Five by Five Wins Charles Tyrwhitt Account

Men’s clothing retailer Charles Tyrwhitt has appointed independent creative and innovation agency Five by Five to lead on the development and launch of its new brand platform.

With a shift in men’s wardrobe trends, the retail business is accelerating its repositioning to be known for its business casual attire rather than just formal workwear, and ran a competitive paid pitch process to find the right agency to partner with on this transition. 

The agency demonstrated a true understanding of the business and their audience, sparking a connection with the client and was swiftly selected to take the lead. Present both during and post-pitch, Charles Tyrwhitt’s stakeholders have remained heavily involved in the development of the brand strategy and campaign work, showcasing true commitment to the process.

Craftmanship, charm and wit are central to the brand and will be pivotal to the new brand platform, so that all brand comms are intentionally and unmistakably Charles Tyrwhitt. The launch of the new brand platform will be rolled out across all the website, social media and digital channels, stores, their sustainability pledge, their association with England Rugby, as well as with their ambassadors, the likes of whom include English international cricketer Jos Buttler MBE.

Annabel Mackie, managing director at Five by Five, comments: “The team and I at Five by Five are so looking forward to making the most of our retail expertise for Charles Tyrwhitt, understanding the need for brand platforms that can translate across multiple requirements. We’re especially thrilled to be working with a client that we feel such a connection to: there’s a genuine meeting of minds that will truly benefit the outcome of this partnership.”

Joe Irons, chief marketing and sales officer at Charles Tyrwhitt, adds: “It was clear from the start that the Five by Five team had put in the work to fully understand Charles Tyrwhitt, our tone of voice, and what we represent. We can’t wait to spotlight the unique qualities of the brand with the agency’s help, achieving consistent messaging across all areas that can allow us to truly stand out from our competitors.”