About Us

The same four questions, both sides of the shop

Most shops that sell to men and women run two shops under one roof, with different rules, different fits and different amounts of information depending on which side you're standing on. We run one. The same four questions decide what goes on the rail, whether it's a men's overshirt or a women's blazer, and every product page answers them the same way.

Here are the four questions, and then the handful of places where men's and women's genuinely differ, and where our pages say so.

The four questions

1. What is it made of, and how much does it weigh? Composition, in the order it appears on the label, decides how a garment breathes, drapes, washes and ages. Weight in grams per square metre decides whether a shirt is a summer shirt or a year-round one, whether a knit is an indoor layer or something you'd walk to the station in. We ask suppliers for both and list them wherever we have them. A supplier who can't tell us the weight of a fabric doesn't get a listing.

2. Does the cut hold across the size range? Most garments are fitted on one sample and graded outward. Done carelessly, that produces a piece that works on the model and quietly doesn't on everyone else. We ask for the measurements of every size, not just the sample, and we put the garment's own measurements in centimetres on the page, next to the body measurements it's cut for.

3. Does it go with what people already own? A piece that only works inside a fully matched outfit isn't a piece, it's a project. Both sides of the shop are bought in a small palette on purpose: navy, white, stone, olive, grey marl, black, and a few colours a season that lift the rest. The shirt bought in March goes with the trousers bought in October.

4. Would you still wear it in three years? Not whether it's good now, but whether it's still good, intact and relevant three winters on. Trends usually fail here. It's not a principle, it's arithmetic: a garment that dates itself is one you replace early.

Most of what we're offered fails at least one. That's why the range is the size it is, and why we can answer a question about any piece on it.

Where men's and women's differ, and where we say so

Sizing. Men's pieces are sized by chest, waist and inside leg in centimetres and inches. Women's pieces by bust, waist and hip, with UK sizes alongside. The size guide on each page uses the right system for that piece, and every guide says in plain words how it runs: true to size, slim, or size up if you're between.

Fit words. "Slim" on a men's shirt and "fitted" on a women's blouse mean different things, and we define them on the page rather than assume you know our version. Regular, slim, relaxed and oversized each have a line explaining what that means in centimetres of ease.

Care. The same fabric is washed the same way whichever rail it came from. Care instructions are taken from the label and put on every product page. The rule for nearly everything we sell: cold, inside out, hang to dry.

What we won't do on either side. We won't describe a piece as "unisex" because it happens to come in both sections; if a cut is designed for one body, the page says which. And we won't call anything "British-made" or "London-designed": our garments are made by suppliers outside the UK, as almost all clothing sold here is, and the country of origin is on the label. What we stand behind is the selection.

The name

Amory & Co sounds like an old firm with a founder, and we'd rather tell you now that it isn't one. It's a brand name chosen to sound like something that's been around, and there's no Mr or Ms Amory and no "Co" beyond the people who choose the range and answer the inbox. We're an online shop; the Stratford address in our footer is a business address, not a store.

What we won't do

Manufacture urgency. No countdown timers, no "only two left" when there are two hundred, no deadline that resets when you refresh. If a size is genuinely about to sell out, we'll say so once.

Overclaim. A coat won't change your life. What good clothes do is quieter: you stop noticing them, and you're free to think about something else.

Ask before you order

Send the size you usually wear, the brand it's from, the piece you're looking at and, if you have them, your measurements in centimetres. We compare them with the garment's own measurements and tell you which size and why, including when the honest answer is "not this one". We'd rather spend two minutes helping you choose than process a return.

What you can count on

Free, tracked delivery to every UK address, with any import charges paid by us. Thirty days to change your mind, sale items included, on top of your statutory rights. Composition, weight where we have it, garment measurements and care on every product page. And a reply within one working day, from a person who read your message.

Email: support@amorycolondon.com Phone: +44 20 8221 7300 Customer service hours: Monday to Friday, 9:00 am–9:00 pm UK time Saturday, Sunday and bank holidays: Closed Response time: Within one working day

Amory & Co LTD Montfichet Road, London E20 1EJ, United Kingdom