Based in East London's Hackney, Percival combines a quintessentially British sense of understated style and rare, internationally-sourced fabrics and materials... Basically, we produce classic wardrobe staples, but will bring something different to your clothes hangars, hence the term ‘subverting the classics’. We design, produce and shoot everything from our from our London studio. We don’t believe in rigid, out-dated fashion business models of strict seasons and industry ‘drop’ dates. We make small collections often, keep the offering fresh and varied. We sell direct to the customer so they can skip that pesky wholesale markup and keep products cost-effective!