Heading up Savile Row tailoring house, Norton & Sons, and the award-winning Mayfair label E.Tautz, Patrick Grant’s fashion credentials are through the roof. We meet him to discuss his meteoric rise.

The E. Tautz flagship store on Duke Street is immaculately laid out. Warm, wooden alcoves and shelves displaying the brand’s selection of ready to wear pieces interrupt stripped back white walls. The huge window at the front of the store lets the last of the afternoon light flood into the ground floor room, which has more in common with an exhibition space than your average menswear shop.

Downstairs, a centrepiece table dotted with mottled glassware and assorted books is flanked by a sofa and deep armchairs – into which Patrick Grant, creative director of E. Tautz and its parent company, bespoke tailor Norton & Sons, falls into. Lining the walls around us are rails showcasing Tautz’s more formal collection.

“I’m very fussy about the shapes of rooms,” says Grant, taking in the space. “It’s such a beautiful shop; the proportions are very good. Both upstairs and downstairs felt good.”

Grant’s obsession with aesthetics is not surprising. While studying for an MBA degree at the University of Oxford’s Saïd Business School in 2005, Grant went about purchasing Savile Row institution Norton & Sons. In the decade since the sale, he has turned the ailing tailor and its subsidiaries (E. Tautz and Hammond & Co., stocked in Debenhams) into some of London’s most significant menswear brands, eschewing what is ‘trendy’ for something more rooted in tradition. “There’s a simplicity in what we do. It’s about cut, it’s about the silhouette, it’s about fabric; it’s not about embellishment,” says Grant, nodding at the crisp, clean lines of the clothes behind him.

With no fashion background to speak of, Grant took a gamble on Norton & Sons. “I’m one of those people who thinks he has a good idea and backs it,” he says, before explaining: “Norton’s was in bad shape and I was confident that we could improve it in pretty much every way.”

Initially encouraged by Japanese department store Beams to bring out a Norton & Sons ready to wear line, Grant decided to resurrect E. Tautz instead, feeling that the Tautz line was “more appropriate” for off the peg clothing. The brand’s first collection was released for Autumn/Winter 2009 and counted Beams in Tokyo, Harrods and global online retailer Matches as early buyers. Since then, Grant notes that the brand has had “its ups and downs” – but now with a permanent base in Duke Street, it is settling into its own skin. “We’ve now started to understand who we are and be confident in who we are, which is nice because it has taken six years to get to that point. It just takes time.”


The rise of E. Tautz has coincided with an increasing focus on British menswear, helped by the growth of London Collections: Men – the British Fashion Council (BFC) initiative to highlight emerging and longstanding British menswear designers.

“Now, you’ve got great brands like Burberry, McQueen and Tom Ford showing in London, but there’s still enough of the interesting, emerging stuff. With the BFC/GQ Designer Menswear Fund (which E. Tautz won in 2015), NEWGEN, Fashion Forward and Fashion East, London has managed to build a platform and a pipeline that supports and nurtures talent.”

Britain’s history of producing quality menswear is something that appeals to an international audience, evidenced by E. Tautz re-launching in 2009 after significant interest from the Asian market. “The clothes certainly have a British sensibility to them, but they’re not traditional British clothes. We use British cloths and British knits – they look a certain way and there’s a certain handle to them,” he explains. “British clothes feel more engineered, more substantial. That is something that E. Tautz takes from the heritage of British menswear.”

SS15 E Tautz at London Collections: Men, June 17th 2014

So what next for Grant and Norton & Sons? “We’re a small business still,” says the designer. “It’s not a huge team. I’m split between Norton & Sons, E. Tautz and Hammond & Co.; and now Cookson and Clegg, which is the factory we bought earlier this year up in Blackburn. We’ve really got a lot to do.”

For now, Grant’s focus is on continuing to produce successful collections for his customers. “We’re just trying to get two good men’s collections out a year – and the non-seasonal product that is increasingly a part of what we do. That’s a lot of work.”

With Grant’s brands developing a significantly larger presence each year, one imagines there’s a lot more work to come.

E. Tautz, 71 Duke Street; Norton & Sons, 16 Savile Row.