The first Paul Smith boutique was opened in 1970 in Nottingham and by 1976 Paul showed his first menswear collection in Paris under the Paul Smith label. The designer has an ability to anticipate, and even spark off trends not only fashion but in the wider context of popular culture. He manages to transmit a genuine sense of humour and mischief mixed with his love of tradition and the classics. Paul Smith uses to say: “We're a leading and uniquely British brand. We mix up one-off antiques with high quality tailoring: the chair you sit on when you buy a suit is for sale and we can wrap the suit and have the chair waiting for you when you get home."