A Plymouth bridal boutique is expecting a bumper 2020 after the success of TV’s Peaky Blinders has had an unexpected knock-on boost for men’s tailoring.
Prudence Gowns, in the Keyham area of the city, said there has been a huge demand for men’s three-piece, tweed, checked suits, for wedding parties and even daily work wear.
And the trend has been fuelled by the hit 1920s-set TV gangster drama, with its star Cillian Murphy, and other cast members, resplendent in stylish heavy fabrics, worn with boots, baker boy flat caps, and watches on chains.
It has meant huge interest in the suits sold at Prudence Gowns, particularly those from designer Marc Darcy.
“Menswear is going really well,” said co-owner Sue Hobbs. “And they all want the Peaky Blinders traditional look. It’s a three-piece tweed check in all colours.
“It’s making men feel quite different, quite special. It doesn’t even have to be for a wedding. You can wear the jacket on their own too.
“Men like the pocket watch too. We don’t offer them, they are hard to get, but people look for them themselves.
“Some of them have the caps as well, one entire wedding party had that look recently.”
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She said men had been visiting the boutique from across the South West so they can be measured for a perfect fit – that personal service being one key way the business is beating the threat of online retailing.
“Everyone still wants to get married,” Mrs Hobbs said. “And they think of Prudence Gowns. We have 300 wedding dresses here and five individual fitting rooms. You have to be measured really, you don’t want to order and get it wrong.
“And every lady wants to feel like a princess for her wedding.”
What is Peaky Blinders?
In case you have been living in the vicinity of Proxima Centauri for the past decade, Peaky Blinders is a hit British crime drama TV series created by Steven Knight and starring Cillian Murphy (pictured) and Helen McCrory.
It premiered on BBC Two in September 2013 and is mainly set in Birmingham, where it follows the exploits of the Shelby crime family in the aftermath of the First World War.
In the show, now stretching over five series, dangerous Tommy Shelby leads the Peaky Blinders criminal gangsters while trying to outwit Chief Inspector Chester Campbell.
The programme has been praised for its writing, acting, visuals, and cinematography, and it has been credited as having a major influence on men's tailoring.
Mrs Hobbs and business partner Laura Lewis bought the 38-year-old Prudence Gowns business for an undisclosed sum in late 2019, after having worked at the boutique for about 10 years.
The business was actually founded in 1982 by Pat Trevarton. She sold it to Sonya and Richard McKay in 2008.
Now the largest bridal store in the South West it stocks frocks from leading designers such as Justin Alexander, Emma Bridals, Maggie Sottero, Mori Lee and Sottero & Midgley.
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In addition to brides’ and grooms’ outfits, there is a growing demand for mother-of-the-bride dresses, prom clothing for boys and girls, and evening wear.
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Mrs Hobbs and Miss Lewis, who employ three staff, said making the step up from being employees themselves, when the Trevartons decided to sell, was too good an opportunity to miss.
“We love the job and its a good business,” said Mrs Hobbs. “And we want to grow it.”
Miss Lewis added: “The shop has been here for more than 30 years, people know its name. And we’ve had girls come here for prom dresses who are now coming in for wedding dresses. Sue and I have invested 10 years of our lives in into this.”