Quick march! To Smart Turnout’s flagship store

Smart Turnout is a men’s clothing and accessories brand with history and depth. Rather than being led by fashion, the collection follows classic British style and traditional military colours. 

Last night, Smart Turnout launched its first independent store in the stylish Princes Arcade in Piccadilly. The compact shop was full of people browsing Smart Turnout’s range and celebrating the opening, whilst attentive staff shared knowledge about the story behind the pieces. 

Every inch of the store was filled with everything from smart, thick socks and cricket jumpers to striped wallets and regimental colour-coded ties. The colour palette of Smart Turnout comes from the tradition of colours and stripes used on medal ribbons in the army. The collection of colours used and width of each stripe is determined by one of these ribbons which represent an achievement or regiment. This theme runs throughout the range, reappearing on watch straps, ties, t-shirt pockets and bag straps.

What’s unique about Smart Turnout is its history and origin which is felt in the store’s atmosphere. Owner Philip Turner didn’t plan on a career in clothing and had no history in fashion or design. Turner followed the path of his father and his grandfather before him –whose photos hang on the shop’s wall- serving their country in the British Army. Philip Turner’s first experience of clothes design was when competing in British horse racing, for which each rider is required to wear unique racing colours. Scots Guard officer Turner needed to find a jumper in the colours of his regiment, and when failing to do so, went about making one himself. Using only the finest material and made by talented craftsmen, Turner’s jumper soon caught the eye of his fellow guardsmen who all requested one. 

The high quality of the garments soon saw requests for other regimental items, socks and ties. This was the beginning of Smart Turnout, which brings British Heritage to life whilst representing the hallmarks of British style.

Hollie Bracciale

Visit the new Smart Turnout shop in Princes Arcade, Piccadilly or shop online here.