Tom Cridland is a British menswear brand, known for its luxury handmade clothing in unique colours and celebrity following. SME caught up with Tom, the founder and only full-time employee of the Tom Cridland brand, to hear his story.
• Tell me about your company – where did the idea come from? How did you get started?
I founded Tom Cridland with a government start up loan last year. The idea was to create a menswear brand that specialised in making trousers, as I didn’t know of one. I created a vertically integrated business, selling direct to customers via tomcridland.co.uk and, as word spread, I had the honour of making clothing for the likes of Leonardo DiCaprio, Ben Stiller, Rod Stewart, Hugh Grant and Daniel Craig.
• Could you tell me a bit about your product range?
We started out specialising in trousers and we now make 14 different designs of these, all available via tomcridland.co.uk. This year, we created The 30 Year Sweatshirt and T-Shirt, garments that both carry three-decade guarantees and are part of our campaign against planned obsolescence in the fast fashion industry.
• Tell me about your clients – who purchases your products?
As I mentioned we’ve had the honour of making garments for some people I hugely respect and admire, everyone from Frankie Valli to Brandon Flowers to Jeremy Piven. We sell to customers all over the world. One of our favourite customers was even interviewed with us on CBS news - he’s called Teodor and has worn our trousers on four continents already.
• Who are your biggest competitors? What makes your company special compared to its competitors?
I don’t focus on competition at all, to be honest. We’re a small business, with a loyal and growing customer base, and I concentrate solely on our brand’s main aim: to invoke a bygone era where clothing was made with exquisite care.
• Tell me about your role – what does a typical day look like for you?
A typical day for me involves 1000+ emails to press, customers, suppliers and all sorts of amazing people who are in touch, as well as handling all other aspects of the business from website maintenance to product design. I wake up at 9am, break for dinner and often continue working till the early hours of the morning.