area as much as the area will bring new customers to us. Soho already has a great community of menswear brands, and I hope we can now be part of that.

JO / What direction do you see Percival going from this point?

P / We feel we have a small but solid following of customers which we really appreciate, but it’s time to expand that base. The store should hopefully be a vehicle for this growth!

JO / Thanks for your time, and best of luck with the store.

P / No worries xxx