100Hands to Open First Store on London’s Savile Row

Why It Matters

The entry onto Savile Row signals a rare non‑British presence on the historic tailoring hub, enhancing 100Hands’ global prestige and exposing Indian craftsmanship to high‑end Western consumers.

Key Takeaways

• 100Hands opens first brick‑and‑mortar store on Savile Row, October 2026
• Store spans 650 sq ft, designed by Indian studio Lotus, bespoke furniture
• Each shirt involves 50 artisans, 16‑36 hours of hand work
• Prices: shirts $395‑$570; jackets up to $3,202
• Brand stocked at Bergdorf Goodman, Harrods, Mr Porter

Pulse Analysis

Savile Row has long been the epicenter of British bespoke tailoring, its cobblestone avenues housing legends such as Henry Poole & Co. and Huntsman since the 18th century. The street’s exclusivity makes it a litmus test for any luxury menswear brand seeking ultimate credibility. 100Hands’ decision to launch a 650‑square‑foot boutique at 36 Savile Row marks one of the first entries by a non‑British label, signaling a shift toward a more global interpretation of the tailoring tradition while preserving the street’s heritage. Studio Lotus’s bespoke furniture and fabric‑derived screens further embed Indian craftsmanship into the Row’s aesthetic.

Founded in 2014 by former finance professionals Varvara Maslova and Akshat Jain, 100Hands blends Amsterdam’s design sensibility with a Punjab‑based atelier that employs 435 artisans. The brand’s name reflects the 50 hands required to craft each shirt, a process that can consume up to 36 hours of hand‑sewing, hand‑rolled hems and hand‑embroidered buttonholes. Pricing—$395 for a classic white shirt and $3,202 for a cashmere jacket—positions the label alongside established luxury houses, while distribution through Bergdorf Goodman, Harrods and Mr Porter already validates its market acceptance.

The Savile Row opening underscores a broader trend of luxury brands leveraging heritage locations to amplify storytelling and justify premium price points. By marrying Indian artisanal techniques with a storied British address, 100Hands creates a cross‑cultural narrative that resonates with affluent consumers seeking authenticity and novelty. Retail analysts anticipate that the boutique will act as a flagship experience, driving online sales and encouraging other emerging luxury houses to pursue similar high‑visibility footholds in traditional markets.