Swiss and Egyptian cotton, Irish linen, it sounds like any discerning woman’s wish-list, yet Emma Willis is not just any woman, although discerning, she most certainly is. As the only female shirt-maker in Jermyn Street, a historic and fashionable part of London, world-renowned for its high quality British craftsmanship, including bespoke gentlemen’s tailoring, Emma is one of a kind; a lone female in an extremely male-dominated world. Emma brings a subtly feminine perspective to a traditionally masculine domain, not in terms of florals and flounce, but an appreciation of detail, a commitment to the importance of flattering the male form and a relaxed warmth of shopping experience which doesn’t detract from the luxurious nature of bespoke tailoring, but removes a little of what can be a daunting experience for new and younger clients. Emma’s iconic understated, yet elegantly-dressed, double-fronted shop at No. 66, on the prestigious St James’s corner, showcases the beautiful designs, luxurious materials and traditional shirt-making techniques that constitute a classically British craft in a modern-day setting.
Shirt-making in Jermyn Street has been undertaken for over a century; it was, and still is, traditional to visit one’s tailor in Savile Row for a suit, followed by a five minute southerly walk later to visit one’s shirt-maker in Jermyn Street. A bespoke shirt, well-made, by hand, is a joy to wear. The perfect fit with tails and sleeves just the right length, details such as pocket-or-not, collar style, cuffs, buttons, button-holes, thread-count, Italian or Swiss cloth, all have to be considered and crafted with the utmost precision and dexterity to create that special custom-made shirt.
All Emma Willis shirts are hand-made in Emma’s British workshop. Local highly-skilled cutters and machinists work their magic from a stunning 18th Century townhouse in Gloucester, between the famous docks and majestic cathedral; a beautiful and historic setting to set the tone for the stunning garments, full of expertise, and heritage and yet also a contemporary relevance to befit the modern discerning gentleman. Another recent addition to Emma Willis is her ‘Style-for-Soldiers’ initiative, where Emma offers a complementary bespoke luxury shirt to servicemen and women injured in service to their country – a modern-day gesture of thanks.
Overall Emma adds a modernity to what is a classic artisanal industry; her shirts are traditionally made, yet with a modern-day look and feel, which allows bespoke shirt-making and the resultant classic styling and longevity to be still relevant and in fact actively sought-after, thankfully, in this all too obsolescent age.
Emma Willis
The stylish Jermyn Street shirt-maker
In gratitude for the courage and sacrifice of our servicemen and women, Emma Willis makes complimentary shirts, walking sticks and hosts reunion parties for those she has met at
Headley Court.