We call these customers the ‘Emerging Traditionalists’. They are young men on the move and the upward trajectory of their lives. They want to be beautifully dressed but they face the reality of rent, school loans, or just the ever-increasing costs of living in urban epicentres like New York or London. They yearn to express their individual style. But they have a budget and every garment purchased is based upon deep consideration. They are sensitive to ecological impact and waste. They don’t want to buy more. They want to ‘buy less but better’. And that’s where we come in.

And yet, although The Rake Values was conceptualised and created to cater for the Emerging Traditionalist, we soon realised that in this time of political and economic uncertainty, everyone and anyone is value-conscious. So, in fact, The Rake Values is for all of us. It is for me and you. United with us in this ethical initiative, the world’s most iconic menswear brands opened their doors to The Rake’s team to enthusiastically seek out and curate our collection of jackets, trousers, coats and so much more — clothing that was once sadly relinquished to obscurity. That’s right: We selected each and every garment and accessory that appears here. We feel every item we sell has extraordinary enduring appeal. Why? Because we at The Rake and our brand partners are champions of classic elegance. And classic clothes never go out of style. They are timeless and their appeal endures forever.