The same relaxed and modern feeling was seen across the previous collection Basmajian designed, for autumn and winter of 2014, consisting predominantly of brown, gray, dark green and black, colors found in the mountainous Scottish landscape.

Prior to the acquisition, Trinity already was the Asian distributor of Gieves & Hawkes, having opened 95 stores in China by 2012, which has grown to more than 100. But it has been only since the acquisition that the brand has undergone a transformation, including a redesign of the London flagship store, No 1 Savile Row.

The address is famous because it is the only location where Gieves & Hawkes' bespoke tailoring is done. A bespoke jacket takes around 80 to 100 hours of manual work while trousers or a waistcoat each take around 50 hours.

A two-piece bespoke suit sells from 4,750 pounds ($7,462). Made-to-measure suits, allowing customers to choose from existing patterns, sell from 1,000 pounds. Ready-to-wear clothing that sells on the shop floor goes from about 800 pounds.

The redesign has completely altered the atmosphere of the store, adding modern furniture and decorations, also changing the layout to make it look less like just a shop floor and more like a gathering place.