Friends Callum McCall and George Rutherford-Jones first bonded over a mutual love of menswear. “Cal and I were always very drawn to clothes that had a lovely and unique ‘handle’ – fabric that feels luxurious or different – and we both loved linen, which ages beautifully,” explains George. The pair would stroll around the city exploring independent clothing shops in places such as Lamb’s Conduit Street in Holborn, Jermyn Street in Piccadilly and Berwick Street in Soho.
New directions
In those days, a career in fashion was not on the radar George was in the army, and Callum was working in corporate communications after training as a barrister. It was when George left the army that things altered. “I was making a career change to the civilian world, and we discussed starting a business.
We shared a love of men’s clothing and the idea that we could do more, specifically with linen. It had been categorised as the summer shirting fabric for men and we wanted to explore finding a version with more weight and texture that could be worn all year round,” says George.
The brand grew to encompass other natural fibres such as wool. Using different weights and weaves of materials, the aim is still to change perceptions around how they might be worn. Callum explains, “Think linen for winter, wool for summer. They are both among the world’s most sustainable fabrics, but their versatility remains largely underdeveloped. At a philosophical level, we are trying to show there’s a better way to buy clothing - one that is rooted in supply chains that minimise the impact on the world rather than ignore it, which has been happening far too long in the fashion industry.”
Eco credentials
At either of the Original Fibres stores, you won’t find a single plastic button, and there is a complimentary repair and repurposing service to extend the life of each piece. Callum explains, “We're very conscious that some companies attach sustainability to a product description without any real substance or meaning behind it.
Right from the outset, we decided to make choices that didn’t undermine any of the good work we were doing with practices behind the scenes that would cancel out the positive impact of choosing a high-quality fabric. So we avoid single-use plastics and really hold ourselves to account.”
He continues, “As the creative director I am supported by Adam, our in-house designer. We choose our materials from our database of European mills and yarn producers. Adam will make the first production sample on the sewing machine. George is our model, so once we are happy with the shape and fit, we send the design to one of our factories in London and northern Portugal to put it into production.”
The team behind Original Fibres continues to grow, with Callum based in Lamb's Conduit Street and George stationing himself in Golborne Road. “In Holborn, we have a design studio underneath the store, and it’s the creative hub of the business. I base myself in Notting Hill, where we have our headquarters,” says George, adding with a smile, “Cal pores over fabrics, and I pore over spreadsheets to make sure we stay on track!”
Diverse districts
Both Callum and George love the areas of London where their brand is showcased. George continues, “The two streets are quite different. In Golborne Road, there is fashion mixed with antiques and second-hand stores, and incredible street food vans alongside some of the most premium and on-trend restaurants in the capital. The street has amazing diversity: there’s a strong Moroccan and Portuguese influence along with well-known celebrities.”
One A-lister has become a regular at Original Fibres, as George explains, “The actor Owen Wilson was living around the corner a couple of summers ago while he was filming and he bought several times from us. Whenever he’s back in the city, he pops in. He came last year and bought one of our shirts, which he then wore to Wimbledon later that day. Emma Stone also came in with her husband, who bought a ‘Railway’ jacket and a pair of trousers. I was completely starstruck!”
Like Golborne Road, Lamb’s Conduit Street has its own distinct identity. Callum says, “It feels like you have been thrown back into Georgian times. There’s the most beautiful architecture, and the cafés and bookshops are hard to beat. The street is home to independent stores that focus on doing one thing really well, and it felt monumental to open a shop here alongside brands that inspired us to start Original Fibres in the first place.”
Family first
Building a business sounds all-consuming, but the pair are sensible about prioritising their personal lives. Callum, who is based in Chiswick with his wife Emma, explains, “A good amount of exercise at the end of the day enables me to spend time at home without constantly thinking about Original Fibres.” George, who lives in Ravenscourt Park with his wife Emily and their new baby, says, “Daphne’s arrival has been a great antidote to work. Raising a young child while running a small business sounds like a stressful combination but in some ways, it provides a balance.”
The design duo have ambitions to break into the US market and they also want to expand their retail footprint. Online shopping is one thing, but there is no doubt that the beautiful textures and resonant colours of Original Fibres menswear are best experienced in real life.
Callum & George's London
What is your favourite London memory?
Callum: When all our friends arrived after our wedding lunch to take over Quo Vadis members’ bar in Soho – it felt like the pinnacle of what was already my favourite day.
George: Watching Emily walk down the aisle on our wedding day and then afterwards at the Chelsea Physic Garden; it's a hidden gem in the city.
Where do you like to eat in the capital?
Callum: St. JOHN restaurant, the original location in Farringdon. Fergus Henderson has put provenance on the map for our generation.
Where do you go to unwind?
George: I find that after a busy day, going for a run along the river is the best way to clear my head.
What or who have you got on speed dial?
George: Robert, our brilliant builder – and I won’t be sharing his number with anyone!
London's best kept secret is...
Callum: The Inns of Court. You walk through archways and it’s like a time capsule; you are sent back to a different century.
Who is on your radar?
Callum: Grace Wales Bonner MBE, the young British Jamaican designer who has recently been made Director of Hermès menswear. Her first collection is due to launch next year and I'm excited to see what she does.
