The Brand Edit: Paul Smith

For our latest instalment of The Brand Edit, we turn our attention to one of Britain’s most distinctive independent design companies: Paul Smith.

Founded on a spirit of curiosity, creativity and positivity, Paul Smith has become synonymous with a distinctly British approach to design- one that combines traditional craftsmanship with unexpected details, playful colour and a sharp sense of individuality.

What began in a tiny 3 x 3 metre shop in Nottingham, England, has grown into a global design company with more than 130 shops across over 60 countries. Yet, despite its international success, the brand continues to be guided by the same philosophy that has been at the heart of Paul Smith since the very beginning: “You can find inspiration in everything.”

A British Original

Paul Smith opened his first shop in Nottingham in 1970, establishing the foundations for what would become an internationally recognised name in British design.

From the outset, Paul’s approach was different. Rather than following fashion trends, he looked for inspiration everywhere-from art and music to architecture, travel and the everyday world around him. His lifelong passion for cycling has also become a recurring influence, appearing throughout his designs in subtle and sometimes unexpected ways.

This eclectic approach is central to the Paul Smith aesthetic. Classic British tailoring and timeless design are often given a playful twist, whether through colour, pattern, unexpected details or an unconventional reference.

In 2020, Paul Smith celebrated 50 years of independent design, marking five decades of remaining true to the curiosity and creativity that first established the brand.

The Signature Stripe

Few details are as instantly recognisable as Paul Smith’s Signature Stripe. Stripes have been part of the designer’s collections since his early days in Nottingham, evolving into one of the most iconic expressions of the Paul Smith brand.

The story behind the stripe is wonderfully characteristic of Sir Paul Smith’s approach to design. While looking for ways to create something different from anything else on the market, he began experimenting with coloured threads as he revealed he “made them with something called windings, where you take a piece of card and a selection of yarns in different colours, then wind the yarn around the card to build up a series of stripes.” The result was a vibrant combination of colour and proportion that became a defining feature of the brand. As Smith explains, “Colour is three-dimensional” and creating the stripes by hand allowed the colours to be seen at their most vivid.

Today, the Signature Stripe is made up of an extraordinary 40 different colours, with bands of varying widths creating its distinctive rhythm. While digital design techniques are now used to achieve the pattern, the sense of craftsmanship and experimentation behind it remains.

More Than Just a Stripe
The Signature Stripe isn't simply a recognisable logo or pattern. Within Paul Smith collections, it is typically reserved for products made from premium fabrics and materials, or introduced as an unexpected detail on more classic pieces. It reflects the wider philosophy of the brand: innovation, originality and craftsmanship.

The stripe can appear in bold, colourful form, but it is also interpreted through tonal variations and more subtle applications. This ability to continually reinterpret a familiar design is part of what keeps the Paul Smith aesthetic feeling fresh. It is a perfect example of how the brand takes something familiar and gives it an unexpected perspective.

Inspiration in Everything

Perhaps the most enduring part of Sir Paul Smith's philosophy is its belief in curiosity.

The designer's famous saying “You can find inspiration in everything”  continues to guide the company. From a piece of artwork to a vintage object, a cycling jersey to a piece of music, inspiration can come from almost anywhere.

That openness has allowed Paul Smith to create a world that feels both distinctly British and unmistakably individual. Its designs are eclectic without being chaotic, traditional without being predictable, and playful without losing their sense of sophistication.

For Wheelers Luxury Gifts, it is this combination that makes Paul Smith such an exciting brand to celebrate. The Signature Stripe brings colour and personality, while the quality of the materials and attention to detail make each piece feel considered and distinctive.

After more than five decades, Paul Smith's guiding philosophy remains as relevant as ever: stay curious, look closely, and find inspiration in everything.