What Luxury Means to Me: Jonathan Towle, Style Specialist at Thomas Pink Shirtmaker

‘Luxury really depends on the context,’ says Jonathan Towle, ‘On a personal level, it means freedom to travel and explore your creative ideas. But it’s also owning your time and being with loved ones.’

With a career portfolio that includes working alongside British designer Paul Smith and heritage brand Thomas Pink, Towle is well-versed in the world of luxury. Made a Royal Designer for Industry in 1991, a distinction that acknowledges only the highest standard of design, Paul Smith and his eponymous brand is the epitome of high-end craftsmanship with more than 50 years’ experience. By the same token, brothers James, John and Peter Mullen implemented a number of craftsmanship foundations that made Thomas Pink a luxury shirtmaker on Jermyn Street.

‘When it comes to a product, luxury is always about the craftsmanship behind it,’ says Towle. In fact, after almost 40 years, Thomas Pink continues to refer to the 10 points of a Thomas Pink shirt – ‘These points are the foundation of everything we make,’ explains Towle, ‘and include details such as floating collar linings, split yokes, intricate French seams and 18 stitches to the inch.’ 

In other words, quality lies in the small details. It’s the stroke of a fine brush, the final dusting on a French patisserie, the hand-moulding of curves on a J Craft Torpedo. Moving away from the mass manufactured and towards individual craftspeople is the sign of true luxury. ‘With the growing trend of eco-conscious purchases, people are looking towards luxury brands and deciding to invest in pieces made by those best in the business.’ 

According to a 2022 survey by Deloitte, 57% of all luxury consumers were influenced by sustainability when purchasing a new designer item. PwC’s 2024 Voice of the Consumer survey also found that consumers are prioritising sustainability in all of their buying habits. Investing in high-quality materials and products is becoming the norm. 

‘At Thomas Pink, for example, we use sustainable mother-of-pearl buttons and polish each one to remove any imperfections. Our shirts take about four times longer to make than other shirts you’ll find on the high street. That’s because we hand-finish all our French seams and stitch blind our signature triangle gusset, which depends on highly skilled seamsters. This level of care results in something pretty special.’

‘Whether it’s the art of winemaking, the creation of a fine suit, a bouquet of flowers, a beautiful table or a J Craft yacht, it’s the love of the maker that results in something authentic that can’t be replicated elsewhere. With pride in a product comes longevity and this really speaks to today’s consumer.’ 

‘This, to me, is the origin of luxury.’ 

Jonathan Towle is marketing director at Thomas Pink; thomaspink.com