Savile Row Bespoke, the consortium of tailoring businesses on the famous London street, is trademarking its logo (pictured) to extend its use as a mark of authenticity.
The identity was created in 2004 by The Chip Factory. It has since been pressed into service by tailors to prove they follow certain rules of suit manufacture, as well as residing on Savile Row or neighbouring Conduit Street, Old or New Burlington Street and Sackville Street in London W1.
‘In the past three years SRB has started to look at how it has this fantastic brand, Savile Row, that needs to be protected and promoted,’ says a spokesman for the group. ‘Trademarking the shears is a step towards this.’
Various options for use of the shears after trademarking are being discussed, including using it on the lining of suits.