a story in suede

Our Creative Director and photographer, Lee, headed down to London with Leon Cerrone, a familiar face around P&Co and a friend of the brand, to shoot a standalone edit for The Sierra. Rather than looking too far for a backdrop, they found themselves wandering the streets of Spitalfields, just a stone’s throw from our Flagship store.

For Leon, the location carried a little more weight than it might have seemed.

He’s spent a large part of his working life in and around East London. After moving to London to work for Folk, managing their store on Dray Walk before moving over to Holborn, he eventually found himself back east, working for renowned tailor Timothy Everest on Elder Street.

It was here that the shoot came full circle. The old tailoring house where Leon once worked became one of the backdrops for The Sierra, with the guys even stopping to shoot in the doorway of his old workplace.

“I spent time working out of the tailoring house and then opened a store for them on Redchurch Street,” Leon tells us. “I have very fond memories of working in East London.”

Those memories extend well beyond the working day. Leon remembers spending plenty of time in the pubs and bars around the area, meeting lifelong friends along the way. The Golden Heart, Bricklayers Arms, The Owl and Pussycat - places that became part of his East London story long before P&Co opened its doors in Spitalfields.

So naturally, the shoot ended with a pint of Guinness at The Griffin in Shoreditch.