JERMYN STREET, LONDON | THE NIRVANA OF MENS STYLE (2022)

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In this video our host takes a leisurely stroll along Jermyn Street in the St James area of Central London, the Mecca for the world's most stylish men.
Don't forget to check out my Instagram feed for daily chap updates: chapsguide
If you have a question to pose The Chap's Guide, please send it to: [e-mail]
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Equipment used in this filming of this video (Amazon links):
Camera - Canon Eos 250D: amzn.to/3bFaY7F
Lens - Cannon EFS 24mm f/2.8 STM: amzn.to/3aFT0kd
Tripod - K & F Incept Tripod: amzn.to/3eR5BEy
GorillaPod - Joby: amzn.to/35cJW5d
Shotgun microphone - Rode Video Mic Pro: amzn.to/3aKoSEw
Lavalier microphone: amzn.to/3cOEuYM
Studio lights - Neewer dimmable 2-pack LED studio lights: amzn.to/2Y6BsLB
#chapsguide #ashjones #mensstyle

[@viclucyzia]

I think it's the only place in the world dedicated especially to men's sartorial style. In other cities you find one or two stores for gentlemen but mainly it's woman's style on what its being focused on. On your next trip drop by at Saville Row and also at James Smith & Sons - oldest umbrella store in New Oxford Street.

[@randybrickson4290]

yes, a walking tour of Savile Row would be a fine companion piece to this

[@robertp.wainman4094]

A lovely video of a priceless street! I used to think that purchasing expensive traditional makes would guarantee long lasting quality......but I've been very disappointed by both a Burberry raincoat (The two colours 'ran' into one another the first time it got wet!) and a Barbour jacket (Soon developed several small holes) - which I doubt would have happened to mass market equivalents at a fraction of the price. Can't fault Floris though.....have worn Elite for many years!

[@TheChapsGuide]

I’m wearing Elite today!

[@b_altmann]

Floris is also mentioned in a James Bond novel as something that 007 uses. Ian Fleming was one of the first to use product placement, I think. He also mentioned Rolex, of course, and Dunhill lighters.

[@ibexdnb2879]

Fantastic bit of information. Cheers.

[@robfulano2552]

I just returned from a trip to London. I walked three times through Jermynstreet. I didn’t buy nothing as I just bought three pairs online. Wonderful video of this beautiful, almost nostalgic street. Thanks

[@cv97035]

I bought an Aquascutum duffle coat as a gift to my sister when I was living in London in 2004. Still in perfect condition. I also managed to buy for myself a trench coat, just before they went bankrupt. Excellent piece! Pity that they did not survive.

[@cesarerossetti7004]

Mi mancano molto i miei viaggi a Londra , la magica eleganza di questa città. Ti ringrazio per questi video e ti mando un grande saluto dall' Italia.

[@stereomike75]

Translation - "I miss my travels to London a lot, the magical elegance of this city. Thank you for these videos and I send you a big hello from Italy."

[@TheChapsGuide]

Con mio piacere signore, spero che il video vi sia piaciuto e che abbiate l'opportunità di visitare presto Londra.

[@yoricirving-clarke836]

Charles Tyrwhitt shirts (and all their garments) are first class! £140 for 4 shirts is an absolute steal, and you can get better deals in sales! Their knitted stuff is top quality too! And, having recently bought a bottle of Blenheim Bouquet, a Floris fragrance is next on my list! :)

[@ernestoperriard4093]

Been there a few years ago, of course the street & the shops are superb , but sadly, confirmed by this video, there was no customers inside . It’s hard to understand how some of they can survive (parfumiers, grooming stuff, barbers…)

[@Paul92kent]

Huntsman & son tailor in nearby Saville Row is absolutely astonishing. ( The real “kingsman”) I was gifted a bespoke Huntsman jacket from my dad & they will re tailor any inherited garment to give many more years of enjoyment. It’s like a Patek Phillipe watch “you look after it for the next generation”

[@TheChapsGuide]

I will do a Saville Row tour soon.

[@Paul92kent]

@@TheChapsGuide The Burlington arcade is close by and a worthy whistle stop trip as well. I’m glad I found your channel, I’m ex job as well and have progressed from Levi’s, timberlands and jackets to now making the effort to be correctly appointed.

[@chuckbuckbobuck]

Huntsman is the bomb but Geives and Hawkes is my go to for my suits (6 they have made for me, 4 more to go till I say "no mas"). Huntsman may be the bomb but the best tailor in the world, by far is Davide Taub of G & H. He is the bomb over all bombs!

[@chuckbuckbobuck]

I love my Geives & Hawkes suits made by the incomparable tailor Davide Taub! Best tailor on the Row!

[@1zieglerbrian]

Love the Davidoff store!

[@williamdavies3295]

Just found this channel!. Top notch tbh. When i lived & worked in london back in the late 60’s, ronson lighters had a walk in repair shop in jermyn street. I took a lighter in there for a fettle up. Then went along to taylors for a shave. The shave parlour was toward the rear of the emporium. Fabulous shave, it was a hot summer day, the skin felt so cool & refreshed upon going outside. Keep up the good work, much enjoyment to be had from viewing.

[@Maverick47100]

A wonderful walking tour Ash, very well presented.

[@jaimezamudiomendez9426]

Algún día iré a visitar ese gran y maravilloso país. Y comprar en la calle Alemana Gracias por el viaje turístico. Saludos desde y

[@lucianobasil1005]

Sir first of all, I want to tell you that I love your videos a great deal.Second of all, I would like to thank you for this tour around London because I lived there in 1987 and 1989 and I had such great time there.Thank you very much indeed

[@presumablysteve]

Wonderful stuff! When I do eventually win the lottery (can't be too long now) then Jermyn St. is destination number one. You are hereby cordially invited to be my tour guide

[@TheChapsGuide]

Your on sir

[@MarkStark-dx9dm]

What a lovely tour of Jermyn St. I would love to go there, if I ever won the lottery Ash.

[@Patriotalliance]

I'll be there Monday! Dec 16th.

[@jeffreydaniels7519]

My favorite street. Would go visit Edward at Davidoff for my montecristos, love Turnbull and Assers for shirts and ties. Have a little lunch at the bar at Greens Champagne and oyster bar. I do like going over to GEO Trumpers on Curzon Street for a haircut and a shave. Fortnum and Masons is too touristy for me but it’s lovely to visit around the holidays, used to sell premium wines to them. Love everything Dunhill, used to buy their pipes, love their glasses. Like Hacket for sportswear. My first visit to GEO Trumpers in 1986, I had Actor Peter Graves of Mission Impossible on my right and the Duke of Westminster on my left.

[@philipklink5406]

Nice to see Jermyn St again after a 3 year absence from London. Thanks for the tour Ash, it brought back some happy memories. I must admit to not being a huge spender on my various trips to the street. I used to love seeing all the goods, colour combinations etc. just to get ideas. I do look forward to when I can next get back and spend a few hours there again. Cheers! Phil

[@alexscoolreviews1182]

Very nice b roll footage in the beginning

[@vaibhavmishra2331]

And here I was, wondering for years why there was a place called "German" street at the heart of the UK's capital city! Love the chanel, Ash!

[@thenicklas615]

OMG beautiful London England. I have to go there now. Even the streets are beautiful. I suspect living in London can't be cheap, similar to New York City., except London is much better looking and very posh. The stores are so pretty and sophisticated compaired to the stores in America. You're so lucky to live in England Ash ✌. And they actually have a statue of Beau Brummel former lieutenant of England's military. Good prodcast...

[@simonfellows1798]

Hi Ash ,great video as usual. I noticed that you said that the saphir shoe products in Taylor of old Bond Street were over priced. I purchased a Merkur de razor from Geo F Trumper last year which was also over priced compared to online but l chatted with the staff for about Half an hour and left with bag of free samples included some Eucris .so on balance well worth the extra cost

[@lorenzoleongutierrez7927]

Incredible! I was a pilgrim there just a month ago. More to buy, looking at the creations. You are right, people are happy to invite you to watch. I saw this there in Jeremyn street, Piccadilly arcade and even in Saville Row. A good service that in my eyes is not something exclusive to this neighbourhood, but to London and the UK in general from what I could see. I am very happy to see those same streets with your excellent description. Greetings and hugs from Chile!

[@336goodman]

I found it very informative

[@ibexdnb2879]

I love this world. I am definitely no chap but i am extremely intrigued by the lifestyle.

[@Sshooter444]

Great tour! You should do guided tours for a side job. Can you do the Burlington Arcade next, all I know about it is that it is where Bertie Wooster gets his ties!

[@dimarcodrahgi5866]

This dude holds speeches to international ambassadors dont think he has time to be a tour guide lol his skill set is a bit over par

[@stereomike75]

@Sshooter444 - Doesn't the story of the silver Cow-Creamer start in the Burlington Arcade as well?

[@well-blazeredman6187]

Good video, Ash. Just looked at the F&M breakfast menu: surprisingly reasonable.

[@marcdee4427]

Very good 👍🏻 viewing. Enjoyed this one nearly as much as the Christmas lunch one 👍🏻

[@TheChapsGuide]

Thank you very much!

[@marcdee4427]

Have you tried Floria jermyn st ?

[@bigprettyman3795]

Love Jermyn Street! Even if its just to window shop and dream, its a destination for me when i hit London.

[@stevelegge3307]

Paxton and Whitfield is nice but you are better sourcing direct from the farm, for example online montgomerie cheddar is £8 a KG cheaper.

[@captnagrom8178]

I enjoyed that. Thank you Ash.

[@BarrysAnalogInsights]

Ash on location!! Brilliant video to watch on a Saturday morning whilst I sip my English Breakfast tea :) Thanks Ash!

[@sumethamornjaruchit7510]

Thank you for your advice and walk tour. This helps us while we are in London to do good great shopping items.

[@jamesellsworth9673]

Decades ago, Church's footwear worked very well for me. I haven't been in London for some time: today I wear Mephistos.

[@guitarplayer5611]

Excellent tour Ash!

[@robbstone5866]

Love the tour Ash!! Great insights and I enjoy the format!! Keep up the great work!!!

[@mikehoare6093]

JOHN LOBB !!! earned the title of "nirvana" in every respect ! one day in the foreseeable future.......

[@MisterKnightly]

This is fantastic. I really appreciate your time here, as well as your disinterest in worrying about the demonstration.

[@the_9ent]

T.M. Lewin will be back. Soon online with plans to reopen stores one day.

[@johnblack5427]

Fantastic episode Ash. It makes me want to save for a couple of years while holding off on any other acquisitions and then go on a buying trip! Being careful to avoid "london prices " and just buy some quality stuff. For me, a t&a shirt, some c&j brogues, and maybe a smoke or two from Davidoff would be wonderful.

[@dannycalifornia1300]

Recently picked up a pair of tan westgate’s from the Burlington arcade store, absolutely beautiful, staff were amazing too.

[@stefanoorlandi8423]

Great video. I live in Milan, Italy, and my city is nice but it is also dying, for me. I find London real magic city and I love it, but I've known an English woman, who live in Italy, she told me that she doesn't like London. I was really suprised, but she said that some english people don't like London. Is it true? I can't believe it. Thank you. best regards.

[@bigbadbith8422]

I had no idea that Newton lived in Jermyn Street, but I did visit Taylor’s last year to buy their Sandalwood shaving cream, which cost me less that £20. The service was such that they could have been selling me a gold watch. Fantastic experience. And the cream is bloody good too!

[@BoStark]

London is my fav city which I’ve visited many times. Jermyn Street is a sure stop every visit.

[@alamore5084]

Very interesting commentary of Jermyn Street. Ash, I am not sure if you have ever attended a 'London Walks' guided tour? They are excellent and make for a great afternoon out. But think you could do the same thing applied to the sartorial world and history. I think the format worked very well. If you were interested in doing one of these guided walks once in a while I dare say they would be well attended Sir!

[@robertp.wainman4094]

Great idea!

[@steaklover948]

Heading to Paris. I think Paris has the best shops.

[@hoviswilliams1548]

I enjoyed shopping in Jermyn St when i was in London. Sadly London is not the city it used to be anymore.

[@valueink]

In what sense?

[@hoviswilliams1548]

@@valueink constantly pestered by other people and demonstrations going on.

[@mantisshadow8990]

Very spectacular video! I hope to visit London one day and some of these interesting sartorial shopping districts. I hope you may do a few more videos in this format, perhaps walking down Saville Row for example. It adds a bit of uniqueness to your videos as few others in the sartorial realm do these sort of pov mini tour videos.

[@marceloclemente7419]

This place is the heaven on earth. 😀

[@denton1972]

Jermyn Street is certainly a place to visit for the sartorial crows. There used to be a Church's shoes store in Washington, DC.

[@stylishoversixty9459]

Thanks for the Jermyn street tour a trip to London is definitely on my bucket list of things to do and see I hope to be able one day to afford a bespoke suit fashion somewhere on Saville Row again thanks for sharing have yourself a wonderful day as you continue on your style nirvana

[@palmer3977]

TOBS St James shaving cream is my favourite so far its a nice subtle scent & their Lavender shaving cream for a Sunday evening relaxing shave.

[@deshave5260]

Brilliant tour, Ash. Thank you for posting.

[@TheChapsGuide]

Glad you enjoyed it!

[@alcina5]

Yes, my fav London Street as well, bought shirts & ties there from Hilditch & Key, New & Lingwood, Hawes & Curtis and Turnbull & Asser on sale of course, but the quality is awesome. And very gentle and helpful staff. You pay a bit more but the items last so much longer. No 3 pay for 2 here !

[@ronaldpoppe3774]

Ash. I have been to London three times and it never gets old. I have always agreed with Samuel Johnson. I have Boswells book. You were also very near one of my favorite shops William Evans gun makers. I have a photo of myself in front of Boe Brummels home on Chesterfield rd. Thanks for the walk down memory lane. Cheers Ron

[@andrewshadowy2025]

It looks very nice here and somewhere I could take a visit to soon. I see within the title is pronounced with a J which sounded like G for German.

[@Medomsley]

I like Jermyn Street too Ash, especially Trumpers-when I can afford it! Long time since we last "spoke" so glad you are still doing the videos. Still wanting to see you with a moustache though-perhaps one day-Trumpers will style it for you....lol

[@noble_wolf]

I had a quick first-time visit last week (was attending to some business in London and had an hour or so to kill) - unfortunately as I was rather unwell, I couldn't really enjoy myself but I liked what I saw and will visit again when I'm firing on all cylinders.

[@adamc950]

This is the ultimate channel for gents . Pure style from head to foot . This man speaks my thoughts . And ultimately my style . We should learn from this man . A brilliant channel!

[@timshull59]

Lovely tour Ash, I have one Taylor of Old Bond saving cream it is excellent.

[@paullondon5332]

My favourite part of London

[@MikeB071]

Fantastic video! I already have several Charles Tyrwhitt shirts and a T&A tie and I use Taylor's shaving cream, so it's nice to actually see all of these shops. Makes me want to visit London more than ever! You've got a new U.S. subscriber!

[@dylananderson5810]

Visited recently. It was everything I wanted and more.

[@YommiOfficial]

Many once beautiful shopping districts like this near me (Portland, USA) have been destroyed via looting/riots/homelessness in the past few years. Really sad to see but glad the other side of the pond is still thriving.

[@TheChapsGuide]

Sorry to hear that

[@LandLockedSailor69]

ToOBS is the absolute best scented cream i have ever come across.

[@thormusique]

Wonderful video excursion, thank you! I spent a fair bit of time in Jermyn Street when I lived in London. Your tour of it has certainly brought back some memories. I daresay I could smell all the shops as you walked past them. Cheers!

[@RichardDouglas]

Great video as always, Ash. Was there around about a month ago and went to Christy's in Picadilly Arcade for my first ever hat - went for a trilby. Second what some others have said about the trepidation of entering some of these stores. You feel like you ought to be wearing equivalent garments to warrant entry.

[@George-iy8dd]

Excellent walking tour. Well done.

[@jimmydigital]

Please make a vid about cars for the dapper gentleman

[@williamcrawford8174]

Ash, surely when you are in London Truefitt & Hill is a must

[@philippedemontauvant5565]

Where I used to do some occasional shopping and to which I hope te return soon.

[@blazo11]

Agree 100% on the Taylor’s products. I bought some tobacco leaf on your recommendation. I think it might just overtake Mr Taylor’s as my favorite. If you’re able, check out Caswell-Massey’s shave products/scents. Similar heritage here in the States and excellent quality.

[@TheChapsGuide]

Thanks for sharing!

[@louisebrown4622]

Brilliant A thank you

[@0017Bulldog]

Fantastic. As a city planner and wannabe Chap, I totally enjoyed this visit and experience. Thank you.

[@TheChapsGuide]

Glad you enjoyed it!

[@Newtypenewtype]

Great video tour! Would love to see a similar walk through of watch shops if possible.

[@SandorHorv]

It was a really informative video. I hope we will see similar ones in the future.

[@cmbart1]

I truly wish I had the budget to shop on Jermyn Street. I do however love Taylor's shaving products; I quite agree regarding their Tobacco Leaf but also enjoy Royal Forest, Lavender, and Lime Zest.

[@jaymutsuddi]

Beautiful explanation of a beautiful street!

[@Blueguci]

That was great, I didn’t get to Jermyn St the one and only time I was in London so this will have to do. I did buy a pair of Barker’s brogue’s in the Regent St Barker shop though, a good experience.

[@phmwu7368]

10:58 we always jump into Floris 89 to buy the Ian Fleming Eau de toilette N° 89 in classic 100ml bottle. As the lamppost is in view, the fancy wriiten letter ‘W’ is the symbol of the Duke of Westminster. The smaller sign resembling two letters "C" back-to-back is Coco Channel ! 🧐

[@TheChapsGuide]

Well spotted sir.

[@victorhobson373]

Hi Ash thank you so much for this sartorial style tour of German Street.

[@iansoutryer3189]

That was a wonderful tour. That brings back happy childhood memories. Of course I did not have much money then, so all I could afford were ties and pocket squares which were reasonably priced back then. And I bought my first "Deerstalker Hat" (when I was 13) at "Dunn & Co." (now long gone) - while I pressed my nose at the shop window of "Bates Hats" at 73 Jermyn Street, but their prices were beyond my meagre means. But they are still around. And I remember "Paxton & Whitfield's" floor was covered with sawdust - it probably still is. Good to see nevertheless so many of the old names have survived. Thank you very much for this tour!

[@TheChapsGuide]

My pleasure sir.

[@Dunkelzeitgeist]

Absolutely loved this Ash, I have never been to Jermyn street, but I must go! I've opened multiple tabs because of you today 😅 making notes and lists, all wonderful stuff; Thank you, chap!

[@paulthomas511]

Greetings from Canada. Another fantastic video. Jermyn Street to me is what London is all about. I’m heading to London next week and Jermyn street will be my first port of call. Running low on Floris 89. Need a top up! Great work sir, keep up the good work.

[@alexfranchuk9608]

Great tour Ash, thank you. It is a dream to visit that part of London myself. I often buy TOBS shaving creams and Geo Trumpers shaving supplies either via the internet or in brick and mortar stores here in Melbourne. By the way, did you end up of buying Floris no. 127 by any chance? I realised this video is 2 yo. Best from Down Under.

[@TheChapsGuide]

Yes I did. It’s great!

[@haourss]

I want some of that shaving cream.

[@steveboyd3455]

Thanks for the tour.

[@charlesmagicien207]

Excellent tour of Germyn Street. I will definitely visit when I visit in London.

[@TheChapsGuide]

Have fun!

[@charlesmagicien207]

@@TheChapsGuide Will do. Thanks

[@richardpeters9086]

Love the video. I’ve spent many a happy hour wondering down along Jermyn Street. Some of my favourite brands are in that street, like Turnbull & Asser, John Smedley, Crockett and Jones and a number of others. I am fortunate enough to be a Turnbull & Asser bespoke customer. I finally took the plunge after years of wearing there RTW shirts. I am also a big fan of Charles Tyrwhitt shirts, especially for there price. Keep up the great content 👍

[@SAGHAJAR]

Brilliant, thanks for sharing your expertise and experience.

[@COLDMKULTRA]

Splendid stuff Ash ... Thank You!

[@flasherol3764]

I enjoyed your tour of Jermyn Street. Also looking forward to the Floris Fragrance. Top Video

[@derekfox6752]

Thank you for the walk around, I was recently in London for the watch show but didn't get to see this part of London. I will definitely make it a regular place to visit.

[@j.burgess4459]

Ash ventures out of our sleepy South-Western parish to visit London. I think this should become a regular feature - Ash in Rome, Ash in Berlin, Ash in Cairo, Ash in NYC, Ash _does_ Vegas, Ash in Tokyo, and (the piece de resistance) Ash in Kyiv 🤠

[@TheChapsGuide]

I can do an ‘Ash in Copenhagen’, I’m heading there in a few weeks.

[@joakimstoppenbach]

Thank you for a wonderful video. Have now two streets I have to visit next time in London: Jermyn Street and Baker Street.

[@jeffhreid]

Excellent video. My Wife and I will be in London again in September and you’ve piqued my interest in some new shops to check out

[@TheChapsGuide]

Have fun!

[@joelhuston1881]

Great tour!

[@kevinbutler1968]

Nice video and great street, you should do one on Bond Street.

[@mescnick]

I would go there on a Saturday.

[@likeris2]

you are Legend :)