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Our story
Founded in a Marylebone studio in 2014. Still cut there today.
Avenell began with one idea: make fewer clothes, and make them properly. Twelve years on, every piece is still cut in London and made in small runs with mills we know by name.
The cloth
Our cashmere is spun and knitted in the Scottish Borders, our wool flannel is woven in Yorkshire and our silk comes from a mill near Como. We visit every one of them each season and know the people we work with by name.
The cut
Every pattern begins as paper on the cutting table. We fit each shape on real bodies rather than standard forms, and cut our tailoring with a soft shoulder and an easy line.
2014
Founded in Marylebone
9
British and Italian mills
For life
Free repairs on every piece
The studio
Founder and creative director
Head of design
Studio and fittings manager
