Fourth & Main launch new journal and bespoke tailoring service with lavish party at The Rivington Grill

Fourth & Main are a young British brand that The Upcoming first discovered back in May 2012 (click here) and have since been featured in The Telegraph and Tatler amongst others.  The rising stars of the London menswear scene held a dinner and after-cocktail party at The Rivington Grill, Shoreditch, on Thursday to celebrate the publication of the brand’s second eponymous cultural journal and also their bespoke tailoring service: Fourth & Main Tailored.

Founders James Wright and Nikhil Adwalpalkar hosted the evening with James even treating guest to a DJ set while Gabriella Wilde, Theo Warre, Georgina Crisford and band The Alpines chatted, mingled and enjoyed a sumptuous meal from the Rivington’s menu of fine British classics. The crowd was a young, immaculately dressed milieu in keeping with the brand’s appeal, aspiring and intelligent Londoners, many with a literary bent who ensured good conversation prevailed throughout the course of the evening.

Fourth & Main launched with little fanfare back in May as a capsule collection of just 21 pieces alongside the journal. Dismissed by some as the idle fashion fantasy of two ex-public school boys, Wright and Adwalpalkar have proved their critics well and truly wrong. Within a short period they had some of the world’s hippest stores lining up to stock the line and have now launched the aforementioned bespoke tailoring arm of the brand. The in-store made-to-measure service begins with a suit costing a flat £400 plus the price of the fabric (off-the-peg  prices about £200 for a blazer) and the real gem in this is that the pieces are designed by Savile Row tailor Paul White.

The Fourth & Main Journal which was also feted at the soiree is not just your average “brand creative content” that so many churn out nowadays, with more attention to style over substance. The journal is a reversal of this: a well-intentioned magazine with a  purpose to stimulate. It features “real” journalism covering a variety of spheres from film and art & design to music and world issues, endeavouring to bring the real-life stories and global issues that affect us, whilst also acting as a platform for the nurturing of new talent.

We highly recommend you pick up your copy (free, no less) and pop in store to check out the brand’s collection next time you are in the Carnaby Street area; Fourth and Main can be found on Newburgh Street.

Click here to visit their website.

Ian Michael Turner