NEWS CHANNEL
Published: 27/08/2008 00:00 -
Updated: 23/02/2010 13:35
Tailoring may been seen as one of the most archaic of professions. But reporter JESSICA CUNNIFFE discovered that the traditional trade is still thriving in 21st century Milton Keynes.
(media 720)
As soon as you meet Geoff Souster, he has the measure of you.
The experienced cutter at the helm of Woburn-based business Souster and Hicks literally sizes up his customers - determining their proportions and thus which styles will flatter them - before he embarks on the art of 'building' them a suit.
This talent is testament to his 'eye', which, after 40 years as a tailor and 30 years running his own business, is as sharp as the needles he uses.
After all, this is the man who made Lenny Henry's colourful suits, Bob Monkhouse's suave garb and more recently crooner Michael Buble's get-up. He has also clothed Eric Morecambe and celebrities still make up five per cent of his market.
But the dapper Lutonian wants to defy the stereotypical image of tailors only catering for the rich and famous, while preserving their reputation for sartorial elegance.
Geoff left school at 15 and began a long apprenticeship before attending the London College of Fashion. Later he became the youngest ever National President of the Federation of Merchant Tailors.
He has now been based in Woburn for four years and lives above the shop with his wife Laura, a tailoress with 40 years' experience. His sons Wes and Scott work alongside them in the picturesquely situated shop.
Semi-bespoke suits start at £695 - meaning they are cut by computers - but you will pay double to have the whole thing hand made.
Despite these prices, Geoff denies that his is a dying trade, even in the face of the credit crunch.
Though the number of shops has diminished - 150 years ago there were four tailors in Woburn alone and now there are only a handful in the county - business is increasing.
In fact, it is new technology which is keeping the old profession alive. Since the advent of the internet, 20 per cent of the firm's business has come from online searches.
Their premises are more of an attraction than a shop, and going there is more like an event than shopping. For some it is that it is like a sweet shop of sophistication, where the mint humbugs are the luxury pinstripe material and the jars of colourful sherbets are the array of silk linings.
"We are still busy even though there's this problem with the economy," said Geoff.
"Part of the fun of having something made is you come to design it.
"We get people of all different ages and we get some real characters.
"People's perception is that it's going to be old fashioned like Savile Row sometimes seems.
"We even have three ladies who fly down from Scotland. They couldn't find this quality of cloth off the peg."
In an age of homogeneity, Souster and Hicks crafts uniqueness.
"Every suit is different," Geoff said. And every day is devoted to the pursuit of creating sartorial perfection.
"I am cutting and fitting all the time," said Geoff.
"We usually have about ten suits on the go and each one is very time consuming, about 40 to 50 hours' labour.
"Sometimes I've been in here at 4.30am, when the sun's coming up.
I love the cutting and the designing.
"See a man being dragged in here for a suit for his niece's wedding - I love those customers because they're a challenge."
And while many people's ambition is to have their name up in lights, Geoff's pride comes from knowing his will be inside the clothing of well-dressed people for years to come.
"I don't think I will ever retire totally. I will still always want to cut. I love making people look good."
(media 720)
As soon as you meet Geoff Souster, he has the measure of you.
This talent is testament to his 'eye', which, after 40 years as a tailor and 30 years running his own business, is as sharp as the needles he uses.
After all, this is the man who made Lenny Henry's colourful suits, Bob Monkhouse's suave garb and more recently crooner Michael Buble's get-up. He has also clothed Eric Morecambe and celebrities still make up five per cent of his market.
But the dapper Lutonian wants to defy the stereotypical image of tailors only catering for the rich and famous, while preserving their reputation for sartorial elegance.
Geoff left school at 15 and began a long apprenticeship before attending the London College of Fashion. Later he became the youngest ever National President of the Federation of Merchant Tailors.
He has now been based in Woburn for four years and lives above the shop with his wife Laura, a tailoress with 40 years' experience. His sons Wes and Scott work alongside them in the picturesquely situated shop.
Semi-bespoke suits start at £695 - meaning they are cut by computers - but you will pay double to have the whole thing hand made.
Despite these prices, Geoff denies that his is a dying trade, even in the face of the credit crunch.
Though the number of shops has diminished - 150 years ago there were four tailors in Woburn alone and now there are only a handful in the county - business is increasing.
In fact, it is new technology which is keeping the old profession alive. Since the advent of the internet, 20 per cent of the firm's business has come from online searches.
Their premises are more of an attraction than a shop, and going there is more like an event than shopping. For some it is that it is like a sweet shop of sophistication, where the mint humbugs are the luxury pinstripe material and the jars of colourful sherbets are the array of silk linings.
"We are still busy even though there's this problem with the economy," said Geoff.
"Part of the fun of having something made is you come to design it.
"We get people of all different ages and we get some real characters.
"People's perception is that it's going to be old fashioned like Savile Row sometimes seems.
"We even have three ladies who fly down from Scotland. They couldn't find this quality of cloth off the peg."
In an age of homogeneity, Souster and Hicks crafts uniqueness.
"Every suit is different," Geoff said. And every day is devoted to the pursuit of creating sartorial perfection.
"I am cutting and fitting all the time," said Geoff.
"We usually have about ten suits on the go and each one is very time consuming, about 40 to 50 hours' labour.
"Sometimes I've been in here at 4.30am, when the sun's coming up.
I love the cutting and the designing.
"See a man being dragged in here for a suit for his niece's wedding - I love those customers because they're a challenge."
And while many people's ambition is to have their name up in lights, Geoff's pride comes from knowing his will be inside the clothing of well-dressed people for years to come.
"I don't think I will ever retire totally. I will still always want to cut. I love making people look good."
