TM Lewin were established in 1898 and became the first shirt maker to design a fully buttoned shirt thereby creating gentlemen’s fashion. In recent years the shirt industry has lost its fashion credentials to younger brands, in danger of becoming a commodity product. Blass were challenged by the brands owners to re-establish its fashionable heritage and appeal to a new generation of ‘Gentlemen’ who have rediscovered the world of fitted shirts and suits as well as the emerging business casual dress code.