Paul Smith and the power of a simple brand story

There will hardly be any Paul Smith customers unaware of the simple, yet powerful ‘origins’ story of the Paul Smith brand. A 17-year-old with a driving desire to become a professional racing cyclist, Smith had a serious accident and ended up in hospital for several months. While in hospital he made some new friends involved in the local art and design scene in Nottingham. So young Paul started to take an interest in their stories about the Bauhaus and contemporary design.

As the story goes ‘with the help of his then-girlfriend (now wife), Pauline Denyer, who was a Royal College of Art graduate, and a small amount of savings, he opened his first shop on 10 Byard Lane, Nottingham in 1970 named Paul Smith Vêtements pour Hommes.’ With no formal design training and having never gone to art school, Paul Smith still became one of the great English fashion designers, developing his own ‘classic with a twist’ style which has evolved for well over forty years.

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The Paul Smith brand story is simple, but compelling. It’s the story of the thwarted athlete who is still becomes a world beater. It’s the story of an outsider, not a fashionista, who makes interesting and enduring clothes and accessories with taste and quality. You don’t have to be one of the elite to be able to afford them. It’s the brand story of an everyman, which everyone can relate to.

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