Old Town, a cherished UK fashion brand with a loyal following among artists, writers, and actors, is closing its doors after 32 years. Designers and owners Will Brown and Marie Willey, both 68, have decided to wind down the business due to the demanding nature of their hands-on approach. The closure marks the end of an era for the Norfolk-based brand, known for its high-quality, utilitarian style clothing, which gained a cult following over the decades. The news has been met with disappointment from their dedicated customer base, who were informed of the decision via email.
Founded in 1992 on Elm Hill, Old Town later relocated to Holt in 2000, where it flourished. The brand carved a niche for itself by offering a limited range of classic designs crafted from durable fabrics like canvas, linen, and cord. Customers provided their measurements, and the bespoke garments were then meticulously created and delivered. This personalized approach, coupled with the timeless appeal of their designs, fostered a strong connection between the brand and its clientele. The brand’s ethos resonated with those seeking quality and enduring style, setting it apart from fast fashion trends. The intimate scale of the operation, with Brown and Willey overseeing every aspect of the process, contributed to its unique charm and loyal customer base.
The brand’s appeal extended beyond its core clientele to a notable roster of celebrities. Historian and author Tom Holland, actor Toby Jones, musician Billy Childish, author Rebecca May Johnson, and Shakespearean actor Maxine Peake are among those who have embraced Old Town’s distinctive style. This celebrity endorsement further solidified the brand’s reputation as a purveyor of quality and understated elegance. The affinity between the brand and its high-profile clientele speaks to the enduring appeal of its classic designs and meticulous craftsmanship. Old Town’s clothes transcended fleeting fashion trends, offering a timeless aesthetic appreciated by discerning individuals across various fields.
Brown’s early work designing garments for David Bowie in the 1970s and 80s served as a partial inspiration for the brand’s aesthetic. This connection to the iconic musician adds another layer of intrigue to Old Town’s history and underscores its connection to the world of art and creativity. Bowie’s influence is perhaps reflected in the brand’s unconventional approach to fashion, prioritizing quality and individuality over fleeting trends. The brand’s understated elegance and focus on durable, functional clothing resonates with Bowie’s own artistic sensibilities, further strengthening the connection between the two.
The decision to close Old Town stems from the owners’ desire to step back from the intensive demands of managing the business. While they cherish the brand they built and the relationships they forged with their customers, the workload has become unsustainable. The hands-on nature of their involvement, from material selection to overseeing the work of their ten seamstresses, has taken its toll. The closure is a testament to their dedication to maintaining the high standards that defined Old Town, recognizing that continuing at the same pace would compromise their vision and well-being.
While the main production of Old Town is ceasing, Brown and Willey plan to continue designing on a smaller scale. They are collaborating with London-based retailer Labour and Wait to explore manufacturing options that would allow them to remain creatively involved without the burden of managing the entire production process. This transition will allow them to continue their passion for design while enjoying a more balanced lifestyle. The collaboration with Labour and Wait signifies a new chapter for Old Town, allowing the brand to evolve while staying true to its core values. This strategic partnership will ensure that the legacy of Old Town continues, albeit in a different form, allowing Brown and Willey to focus on their creative vision while entrusting the production to a trusted partner.
