Dunhill Goes Digital

Courtesy Dunhill

The century-old British haberdashery approaches e-commerce with a nod to its legacy. 

British smallgoods and menswear brand Dunhill was founded in the late 19th century to enhance the experience of a brand-new luxury: driving an automobile. Car horns, goggles, and chauffer’s gloves were soon followed by leather overcoats, timepieces, and, notably, the Windshield Pipe, optimized so the twin pleasures of smoking tobacco and top-down driving could be enjoyed simultaneously. That mix of the genteel, practical, and experiential continues to define the brand today, and is at the heart of their new e-commerce shop and editorial platform, which just launched in late February.

Designed to replicate the leisurely experience of shopping at one of the brand’s flagship “homes”—both their London and Shanghai locations are more club than store, with amenities like barbershops, screening rooms, dining rooms, and cellar bars offered alongside their bespoke and made-to-measure suiting service—Dunhill’s crisply designed site offers much more than the opportunity to purchase their goods online. (The brand has been carried by e-tailers like Mr. Porter and Neiman Marcus for years.) Via “The Club,” shoppers can browse a collection of essays available in seven different languages, on topics ranging from motorites to golf to style (including a recent entry by Nick Foulkes on the iconic blazer). Clients can also book an appointment for a bespoke suit or leather bag. But our favorite feature of the site is the wide range of products. Take, for example, their navy Guardsman Holdall, with tanned calfskin leather trim, polished silver zip, and removable shoulder strap with contrast stitching. It’s the weekender you want to throw in the passenger seat for that last-minute trip to the greens—a very-today take on the brand’s longstanding heritage. dunhill.com.