Function, craftsmanship, and style come together in our products
Arterton is a London-based design atelier specialising in sartorial and lifestyle desiderata—fine goods that marry craftsmanship, functionality, and refinement. Founded by William Wong, the brand positions itself as a design-first studio rather than a conventional retailer, focusing on creating purposeful products that elevate the modern sartorial experience.
Guided by a philosophy of respecting tradition while continually innovating, Arterton keeps its collection deliberately small to ensure each piece embodies thoughtful design and enduring value. Its flagship creation—the British Design Patent-awarded Signature Garment Bag—epitomises this vision, uniting elegance, practicality, and technical precision for discerning clients, including over 75 per cent of Savile Row. In conversation with Fibre2Fashion, Wong discusses how design integrity, responsible sourcing, and London’s creative ecosystem shape the brand’s evolution in the global luxury landscape.
Arterton calls itself a design atelier of sartorial and lifestyle desiderata. How does this philosophy influence your product development decisions?
We believe a product should be more than simply ‘good’. The real question is: good for whom, and in what context? That is why we spend time understanding how our designs will be used, so function, craftsmanship, and style come together in a way that truly serves our clients.
Our Signature Garment Bag captures this approach. Awarded a British Design Patent, it carries up to three garments, prevents wrinkles in transit, and integrates thoughtful details like reinforced gussets and our unique Arterton Eyelet.
This philosophy runs through everything we make: respect tradition, but never stop innovating to bring elegance, practicality, and refinement to modern life as well as innovation.
Over 75 per cent of Savile Row relies on Arterton’s expertise. How has this relationship shaped your reputation and product quality expectations?
As more than 75 per cent of Savile Row turns to Arterton for expertise, this partnership has been instrumental in defining our reputation and elevating the standards to which we hold ourselves. Our aim has always been to craft the highest-level products, which can be niche and specialised. Savile Row represents the pinnacle of British tailoring, and it is precisely in this space that our products have found their most natural home. But if there were one area of traditional British craft that could benefit, it would be Savile Row. So, we found a natural affinity and home for much of our products.
Working with such discerning clients reinforces the expectation that every detail of our products must be uncompromising.
The Signature Garment Bag is described as the ultimate luxury suit carrier. How do you gather feedback from sartorial enthusiasts to refine such products?
It is my personal belief that success comes from a proactivity to continually revise and refine our products. Revision can come in two forms.
For one, we have general revisions, which are usually more substantial and see feature changes such as incorporating additional anti-moth features.
The second type of revision is more subtle. We make incremental improvements at every production cycle. These are often subtler adjustments, such as refining stitching techniques, material treatments, or finishing details, but they accumulate to elevate the overall product.
Importantly, these refinements are not always purely objective; many are subjective responses to the feedback we receive directly from sartorial enthusiasts and clients.
How does Arterton incorporate responsible sourcing and longevity into its design process?
We take a two-fold approach to sustainability, focusing on both sourcing and design.
Waxed cotton is central to this philosophy. It is naturally sustainable and exceptionally durable, resisting cracking, tearing, and fading far better than many synthetic fabrics. What makes it truly unique is its ability to be rewaxed and revitalised, extending its life for decades.
We also invite clients to return pieces from previous years to be rewaxed with natural waxes. This ensures their products not only endure but continue to look and perform beautifully over time, giving their products a renewed life.
What challenges do SMEs like yours face in the luxury accessories market, and how have you overcome them?
It is our aim to continually modernise and automate elements of British craft, which are otherwise traditional. But it really is a balance. Whilst our products retain the hallmarks of craftsmanship, attention to detail, high-quality materials, and thoughtful design, we have integrated modern systems into our operations, including digital design tools, automated manufacturing processes, galvo technologies, and increasingly, automated pneumatic systems.
All of this allows us to leverage our human talent and scale without sacrificing the artisanal feel. By doing so, we are not only preserving the spirit of traditional British craftsmanship but also ensuring it can compete and remain relevant in the new, global luxury market. Technology is not a replacement for craft, but a complement that allows it to thrive in the modern age.
Arterton is featured as a London SME success story. How has being part of London’s thriving business ecosystem contributed to your growth and visibility?
London’s depth of talent and history in menswear has also been a major catalyst to our recent success. From creative marketing minds to skilled craftspeople and retail professionals, the city attracts individuals who share a passion for design, quality, and culture. This has allowed us to grow a team that reflects both international perspectives and local expertise.
London & Partners focuses on helping high-growth sectors scale globally. How has their support influenced Arterton’s international reach and business development?
Our production and management staff has benefited from Made Smarter training programmes organised by London & Partners in conjunction with Kings College London and Brunel University. These initiatives, previously unavailable elsewhere, have enabled us to build new competencies in scaling operations, international trade, and innovation management.
In what ways can London continue to position itself as a hub for design, craftsmanship, and creative entrepreneurship on the world stage?
I think it is important to champion craft with a humble understanding of what it means within a modern context. London already offers much in this regard, with apprenticeships and vocational training that ensure traditional British craft skills are passed on to new generations while being adapted to modern production methods and digital tools.
Small manufacturers are also part of the bigger picture that defines London’s identity: textiles and specialist makers provide costumes and set design for the West End, which is central to the London experience for visitors, while small engineers and craftspeople supply products that feed into our High Streets, hospitality, and healthcare.
Manufacturing in London may not always be highly visible, but it remains essential to how the city functions, sustaining both its cultural and commercial life and reinforcing its position as a global hub for creativity, craftsmanship, and innovation.
Looking ahead, what innovations or new categories can sartorial enthusiasts expect from Arterton in the coming years?
We are rapidly expanding our product portfolio and building an Arterton ecosystem of complementary products. A key aspect of this ecosystem is modularity and interchangeability. For example, our travel handles, and luggage attachments are designed to be modular—they are not essential to the function of the bag itself but serve to enhance it.
At the same time, they are interchangeable, meaning that each accessory can be used seamlessly across the Arterton range.
Interviewer: Shilpi Panjabi
Published on: 12/11/2025
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.
