Tuesday, 13 December 2011

Old School Mountain Force, Clark Gable and some facts for a Tuesday

Ant & Louise produced these beauties with creative wonders Fresh Britain for prestigious Ski wear company Mountain Force. The Mountain Force guys are renowned for their old school techniques, quality and attention to detail - using traditional tools and processes that have remained the same for hundreds of years and are passed down from generation to generation... SO, to show this craftsmanship in all its glory, where better to shoot the story than Davies & Son, 38 Savile Row; the oldest independent tailor on the street that is famed the world over.

We headed down to The Row to shoot here, using a real cutter who works at Davies & Son to make sure we captured Mountain Force’s brands values. Back in 1803 when Davies & Son was established, the founder - Thomas Davies tailored for non other than Admiral Lord Nelson himself. This obviously led to a stampede of naval officers keen to order their uniforms and civilian suits at their Admiral's bespoke tailor.

By 1804 Davies & Son claimed to dress "all the crowned heads of Europe". Over the last 208 years, the leading exponents of the traditional English cut have dressed Kings, including George V, who had a private dressing room in the Hanover Street store, President Harry Truman, Calvin Klein, Michael Jackson as well as Hollywood royalty Tyrone Power and Rhett Butler himself Clark Gable – to name a few. It was the perfect choice for this brief, don’t you agree? Bet old Clark-ie wishes he had a Mountain Force jacket!

And while I'm at it, why not. I've got a fact for you... In Japanese, a western - style suit is called "sebiro (sey-b-row)" taken directly from the street name. Bet you didn't know that!

Where: Davies & Son, Savile Row, London
What: Mountain Force
Who: Authentic Savile Row Tailor
Creative: Fresh Britain

For more images from the shoot see www.theproductionfactory.com


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