Heritage and tradition lie at the core of Dunhill’s DNA, and when Holloway took the reins as creative director nearly two years ago, he became the guardian of the brand’s 130-year legacy.
Originally designed to outfit early motorists in the late 19th century, the brand has evolved into an icon of British craftsmanship, from refined leather goods to the classic navy blazer once considered its hallmark.
Holloway’s approach to Dunhill is rooted in craft and classicism. “To me, tradition implies that you’re slightly trapped and that things don’t change. Classicism, I think, evolves in a very timeless way. When I arrived, I realized Dunhill had a history of creating products that elicit a real emotional response. The world of Dunhill is vast from tailoring to hard luxury, but beneath it all, it’s about craftsmanship. The human element matters. As a designer, I learn from the artisans I work with; there’s a dialogue between designer and craftsman that has been ongoing for eternity.”
This season saw the brand return to Dubai with the opening of a new boutique in Dubai Mall, representing a significant commitment to the region. “Even having been open for a few weeks, we’ve reconnected with former clients, and the excitement is there. All indications are that this is a very good step for us and for the brand,” says Holloway, hinting at more stores to follow.
Dunhill’s strength lies in its subtle innovations. “Many of the pieces of tailoring, outerwear, even the leather goods, are about what I call invisible innovation. It’s a lightening up of construction or redeveloping fabrics with integrity in colour, texture, and pattern, but in half the weight and with a softer hand feel. It’s not something you see; it’s something you experience. Our clients are drawn to a look that feels refined, functional, and contemporary,” explains Holloway.
In a menswear landscape dominated by casualwear, Holloway champions refinement over trends. “Timeless elegance is about curating a wardrobe with pieces that endure over seasons and years. Dunhill has always created these kinds of pieces. We want our clients to find items that hold their value, whether in fabrication, detailing, or cut, that won’t feel irrelevant five years from now.”
Holloway is optimistic about attracting younger clients. “There’s growing enthusiasm among millennials for detailed tailoring, especially with the return of classic pieces. Dunhill is a safe bet for those seeking timeless outfits of the highest quality. Anyway, style is not just what you wear, it’s how you wear it, and your investment in pieces of truly fine quality.”
On what makes the brand unique, Holloway says simply: “Dunhill is all about the joy of menswear and getting dressed. It’s about the pleasure of finding delightful things to wear.”
Looking ahead, Dunhill continues to expand its cultural footprint with a strong calendar of events. From London’s Frieze Masters and Scotland’s Links Golf Tournament to Shanghai’s West Bund Art & Design Fair, BAFTA collaborations, and Milan Men’s Fashion Week, the brand’s presence is stronger than ever.
