Are you local - Ashworth & Bird

Just because you live in the provinces, it doesn't mean you don't know how to dress well; every stylish bloke in the country's many satellite towns needs somewhere to go to cop the latest garb. Mercifully, there are plenty of menswear boutiques providing up-to-date clobber, meaning you don't have to travel into Liverpool or London or Newcastle or Cardiff to get it. Sir! sat down with Harrison Clews from Ashworth and Bird, a premium menswear store operating in Reigate and, by appointment only, in St Helier in Jersey, to discuss the how, the why, and the what's next for provincial menswear boutiques.

Sir! What are the challenges of running a menswear boutique?

HC Keeping things fresh without losing focus. Trends come and go, but we always try to stay true to what Ashworth and Bird stands for: well-made, stylish clothing that lasts. It's about striking the right balance between classic and contemporary, and ensuring we're always offering pieces that feel right for our customers. One of the biggest challenges is buying. When you're working six months in advance, accurate forecasting is crucial, and that's become increasingly difficult over the past few years. Economic uncertainty, shifting customer behaviour, and the ripple effects of global events all make it that much harder to predict what people will want and when. And it has certainly made us more considered and more flexible. But it definitely keeps us on our toes.

Sir! What are young men buying in 2025? What are the big brands and trends?

HC The trend that we're seeing among younger men right now is a shift towards relaxed, oversized fits, wider-leg denim, boxy tees, looser knitwear, generous outerwear. There's a clear reaction against slimmer fits. Our core customer isn't necessarily super young, but we're actively working to bring this aesthetic into the store in a way that feels right for Ashworth and Bird with brands like Les Deux, a Danish label. Later this year, we're also introducing CP Company, which brings in a slightly edgier, technical feel. Both brands help us appeal to a younger, more trend-aware customer, someone looking for something fresh, but still well made. There's a growing awareness of the value in a well-made garment: not just in the comfort and the fit, but in the longevity. Instead of repurchasing from fast fashion brands every six months, they're choosing pieces that are built to last, and made just for them.

Sir! Finally, what are your plans for the future?

HC To keep evolving. We've recently expanded the Reigate store to offer two floors of menswear, with a dedicated space for our custom service, and we are continuing to build on that. We're always looking to introduce new brands that align with our values and help us serve both our loyal base and a new generation of customers. With an increasing number of independent stores closing around the UK, the landscape is definitely changing. While that's not something that we celebrate, it does present us with an opportunity. We're in a strong position to take market share and continue growing, with the aim of becoming the go-to menswear destination in Surrey. We're also continuing to develop our online presence, but the heart of what we do will always be in-store.

Sir! What made you want to start Ashworth and Bird? How did it all begin?

Harrison Clews Ashworth and Bird began with a simple idea: to bring premium menswear to Reigate, combining the best international brands with great personal service. We already had other businesses in place and strong relationships with many of the brands we wanted to stock, so we were confident it could work. Reigate has always been a town we've loved. It's full of character and has a strong community and a real appreciation for quality. We knew it was the kind of place that would respond well to a shop like ours. We opened our doors in 1999, and while the business has grown since then, our focus remains the same: to help men look and feel their best, whatever the occasion.

Sir! How do you find running a menswear boutique outside of a major city?

HC There's something really rewarding about being rooted in a town like Reigate. We've built long-standing relationships with customers, many of whom we've dressed for major life moments. Without the support of the local community, we simply wouldn't be where we are today. We genuinely appreciate the trust our customers place in us, and it's a responsibility we don't take lightly. It's a really special thing being down the pub or out for dinner and spotting someone wearing something we've made, whether that's a custom jacket, shirt, or suit, or just a great piece of casualwear picked up off the rail. That sense of recognition and community never gets old. It's those small moments that remind us why we do what we do.

Sir! Do you have people coming out of London to you?

HC Yeah, definitely. Reigate's strong commuter links mean we do see customers coming from the capital, and further afield, especially for our custom service. And since COVID, with more people working from home or relocating out of the city, we're seeing more men around town during the week. That's only strengthened our local ties.

Sir! How have you found the switch to online, do people visit the store less and shop more online? Or is there a kickback towards actually seeing and feeling the clothes in person?

HC Online has definitely grown, and we're glad to offer that option, it's a convenient way for customers to browse and buy, especially if they've shopped with us before. But we're also seeing a real return to in-store shopping, particularly when it comes to tailoring or premium pieces. Being able to try something on and walk out in it is an understated feeling which can't really be replicated online. People want to feel the quality, check the fit, and get advice from someone who knows what they're talking about. We believe physical retail has a strong future, as long as it offers something more personal, considered, and enjoyable than just clicking a button.