(NEW YORK) Dig the whole Ted Baker vibe? You’re not alone. This year, the brand turns 25, and there’s plenty on the docket for the occasion. We caught up with Ray Kelvin, founder and CEO of Ted Baker London, to see how this cheeky house of fashion is celebrating a quarter century in the biz of fashion.
BY DENA SILVER
Happy 25th birthday! What are you doing to celebrate?
We designed a range of limited edition pieces, from floor sweeping silver gowns to pretty embellished skater dresses, and a silver suit lined with Ted’s exclusive London cabbie print.
Sounds fun! Anything else on the quarter-century docket?
Ted also organized a competition to win one of three trips-of-a-lifetime to far-flung destinations that have helped shape his aesthetic.
Is there anywhere in the world he hasn’t been—and won’t go to?
The Arctic Circle.
Why not?
It’s just too far to be too cold!
What’s changed in 25 years?
When Ted Baker first opened in Glasgow 25 years ago, there was no budget to advertise, so customers were offered a free shirt laundry service to ensure repeat visits and goldfish were given away!
Do you still offer gratis pets with purchase?!
We no longer give away goldfish, but excellent customer service is still at the heart of what makes Ted Baker tick.
So, what’s on tap for the Ted Baker Women’s collection this SS14?
In womenswear, we continue to offer key prints, embellishments and beautiful feminine shapes that are simply incredible.
How would you describe the aesthetic of the Ted Baker lass?
The direction is modern with clean lines and structured, controlled silhouettes with sports luxe being the newest trend.
