Joey London x Tu
The always stylish menswear blogger styles up the new collections from Tu
If there’s one person that knows how to nail smart-casual style, it’s Joey London. Our go-to guide for all things menswear, we caught up with the London-based blogger to see how he wears Tu’s brand new Formal and Premium collections. Plus, we managed to get our hands on his exclusive interview with Tu’s Head of Menswear Buying, Seth Harrington. Keep scrolling to read it in full.
If you’re going to be seen in any jacket this winter, make sure it’s this one from Tu’s brand new Premium range. In a navy wool finish, it features a chunky borg collar so you can leave that bulky scarf in the closet at home. Take your style cues from Joey and wear simply with a charcoal tee, tailored trousers and polished boots.
When head-to-toe black feels a bit blah, try a co-ordinated tonal outfit instead. This rust ribbed knit and coffee coloured chinos duo are perfect partners… make like Joey and polish off with a pair of box-fresh sneakers. Nice.
That interview we were talking about earlier? Here is it. Thanks for sharing Joey.
How long does it typically take to get a Tu product from an idea to the final product?
“We can turnaround product in anything from four (new colours of existing products) to 12 weeks (new trend items). But for the Formal and Premium collections, we start design direction and product and range ambitions more than 11 months before launch.”
What are the stages of design for a Tu product?
“We start with design direction, where a combo of samples and initial sketch work is used to build our range ambitions, colour stories, identify key seasonal items and product categories. These are informed by market intelligence, various trend prediction sources and a robust understanding of our customer.”
“From there we produce detailed design packs, select fabrics and trims, specify fit and garment blocks and brief our manufacturing base and the buying team.”
“Samples arrive back in the office ahead of factory supplier visits, where they are refined. We’ll visit our factory base to ensure perfect execution of product. It’s then built back into ranges and distribution, sales plans and in-store delivery are agreed and signed-off with the senior management team.”
Where do you look for inspiration when designing the products?
“A wide range of sources, including prediction agencies and shopping trips across various countries, like the UK, US, Paris, Amsterdam, Copenhagen and more. We also attend agreement shows for further inspiration and fabric exhibitions are becoming more and more important to us. We use the specialist knowledge of our supply factory base, which is really key.”
“We have an increasingly strong design team within the menswear department, which has grown significantly over the last few years. As our fashion ambition has become more significant, the experience and ability of the team and how they combine effectively with the buying, merchandising and technical teams defines our success.”
Which is your favourite piece from the Premium collection and why?
“For me, it’s the borg collared wool bomber. I’m really pleased that we’ve nailed a product so clearly on-trend. And the quality is excellent at just £45, while the fit is spot-on. It’s already in my wardrobe.”
What’s your favourite piece from the Formal collection and why?
“The slim-fit British wool herringbone jacket. The fabric, fit, proportions and make-up have all been nailed. Formalwear is all about striking the right balance between these elements and I think this jacket is great example of this. Our aim across this range – as well as the Premium collection – is to deliver product that truly surprises and delights our customer and to the uninitiated, we wanted to create something they didn’t expect from a supermarket. I think we’ve achieved this.”
What’s the biggest challenge you’ve come across when designing a piece?
“Every new season, your challenge is to better the previous season, identify the product area that is critical in defining this ambition and the key item that brings this to life. It’s a challenge, but a really positive one.”
What factors do you take into consideration when choosing products for Tu?
“A clear understanding of our customer and the segmentation that each individual product best speaks to. Trend and fashion direction. A strong balance between product types. A clear iteration of our key items and product categories for the season. A coordinated delivery of new-season colour.”
“Providing a product offer that works on the basis of see now, buy now and that is appropriate for the season. Quality and value for money.”