When Selfridges met: Smart Turnout's Philip Turner

— 14 May 2012

Menswear heritage label Smart Turnout has launched for the first time in the UK with a preppy pop up shop at Selfridges London, just in time for Father’s Day.

We talked to the founder of Smart Turnout, Philip Turner, to find out more about the signature look, the fascinating story behind the brand's beginnings and what to love about British style.

How would you describe Smart Turnout’s signature look and what makes it unique?
We are a preppy brand that brings British heritage alive, delivering classic yet fresh styling, with a dash of colour. We are not afraid to have a bit of fun with fashion, bringing a twist to traditional styles. The authenticity and history behind each piece make us unique.

You started out by making a single jumper for yourself and now your brand is worn by celebrities. What is the secret to your success?
When I started Smart Turnout I envisioned the company to be about precision, quality and fine craftsmanship, all of which I attribute to British style. I wanted to develop clothing and accessories for men, which epitomised these details.

When Selfridges met: Smart Turnout's Philip Turner

How would you describe the quintessential Smart Turnout man?
A stylish man, who is intrigued by the idea of ‘Britishness’. He finds the British heritage and lifestyle both aspirational and appealing and looks for a fresh take on the classics. He always has an eye on the latest trends and mixes styles to achieve his own unique look. He wants the authentic item so comes to Smart Turnout.

How has your military background as a Scots Guardsman influenced your designs?
In the military there was always the importance of accuracy and attention to detail and this is borne out in the way we use the colours and the quality of the merchandise. There has also always been the desire to use British Manufacturers.

Why did you choose Smart Turnout, a military term, as your brand name?
I chose the name because it had the regimental connection and it made the point about being well-dressed, which is what we are all about.

The name actually comes from a regimental term pertaining to being on parade where one’s ‘turnout’ is paramount, which means always having a smart appearance. With this comes certain standards around trouser creases and polished boots, though of course at Smart Turnout we are much more relaxed about the requirement to iron creases into trousers!

When Selfridges met: Smart Turnout's Philip Turner

What do you love about British style?
In Britain I think we like to have fun with our style. Brits are experts at combining classic heritage pieces with modern day twists. It’s about taking trends fed through from the catwalk and making them your own. I also, love that we back British designers and manufacturers to keep our history alive.
When I think of traditional British style I think of the dapper gentleman, which carries with it that indefinable aura of sartorial elegance and class. With the likes of Mad Men and the resurgence of preppy style (which I think has a lot to do with the growing love for the British Royal family) our style is really spreading around the globe.

Tell us what we can expect from your first pop up store in Selfridges London?
An opportunity to experience the Smart Turnout lifestyle and offer the perfect father’s Day gift.

If you had to choose one of your designs for a Father’s Day gift, what would it be?
Don’t tell him! – I will give my father the military watch, which comes with four straps, so he can change them for different occasions.

Find Smart Focus in Men's Formalwear on 1 at Selfridges London.

Shop Smart Turnout online now.

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