Guide London

Known for their smart tailoring and quirky details, Guide London is the perfect blend between timeless sophistication and playfulness. Pick a colourful, eye-catching shirt to stand out from the crowd, or invest in a unique clean-cut suit, whatever you need, it’s all here at Accent Clothing! 

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58 Items
Per Row

The year was 1973, inflation and economic hardship had hit, and like many others, Guide London Founder Isaac Benson had fallen on hard times. With a borrowed £70, Isaac bought some fashionable knitwear from a local wholesaler. His uncle, owner of a little shop on Toynbee Street, allowed him to sell his wares outside his shop. He also traded on a local market, and after much persistence, started to make a name for himself. 

This success allowed Isaac to open his first shop; he initially traded under the name ‘BRUTE’, offering a full range of menswear. Unsatisfied with his wholesalers, he moved into production with a business partner. The first collection, composed solely of cardigans and jackets, was well received. As a result, BRUTE moved away from retail and towards wholesaling, adding more products to the range and supplying high-end clients in London. A rebrand saw the introduction of the 'Guide London' name. 

In 2004, Isaac bought out his business partner and reformed the brand with his sons, Jack and Richard. The focus was now design—the Guide London we know and love was born.