Interview with Lazaros Tyrekidis from the United Kingdom

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Lazaros Tyrekidis

Lazaros Tyrekidis is the founder and CEO of Aristocracy London, a menswear fashion house based in London, U.K.

1Congratulations! As a Gold winner of the 2023 London Design Awards in three categories, what does it mean to you and your company to receive this award distinction?
Aristocracy London is a menswear fashion house and we take great pride in promoting the close relationship between fashion, art and design. Both our flagship showroom in South Kensington, which won a Gold award in two categories, and our packaging, which received the third Gold award, were designed with the purpose of showcasing our aesthetic approach in every single detail and creating a dialogue between our fashion creations and their surroundings.
2Please give us a brief background of yourself and how you became involved with fashion.

I come from a small village in northern Greece. As a kid, I’d observe grown-ups dress up for important occasions and this instilled in me a sense that we should take pride in what we wear.

I did well at school and studied Software Engineering at university before focusing on digital marketing and working for large corporates. I always liked suits but could never find just what I had in mind, so I decided to create my own signature brand. That’s how Aristocracy London was born six years ago.

3To you, what makes a “good” design?

I think there are two aspects to design: the aesthetic and the functional.

Everything around us could benefit from good design, to make sure it looks beautiful while meeting the users’ needs. And obviously we’re now all much more aware of the importance of factoring in sustainability and accessibility in our ideation process. The convenience of ALL users and the impact our decisions have on the planet are really important.

4How did you come up with the idea for your award-winning designs?

The packaging was designed by our in-house team. We created a luxury box that alludes to our suits but also gives customer a sense of occasion when they open it. We didn’t want something they would open and discard quickly because it wouldn’t align to our principles around slow fashion.

Our flagship showroom is fairly new. It opened in September 2023 and we worked closely with award-winning architect, Andreas Skourtis and our design team to create a space that represents us.

5What was your main source of inspiration for your showroom?

In our meeting with the architect and design team, we began with a strong foundation: our showroom is situated in a stunning Grade II listed building, boasting an iconic location in London directly across from the Natural History Museum. The Victorian heritage of the building served as our initial inspiration. From there, we meticulously planned the user journey.

We wanted customers to feel a sense of “home”. Rather than rushing from reception to their stylist appointment and then payment, we wanted them to take their time and enjoy the experience. So, we created a space that’s inspired by the luxurious relaxed atmosphere of London’s member clubs with art deco patterns in the brand’s gold and navy colours.

6What were the main challenges you faced during the design process and how did you overcome them?
Our main challenge was that we were working within a listed building so there were a lot of limitations but, rather than viewing them as challenges, we saw them as opportunities to think creatively.
7What are your three favourite things about the fashion industry?
I love the industry and its people. If I had to pick three things that stand out for me, I’d say it’s creative, collaborative and very responsive to society’s priorities. The latter has become very apparent in the last few years with the switch to slow fashion and the imperative to buy less but buy better.
8Who has inspired you in life and why?
I’ve always been fascinated with what we’d call “the Renaissance person”. People like Leonardo da Vinci who possessed a variety of talents and pursued excellence in different fields. I appreciate that it’s very difficult to be a polymath today and specialisation is essential, especially in science, but I feel our brains need different types of stimulation.
9What is your key to success? Any parting words of wisdom?
Talent is great but it’ll only get you so far. Hard work and perseverance are key to success.
10Do you think your country and its cultural heritage has an impact on your design process?
I’d say that my adopted country, the United Kingdom, has influenced both our suit designs and our showroom interiors. Our suits are inspired by British military and royal tradition and our showroom’s interior design evokes the comfort, peace and luxury of London’s member’s clubs.

Winning Entries

Aristocracy London's luxury packaging for menswear
| 2023

Aristocracy London's luxury packaging for menswear | Aristocracy London

Aristocracy London is a luxury menswear fashion house that creates limited edition suits and formalwear accessories for the modern … (Read more at London Design Awards)

Aristocracy London's flagship showroom
| 2023


Aristocracy London is a luxury menswear fashion house that creates limited edition suits and formalwear accessories for the modern … (Read more at London Design Awards)

Lazaros Tyrekidis

Aristocracy London

Lazaros Tyrekidis is the founder and CEO of Aristocracy London, a menswear fashion house based in London, U.K.

Read more about this interview with Jessica Kewei Lin, Xiesiyuan Shu and Sirui Li, the Gold Winners of the 2023 London Design Awards.