First Stitch: Drake & Hutch

Peter George McGuiness launched Drake & Hutch in 2010 shortly after graduating and while working for men’s formalwear brand Charles Tyrwhitt. He spent three years developing the fit and feel of the underwear and officially launched the brand to the trade in SS14.

Lingerie Insight: How would you describe your first collection?

PM:
We launched with a limited edition hunting-themed range of which only 500 garments were made in each print. The SS15 range features a collaboration with British-based design students showcasing their individual talents and design inspirations.

LI: Who are your target customers?

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PM: Drake & Hutch is aimed at the luxury market; our customer is willing to pay a little more, but still expects good value.

LI: What is your price range?

PM: Our year-round prints retail at £20 while the exclusive limited edition prints retail at £22.

LI: Where do you manufacture?

PM: We invested a large amount of time working with and trialing different factories all over the world before deciding on a small family-owned factory we found in Portugal. They stood out as being far superior in terms of quality and consistency compared to anyone else we found.

LI: Where are you stocked?

PM:
We launched in just two boutique stores, Boudoir Blush in Winchester and Lollipop in Rossendale along with our own transactional website.

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