Sir Paul Smith
Since his "traditional" beginnings, the aesthetic has evolved for Sir Paul Smith.
The 67-year-old fashion designer thinks British style is harder to sell nowadays, when compared with starting out when his collections were quintessentially British with a twist.
He told The Independent newspaper: "I'm confused about Britishness these days. I'm not sure if it exists any more. When I first started, my very first collection was quite traditional.
"It had little tweed jackets, but the tweed was in colours that were unexpected. It had little checked shirts in slightly brushed cotton, which could have been seen as a country shirt, and corduroy trousers ... but now, you don't really see any British looks.
"I'm not sure whether you'd call Savile Row very British these days... The world's such a small place and we get so much information now. We sell out clothes in 72 countries, so therefore you need Paul Smith fashion rather than a particular Britishness."
Paul - who founded his eponymous company in 1970 - insists he has far more British sensibilities than the clothes he make.
He explained: "I'm very British. I'm quite down-to-earth, very polite, have a sense of humour. My personal character is very British, probably more than the clothes."
Tagged in Paul Smith