Why the same jumper costs £600 somewhere else
Old Casa London
Why the same jumper costs £600 somewhere else
Take a designer knit apart and the wool is rarely where the money went. Most of what you paid for never touches your body.
A boutique on a prime street costs a fortune in rent. A campaign costs a fortune to shoot. An ambassador costs more than both. And the small embroidered mark on the chest — the part that supposedly justifies the price — is the cheapest component in the whole garment.
All of it lands on the price tag. None of it makes the jumper warmer, softer or longer-lasting.
What you are actually buying
Roughly speaking, this is how the money splits on a designer piece — and how we would rather split it:
That is the entire idea behind Old Casa London. We are a curated menswear shop, not a fashion house. No showroom, no campaigns, no name to maintain on a high street. What we do is go through a great deal of product and keep the small share that survives one question: would a man who already dresses well still wear this in three years?
The logo is the cheapest part of the garment.
It is also the part you pay the most for.
What that looks like on the rail
- Footwear that reads first. Suede and leather Chelsea boots, penny loafers — the part of an outfit people notice before anything else, and the part most men underspend on.
- Knitwear in the weights you reach for. Cashmere, merino, lambswool. Rollnecks, cardigans, argyle. Not the one that pills after four washes.
- Coats that work over both. Wool, moleskin, quilted, field. Over a shirt and over a jumper — the only real test of a coat.
- Nothing that shouts. No monograms, no oversized branding. Ours included.
What we will not tell you
We will not invent a heritage. Old Casa London is a young shop run by a small team, and we would rather say so than print a fake founding date on a label.
We will not claim a piece is handmade in Italy unless we can prove it — so we simply do not make the claim. What we will tell you is the material, the fit and how it behaves after a season. That is what decides whether you actually wear it.
Free UK delivery
Tracked on every order. No minimum spend, no surprise line at checkout.
Thirty days
Wear it properly. If it is not right, send it back for a full refund.
Real UK sizing
A fit guide on every product page, cut on real proportions rather than a sample.
Where to start
The Autumn '26 selection is the shortest route in: coats, knitwear and suede boots, the pieces a British autumn actually asks for.
Free tracked UK delivery · 30-day returns · no visible logos