Londoners named Britain’s biggest suit-lovers as wedding and race season sparks formalwear boom

Londoners and people living in the South-East are Britain’s biggest suit-lovers, according to new data released today.

The figures come as retailers report a surge in demand for formalwear ahead of the summer wedding and racing season.

The online menswear specialist Dobell, analysed more than 215,000 suit sales across the UK and found that London recorded the highest number of suits bought per head of population, followed by the South and South-East, Yorkshire and the East of England.

According to the data, London led the rankings with around 5.6 suits sold per 1,000 residents. The South and South-East followed with around 3.5 suits per 1,000 people, while Yorkshire and the East of England also recorded strong figures.

The figures point to a growing appetite for tailoring as workers return to offices and consumers increasingly dress up for weddings, race meetings, parties and other special occasions.

Mike Dobell, founder of Dobell, said Britain was seeing a clear revival in formal dressing after years dominated by casual fashion.

“We’re seeing a real return to dressing smartly,” he said. “People want to look their best again, whether that’s in the office, at weddings or for major social events.”

He added: “Customers are investing more in clothing that helps them feel confident and make an impression. Tailoring is becoming important again.”

Mr Dobell said the trend reflected changing workplace habits as more employers encouraged staff back into offices, even on a hybrid basis.

“People may not be in the office five days a week anymore, but when they do go in they want to look polished and professional,” he said. “There’s definitely been a move away from ultra-casual dressing.”

The retailer said demand was also being fuelled by a packed calendar of weddings, race meetings and summer celebrations.

With the UK entering peak wedding and racing season, Mr Dobell expects suit sales to climb even higher over the coming months, particularly for lightweight tailoring and occasion wear.

“We’re right on the eve of one of the busiest periods of the year for formalwear,” Mr Dobell said. “Customers are already shopping for weddings, race days and summer parties, and we expect another major uplift in sales as the season gets fully underway.”

The company said many shoppers were looking for versatile suits that could be worn across multiple occasions, from office meetings to formal summer events.

Britain’s Biggest Suit-Loving Regions

Dobell is a UK online menswear retailer specialising in formalwear, tailoring and occasion wear. Founded by entrepreneur Mike Dobell, the company offers suits, tuxedos, wedding attire, shirts and accessories designed to provide affordable tailoring for a wide range of customers.

Headquartered in Eastbourne, the retailer sells across the UK and internationally.

Founded after Mike Dobell struggled to find an affordable tuxedo while at university, the Eastbourne-based business has grown into one of the UK’s leading online menswear retailers.

The company specialises in suits, tuxedos, wedding attire and accessories, with a focus on affordable tailoring and inclusive sizing.

Formalwear sales were heavily impacted during the pandemic as offices closed and events were cancelled, but the market has rebounded strongly as social calendars have returned and consumers increasingly spend on experiences and milestone occasions.

Industry observers say the renewed interest in tailoring reflects a broader shift towards occasion dressing, with shoppers prioritising clothing linked to memorable events and celebrations.