British menswear hawks eco-chic fashion
It’s no secret that the clothing industry contributes about a tenth of global greenhouse emissions. According to the United Nations Framework Convention on Climate Change, emissions from textile manufacturing will skyrocket by 60 percent by 2030, making it imperative for consumers to shun fast fashion and instead reuse clothes to maximize their useful life.
In the Philippines, 267,111 tons of textile waste are dumped in landfills each year, the solid waste management status report says.
But here’s the silver lining: More than 40 percent of consumers are willing to pay a premium for more durable products, including garments, according to a 2023 Deloitte study.
Recognizing this trend, British refined menswear brand Charles Tyrwhitt sees an opportunity to sell clothes that are tried and tested, easy to wear classics that elevate the staples consumers already own.
In 1986, an aspiring entrepreneur Nick Wheeler started his “little shirt company” in his dorm room at Bristol University in England. He called his brand Charles Tyrwhitt (pronounced “Tirrit”), which are his middle names. “People often asked me why I called my business Charles Tyrwhitt. The easy answer is, it sounded better than ‘Nick Wheeler,’” he jests. And it is a fitting tribute to his ancestor, Sir Hercules Tyrwhitt, who was slain in 1067 while defending a contested bridge in Northumbria during the Norman Conquest.
It was a series of trials and errors for Wheeler—who had “disastrous ventures” such as photography, selling Christmas trees and bespoke shoes shipped from India—before finding his space in clothing. “I dedicated the time I should have spent working on my geography degree to selling shirts—by mail,” he adds.
Since then, Tyrwhitt has been selling high-quality shirts, ties and suits at a relatively affordable price than premier brands in the market. From that single Bristol bedsit, the brand has expanded to 45 stores, including those in new markets like the United States and Asia.
Weaving sustainability
But the 38-year-old brand acknowledges the “painful truth” that the production of garments takes a toll on the planet.
“To be a business that truly matters, we must always do the right thing. It’s about making products properly and sustainably, making our business work for our people and suppliers … We’re taking a good hard look at our social and environmental impact and making changes to be better,” says Wheeler.
The brand proposition is to ensure that every product is of top-notch quality and is built to last. To reduce wastage, it integrates sustainable fibers and yarns in its production process.
Also, the special machine used to wash shirts only requires a single cup of water. In the future, the brand is looking into alternative production methods such as digital printing to be more eco-friendly. To reduce energy and water consumption, its ultimate chinos are made from non-iron and stain-resistant material.
The entire supply chain goes through constant scrutiny to make sure that it conforms to ethical standards. A product team travels to factories to ensure that no harmful chemicals are used in the production process. The team also digs deeper into the source of all materials for transparency of origin.
The ultimate goal is to establish a 100-percent transparent and certified supply chain. Charles Tyrwhitt also goes beyond what is required by auditing and inspecting component suppliers such as labels, buttons and packaging, making sure all of them adhere to ethical practices.
Together with Planet Mark, a consultancy and sustainability certification firm, the brand embarked on a journey to measure and reduce carbon footprint. Since 2021, it has set an ambitious target to reduce total organizational emissions by 5 percent every year. To date, it is still on track to achieve the reduction of emission goals and has been certified by Planet Mark for a fourth straight year.
“Alongside our commitment to reduce our carbon footprint year on year, we also know the importance of giving back to the planet. We do this through our partnership with Ecologi, an environmental organization focused on impactful climate solutions,” Wheeler says.
The clothing brand has made sizable investments in clean power projects across the globe, funding wind power projects in Honduras and Mexico, and an upcoming solar farm in Vietnam. According to Ecologi, Charles Tyrwhitt has helped in planting 31,425 trees across the United Kingdom and East Africa.
“They join an initiative not just because of articulating it [but] they really want to be accountable. Unlike just paying lip service, [the brand] really wants to be responsible for the future,” says Louella Scott, general manager of Vogue Concepts, the group that introduced Charles Tyrwhitt to the Philippine market.
Scott adds that this is a global brand with a “heightened awareness” of the environmental impact of making clothes. The brand is seen to adhere to local regulations, such as using recyclable packaging, even if it means having an understated finish look.
Quality control
But it doesn’t mean they scrimp on high-quality materials, Scott says. The Merino Wool used for the ultimate performance suit is highly valued in the textile industry. Such fabric comes from the fleece of Merino sheep, a tough breed known for producing silky wool.
The suit offers plenty of natural stretch and is also temperature-regulating, seen perfect for fluctuating weather in this part of the world. Overall, it gives the wearer a refined and dapper look, thanks to superior wool construction.
Meanwhile, the menswear retailer recently handpicked Marcus Smith as its new brand ambassador. The 25-year-old professional rugby union player plays as a fly-half for Premiership Rugby club Harlequins. Born in Makati City to a British father and Filipina mother (Suzanne, who hails from Cagayan de Oro), Smith always looks forward to reconnecting with his roots here.
“The best thing I love about Philippines is its people. I think they’re so friendly; they’re so welcoming and they’ve got good big family values and a sense of belonging and togetherness,” he says.
A natural athlete from a young age, Marcus had played cricket, football and rugby to a high standard. At 18, he joined Quins and made his debut in the white shirt of England in 2021.
For Charles Tyrwhitt, Marcus is an obvious choice to represent its philosophy and collection. “We know many of our customers love Rugby. He’s an exceptional talent and we believe his star quality in the game will only grow in the coming years,” says Joe Irons, chief marketing officer of Charles Tyrwhitt.
“I’m excited to be teaming up with an iconic brand like Charles Tyrwhitt. The way they strive for the best really resonates with me in everything I do. I love the way that they’re constantly trying to evolve and be one step ahead of their competitors,” adds Smith.
