Page 26 - May2021

Brilliant

Britishness

From humble beginnings in the West
Midlands in 2001, Luke 1977 has developed

into a leading contemporary menswear
brand with a global following. Here, RLI
sits down with Managing Director Simon
Poole to speak about how the company has
evolved in its two decades of operation and
what the future has in store.

ounded by Luke Roper, the company is a practical
interpretation on modern menswear and draws
strong influence from its native Birmingham.
FThe idea behind the business is to put a
fashionable twist on any men’s garment but without
over designing to retain a contemporary
masculine style.
The brand currently operates 14 UK
stores that are situated all across the
British Isles and its products are
also available at multiple stockists
around the country.
“The shifting sands of bricks-
and-mortar retail over the
past few years has meant
we have been continually
reviewing our strategy as
it is continually changing,”
explains Simon Poole,
Managing Director of Luke
1977. “Despite Covid-19
halting our projects for a
time, we are still pressing
on with new sites as we
look to expand and grow
the brand.”
Throughout the
pandemic the business
received fantastic
support from the British
Chancellor and they used
the government support
to ensure they did not
lose key staff. During
these difficult months,
Luke 1977 took the
opportunity to conduct a
top to bottom review of
costs whilst reviewing its
hours of opening, payroll,
staff support and made
the necessary changes
to adapt to the new
environment the retail
world found itself in.