Our influential style

In 1965, fashion entrepreneur John Paul, opened the doors to a boutique in West London for the very first time...
...and changed the face of British style forever. I Was Lord Kitchener’s Valet became the epicentre of the youth-quake known as the Swinging Sixties.

Our place in popular culture is second to none. For a few short years in the 1960s London was the epicentre of fashion, music and art. I Was Lord Kitchener’s Valet helped shape some of the biggest cultural movements with their iconic looks. The Beatles, The Rolling Stones, The Who, Eric Clapton, Jimmy Page, Jeff Beck, David Bowie and The Beach Boys were among our many famous customers. We provided Jimi Hendrix with his iconic Hussars Tunic and Pete Townsend with his Union Jack jacket. 

More was to follow. We blazed the trail for ethnic style too, introducing the Afghan coat and kaftan to the fashion world in 1967.

With shops on Portobello Road, Carnaby Street and the King’s Road, our influence was unparalleled — providing the inspiration for the Beatles’ iconic Shea Stadium jungle tunic outfits, and Peter Blake’s legendary St. Pepper’s album cover artwork.

Examples of our clothing are held in collections around the world including the V&A in London, and Los Angeles County Museum of Art.

And of course, we are still on the lookout for the next fashion trend waiting to be discovered.