For over 140 years, Turnbull & Asser’s tailored shirts – the epitome of sartorial elegance and exquisite craftsmanship – have been favoured by royalty, world leaders, and Hollywood stars. With flagship stores on London’s Jermyn Street and in Manhattan, New York, each shirt is – to this day – made in Britain using the same meticulous skills as its Victorian founders.
With its rich legacy of craftsmanship and quiet authority, Turnbull & Asser is at the forefront of global style that lasts forever. And for the first time on African shores, the House’s master tailors will host private consultations over two days at the Cape Grace Hotel at the V&A Waterfront.
History in the making
Founded in 1885 by John Arthur Turnbull and later joined by salesman Ernest Asser, the brand is not only revered as the pinnacle of Britain’s finest menswear, but also for its ability to seamlessly merge tradition and innovation. The first store opened in London’s affluent St James’s district, and then moved to Jermyn Street, where the iconic store remains today.
In 1915, Turnbull & Asser created the Active Service Coat – a trench coat that doubled as a sleeping bag – for the British military. During the Second World War, Winston Churchill became known for his Siren Suit – a one-piece garment he famously wore to Cabinet and meetings with Theodore Roosevelt and Joseph Stalin.
His Majesty King Charles III has long been a loyal customer at Turnbull & Asser. In 1980, when he was given the power as the Prince of Wales to bestow Royal Warrants, the first one he awarded was to the luxury shirtmaker on Jermyn Street. More recently, he collaborated with Turnbull & Asser to create his Coronation shirt – a cream spun-silk shirt with hand-embroidered oak leaves and his cypher.
In 1962, Turnbull & Asser dressed actor Sean Connery in the movie Dr. No. The distinctive shirts, with their folded cocktail cuffs, quickly became a 007 signature worn by almost every James Bond actor since. Other famous clients include Pablo Picasso, Ronald Reagan, Charlie Chaplin, Andy Warhol, and Eric Clapton. Celebrated actress Katharine Hepburn also famously wore custom-made Turnbull & Asser shirts.
New Chapter
In December 2025, Turnbull & Asser appointed Roberto Menichetti as its new Creative Director, ushering in a new chapter for the House. The acclaimed Italian designer, who not only launched Jil Sander’s menswear collection, but modernised Burberry’s iconic check in the late 1990s, is known for his “essentialist” philosophy, which centres on timelessness over trends.
“Turnbull & Asser represents more than a brand; it is a living expression of British style and elegance, carefully built over generations,” he says. “My vision is to uphold and protect this tradition while introducing quiet innovations that ensure its voice continues to resonate with discerning clients around the world.” Roberto also plans to focus on innovation in fabric development and sustainable practices.
Turnbull & Asser’s bespoke shirt-making service caters to each client’s individual needs and is offered at various venues worldwide. By appointment, 18 precise measurements are taken by London-based specialist tailors, considering everything from posture to personal style. Once an individual master pattern is created, it is digitally remastered and brought to life by highly skilled seamstresses.
A selection of ties and nightwear is also available. The event is hosted in collaboration with Gaziano & Girling, renowned British shoemakers and fellow Royal warrant holders.
To book a bespoke appointment on 9 or 10 February at the Cape Grace Hotel, please email [email protected] or visit turnbullandasser.co.uk/pages/byappointment
In Conversation
As Turnbull & Asser enters a new chapter under Creative Director Roberto Menichetti, YourLuxury Africa spoke to him about clarity over trends, heritage as strategy, and engaging a global — and pan-African — clientele.
YLA: Your career has been shaped by a strong international outlook. How will this perspective influence your work at Turnbull & Asser and your dialogue with a global and pan-African clientele?
Roberto: My journey has taught me that a truly international perspective is not about imposing a global language, but about interpreting different contexts with respect and precision.
The pan-African clientele represents a particularly evolved synthesis of tradition and modernity. Turnbull & Asser embodies values that naturally resonate with this audience: artisanal excellence, moderation, discretion, and therefore elegance. My objective is to strengthen these elements, making them legible and relevant through a contemporary language that is sensitive to proportion, materials, and attitude.
YLA: You have often spoken about clarity as an alternative to the noise of trends. How does this philosophy translate into product for the modern Turnbull & Asser gentleman?
Roberto: Clarity is a form of creative responsibility. It means making conscious choices, focusing on what is essential, and building continuity on the path toward the future.
For Turnbull & Asser, this translates into products defined by balance, quality, and coherence, rather than by a pursuit of novelty for its own sake. A well-designed garment does not need to be explained or justified by a trend: it responds to a real need and retains its relevance over time.
YLA: Your experience revitalising Burberry is often cited as a benchmark. What lessons do you carry forward into this new chapter with Turnbull & Asser?
Roberto: My journey with Burberry taught me that true renewal begins with clarity of identity. When a brand carries such a strong history, the challenge is not to create something new, but to understand what truly deserves to be carried forward.
I learned to distinguish what is genuinely iconic from what has simply become habitual, and to recognise that strategic, philosophical, and aesthetic coherence is far more effective than bureaucratic or indiscriminate expansion. This approach will be central at Turnbull & Asser as well: deep respect for heritage, combined with the ability to make clear and deliberate choices.
YLA: Turnbull & Asser is a Maison with over 140 years of history. How do you approach the process of defining and interpreting its DNA?
Roberto: My process always begins with listening and observation. Archives are fundamental, but so too are people: artisans, clients, and the everyday gestures that give shape to the brand today.
The DNA of Turnbull & Asser lies in the quality of the hand, in rigour, in an elegance that is discreet and quietly confident. To modernise it means to reinforce these elements, not to interrupt them — to make the brand’s identity clear, coherent, and desirable for future generations.
