Founded in 1988 in Glasgow, Ted Baker has since become one of the most recognizable fashion brands in the ready-to-wear category. Ted Baker founder and CEO Ray Kelvin is a private man who decided from the beginning to use the persona of Ted Baker as the essence of the brand.
Over the years, Ted Baker has become so much more than just the brand name; he has evolved into a character and the embodiment of Ray’s beliefs that good design is timelessly stylish.
Z: In what ways has Ted Baker evolved over the last decade in terms of vision and design?
RK: My original plan was to deliver outstanding quality, uniqueness, innovation and attention-to-detail both in terms of the clothes, our stores and the customer service. These qualities still remain at the very heart of the brand today and are the secret of our ongoing success.
Our sights are now set on a considered program of global expansion with recent store openings in Paris, Hong Kong and new stores set for China, New Zealand and the US.
Z: If it is at all possible to sum up the Ted Baker customer in three words, what would they be?
RK: Timeless, Enigmatic, Discerning - TED
Z: What are some of the unifying themes that inspired the entire S/S 2011 collection?
RK: For menswear the collection brings a soft and relaxed edge to once traditional tailored looks. Womenswear brings a kaleidoscope of color, a wealth of rich prints and a mix of luxurious fabrics.
Z: What are some key pieces that you consider essentials for a cohesive summer wardrobe?
RK: Chinos in a selection of colors are a key summer staple as they can be worn smart with a print shirt and slim fitting cotton blazer or dressed down at the weekend teamed with a simple t-shirt or well cut polo. Shoes are an important style statement. I favor a brogue for smarter occasions and a suede lace- up for casual days -- there is no excuse for scruffy shoes!
Z: Ted Baker is known for its unconventional approach to fashion, but still manages to retain a classic sensibility. What do you consider the most important aspects of good design?
RK: The great cuts, luxurious fabrics and attention to detail of the Ted collections are the embodiment of quality. Timeless design which is made to last. From subtle embroidered details in the clothing, to amusing notes on the packaging, everything that bears the Ted Baker name always offers absolute quality and that little bit more - something which our customers have grown to love and expect from a Ted design.