Percival

Percival, a clothing brand based in East London, is characterised by a blend of quintessentially British, understated style and the use of rare, internationally sourced fabrics. Their website, percivalclo.com, serves as a comprehensive platform showcasing their extensive range of products, including T-shirts, sweatshirts, hoodies, suits, trousers, shorts and various accessories. The online store is user-friendly, with easy navigation and categorised shopping areas that direct visitors to specific product areas such as ‘New Arrivals’, ‘Best Sellers’ and ‘Last Chance Locker’, which offers significant discounts. As well as acting as an online store, the site also acts as a hub for the brand’s editorial content under ‘The Perci Rag’, which features updates on the latest collections, lookbooks and features on people associated with the brand. Recent highlights include the Percival x Slazenger collaboration, which seems to have had a significant impact on the market. In addition, visitors are encouraged to sign up to the newsletter to receive a discount on their first order, further encouraging customer loyalty. Priding themselves on their non-traditional approach, the Percival team design, produce and photograph everything from their London studio and regularly update their collection to keep it fresh and varied. Their core philosophy revolves around quality over quantity as they strive to produce classic wardrobe staples with a twist, a concept they refer to as ‘subverting the classics’.