“Discipline is Not a Dirty Word…”

A symphony of Swedish simplicity and Parisian chic, Ron Dorff now has a Seven Dials outpost for it luxurious and clean modern design

Article by James Sherwood, courtesy of his Jewellery for Gentlemen site

The jewellery rule of thumb amongst Millennials appears to be the more dressed down the fashion, the greater the volume of jewellery can be worn. With this in mind, we are going slightly off-piste to applaud one of the most perfect men’s fashion concept stores in London: Ron Dorff. Ron Dorff is the brainchild of Parisian Jérôme Touron and Stockholm-born Claus Lindorff. Their clothing is military and sporting-inspired clothing that the American fashion designer Halston christened Sport Couture; slim, tapered track pants in smoky grey cashmere, Henley three-button rowing T-shirts in fine Jersey cotton and miraculous no-logo Y-front briefs with their signature two eyelets made in Jersey cotton with a hint of elastic. The model for the Y-fronts is one developed by the Swedish Army in the 1970s.

The Ron Dorff London flagship opened on Covent Garden’s menswear walk Earlham Street and is, as you would expect, a symphony of Swedish simplicity and Parisian chic. Their motto – woven into fluffy beach towels, embroidered on baseball caps and printed onto T-shirts reads “Discipline is not a dirty word.” These are simple, easy utilitarian garments made with love in the most exquisite fabrics. There is humour too in the Dad series of Tees and sweatshirts.

Three pieces speak directly to Jewellery for Gentlemen when we are on our travels: a cashmere hoodie made for long-haul flights, the Urban Viking white high tops made in calf leather with waxed laces and metal zippers on the side and the Tri-Porter 24-hour sports bag made in the ballistic Nylon used to protect RAF pilots during World War II. This miraculous bag can be worn with a handle, shoulder strap and ruck sack strapping and weighs in at £350. The Nylon is trimmed with fine calf leather accents and accessories.

Men don’t like too much choice, trust us, so the palette at Ron Dorff is kept simple and best described by the seven-day boxed set of Y-front briefs in pink, black, white, khaki and palest pink. What we appreciate about the brand is the back story to each of the garments. They are all totally fit for purpose. Take the tennis shorts modelled on those worn by Bjorn Borg and John McEnroe in the early 1980s. They are cut with a tapered fit and a short leg ‘to enhance the thighs and length of leg’. In short, these are sexed-up tennis shorts for the man who is no stranger to the gymnasium.

The bathrobes and towels are heavenly as is a navy and white stripe brief swimming trunk that is inspired by Hoyningen-Huene’s 1920s Art Deco photographs of bathers on the French Riviera. We could confidently say that Ron Dorff provides a complete Riviera beach wardrobe carefully thought-out for a man who wants Sport Couture smartness and ease. We can already imagine the chic of wearing Long John Nortic ski underwear in fine Jersey cotton as outerwear twinned with a softly tailored navy travel blazer and a Tee. We’d go as far as to say Ron Dorff forms a holy trinity with fellow brands who know their own minds and their own fan base Margaret Howell and Sunspel.

The firm even has a skincare range in suitably reductionist packaging made in collaboration with Face Stockholm. What we particularly admire about Ron Dorff is how each piece compliments every other design in the store. This is a capsule wardrobe for men of all ages who share a taste for clean, elegant, modern design. At present Ron Dorff has flagships in Paris’s Marais district and London’s Covent Garden. I would imagine they will open other embassies worldwide but all in good time. riddle_stop 2


Enquires: Ron Dorff, 5 Earlham Street, Seven Dials, London WC2H 9LL / 0203 5811700 / www.rondorff.com/

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