The Journal | SWAINE

house of swaine

Journal

Swaine’s New Refurbishment Programme - Swaine Group Ltd

At Swaine, a new chapter of exploration is unfolding. Guided by curiosity, reverence for craftsmanship, and an affection for the stories objects carry with them, we have established a new departmen...

Beyond Trends: The Rise of Quiet Luxury

In a move away from fast fashion and logo-led design, modern style is increasingly defined by longevity, craftsmanship and natural materials. Leather, wool and other traditional fabrics are...

Swaine Out of Hours: A Guide to London Pubs

Like the pubs themselves, our products are full of character. The question is how that character resonates with the city around them.

A Home Away From Home in Hollywood

Swaine’s new store at the Beverly Center marks an expansion into the United States, offering a space for consultations while celebrating a commitment to craftsmanship and heritage.

The Art of Styling for Transitional Seasons

From refined hats to protective umbrellas and considered leather essentials, true preparedness lies in pieces that balance function.

Notes from a Top Hat

Told from the point of view of a top hat at Royal Ascot where tradition is not merely observed but worn, shaped and upheld above the crowd in silk, ribbon and discipline.

The Social Code of the Hat

Hats are more than accessories. Even though etiquette is more relaxed today, hats still reflect society’s expectations and communicate style and awareness.

The Luxury Dispatch: Stately Homes

What makes a stately home truly grand? Historian Alice Loxton joins Tom Chamberlin to explore the world of Britain’s stately homes.

Inside Military Craftsmanship

With a distinguished heritage rooted in the traditions of the Royal Marines and the Royal Navy, Herbert Johnson represents a legacy of precision, craftsmanship, and ceremonial excellence.

The Luxury Dispatch

We've partnered with The Rake Editor-in-Chief, Tom Chamberlin, on his latest podcast series - The Luxury Dispatch.

The Evolution of the Salisbury

Introducing the new Salisbury II, a natural evolution of the Salisbury designed for the modern city goer, named in honour of Lord Salisbury, former Prime Minister of the United Kingdom.

The Oscars’ Best Kept Secret

For nearly a century, PricewaterhouseCoopers has counted the Oscar award ballots. In 2023 and 2026, Swaine had the honour of crafting the cases, joining this longstanding tradition.

Meet the Gresham

Introducing the newest addition to our document collection: The Gresham, named after Thomas Gresham, the founder of the Royal Exchange.

Hats Off to the Suffragettes

How Suffragettes challenged prevailing stereotypes and demonstrated that women demanding the right to vote were composed, capable, and impossible to ignore.

Off to the Races?

A brief look at how millinery became central to race-day spectatorship, from the gentleman’s top hat to the delicate fascinator, and why hats came to hold such importance at the races.

The Measure of a Gentleman

An exploration of the gentleman’s place in the city after leaving the quiet solace of the countryside.

Born into motion: The year of the horse

Swaine reflects on its equestrian roots as the Year of the Fire Horse marks a full circle moment, celebrating craftsmanship, heritage, and making pieces designed to endure.

The Custodian of Craft: Ian Harding

Ian’s inclusion on the Walpole 2026 Power List celebrates his 30-year career, recognising his dedication to craft, leadership in military and traditional headwear.

An Evening of Curiosity

An evening at New Bond Street devoted to the finest of British craftsmanship, hosted by Swaine in partnership with QEST and Thorp Designs.

Anatomy of the Hat

From the painted walls of ancient Egyptian tombs to the runways of the streets, hats sit proudly at the intersection of necessity and self expression.

ETIQUETTE IN 1750: A GUIDE TO GRACEFUL LIVING

In 1750, etiquette was not merely a set of rules but a living expression of refinement and sophistication. Join us as we journey through the customs and courtesies that defined Georgian Britain.

THE MOST POPULAR UMBRELLA

When choosing a premium umbrella, the material of the handle is just as significant as the canopy itself. At Brigg, each wood is carefully selected for its character, strength and symbolism.

LAUNCHING OUR SWAINE & ADENEY FEDORAS

Introducing the Swaine Fedora and the Adeney Fedora; two remarkable and beautiful pieces inspired by tradition, but reinterpreted for the modern wearer.

CHOOSING YOUR BRIGG UMBRELLA: WHICH SIZE IS RIGHT FOR YOU?

When choosing a Brigg umbrella at Swaine, the size of the umbrella plays a crucial role in how it complements your lifestyle and personal needs.

EXPANDING OUR LEGACY: A MODERN EXPRESSION OF TIMELESS CRAFTSMANSHIP AT HERBERT JOHNSON

Heritage craftsmanship meets modern design in Herbert Johnson’s latest caps, reimagining classic silhouettes with contemporary elegance for refined everyday style.

THE WHITEHALL: A Modern Take on a Traditional Design

At Swaine London, tradition and modernity coexist seamlessly in every piece we create, and the Whitehall is a perfect example of this balance.

CHOOSING YOUR FELT: RABBIT VS BEAVER

When selecting a hat, the choice of felt can significantly impact its appearance, durability, and performance.

BEHIND THE CRAFT: THE MAKING OF A HERBERT JOHNSON POET HAT

From raw materials to the finishing touches, the creation of our iconic Poet Hats at Herbert Johnson is a testament to the heritage of traditional hat-making.

Bridle Leather vs. Calf Leather: Which leather is right for you?

At Swaine, you’ll discover that we proudly use both bridle and calf leather in our handcrafted products. But what sets these leathers apart, and how do they cater to different styles and needs?

Behind the Craft: The Making of the Swaine Salisbury Folio

The Salisbury Folio is a testament to tradition, innovation, and meticulous attention to detail, carefully considered for professionals who appreciate quality and timeless design.

Meet the Artist: Alexis Bruchon

At Swaine we have worked with a talented French illustrator, Alexis Bruchon, to make our rich history come to life.

The Best Umbrella Types

Brigg & Co. have been royal umbrella makers since the company’s founding in the 19th century and remain the most decorated umbrella manufacturer in the UK.

Gentleman's Etiquette: Umbrellas

Drawing on centuries of ritual and craftsmanship, Brigg umbrellas are canopies of protection, crafted as symbols of dignity, restraint, and timeless English nobility.

Crafting Swaine's Signature Candle Scents

The collaboration with Robertet wasn't merely a scent-finding mission; it was a harmonious partnership to encapsulate the soul of the House of Swaine in every flicker of the candle flame.

Personalise Your Heritage Piece

Dating back to the 19th century, our Brigg umbrellas have long been cherished everyday accessories and symbols of ornate British craftsmanship.

National Hat Day with Herbert Johnson

National Hat Day celebrates the history, craftsmanship, and personal expression behind one of fashion’s most enduring accessories.

Herbert Johnson and Indiana Jones

Swaine's very own distinguished historic hatters, Herbert Johnson, created the hat of one of popular cinema's most enduring iconic heroes.

Herbert Johnson - a Hatter, not a Milliner

While a milliner creates decorative headwear with the intent to embellish and adorn, a hatter creates headwear that serves a purpose. At Herbert Johnson, we specialise in the latter.

Indiana Jones

Swaine's very own distinguished historic hatters, Herbert Johnson, created the hat of one of popular cinema's most enduring iconic heroes.

Singin' in the Rain

The master-craftsmen at Swaine created a two-piece "Brigg" Umbrella, with a whangee bamboo crook handle and a canopy covered in black silk, for one of cinema's best musical dance scenes of all time.

An Unsuspecting Treasure

A Horse Trainer pays a visit to Swaine, in search of something special for his beloved. Upon placing his unwavering faith in the Shop Clerk, an unsuspecting treasure lies in-store.