The New Suit Rules with Danny Lomas​

Loosen your tie a little, with the new face of River Island’s smart collection, model and presenter Danny Lomas. We asked Danny for his tips on how to make the most of your tailoring, and how anyone can add a hint of personality to your already strong suit. Take it away, Danny.

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Danny Lomas Edit

What are your top tips for men looking to experiment with suiting beyond the traditional styles?

Again, I’d say experiment with pattern and colour. At the end of the day, it’s a pair of trousers and a blazer, it doesn’t need to be too serious! An easy solution is to change the shirt underneath to a camp collar [a flat, open collar –like the one Danny is wearing here] for a more relaxed tone.

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People sometimes think of suiting as restrictive and formal. How do you mix up tailoring to make it fun?

Have a play around with colour and pattern. Of course, some occasions require a strict dress code, but suits are also easily jazzed up with a good tie.


Do you enjoy wearing smart looks? How does tailoring make you feel when you wear it?

Suits are effortlessly cool and timeless, but they're also pretty easy to incorporate into your personal style. They can be dressed up or down whilst also feeling smarter than your average outfit. I think I own maybe 11 suits, and I've never had an office job!

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Danny Lomas Edit