Many of you are already familiar with Arterton as a trusted online boutique to shop for luxury shoe care, garment care, and footwear. However, you might not be aware that Arterton has recently acquired a physical home in the heart of London.
At the heart of the Arterton showroom and lounge lies a vision to redefine the sartorial experience in London. The aim is to transform it into more than just a retail space but rather a community hub for like-minded sartorial and shoe enthusiasts. Notably, Arterton's selection includes independent shoemakers, addressing the common accessibility issues associated with shoes—fitting, exchanges, and more. Additionally, Matthew Gonzalez, the resident bespoke tailor and the only American Savile Row cutter, offers Anglo-American styles that blend English silhouettes with elements of mid-century modernist American design.
In this exclusive interview, we have the pleasure of delving into the world of Arterton with its founder William Wong, and hear more about his unique vision for Arterton's future.
Styleforum: How did you hear about Styleforum, and in what capacity did you start here as a member?
William Wong: Styleforum has been a staple for so many years that I honestly don’t remember how I first heard about it. I get the sense that this is an answer that many would share with me.
Thinking back, it was in the late noughties that I first discovered SF. I distinctly remember discussing menswear with fellow enthusiasts while experimenting with bespoke and CMT commissions as a fresh-faced individual. I would source fabrics, trimmings, and head up to various workshops in Hong Kong to speak to cutters. Indeed, I learned a lot about the trade in this way. Funnily enough, it was this accidental experience that eventually allowed me to envision new ways to contribute to the industry
SF: When and how did you start in the industry?
WW: I suspect my answer might differ from those of past interviewees, as I took a more arabesque route. I had a career in academia, very briefly serving as a lecturer in formal logic at a university in Hong Kong, as well as a business background in industrials. Arterton started off as a passion project that, to my surprise, has been well-received.
I suppose one should always do something they (a) love and (b) are good at. Those who are fortunate can do both.
SF: What is the best part of the job?
WW: If you had asked at the very start of Arterton’s journey, I would have said 'product development.' After all, I liked the bespoke world, classic menswear, and the various goodies that you can spend your money on.
However, over time, I would genuinely say it's the network of friends that I have accumulated. I am thankful to all those who helped me, trusted me enough to enter into a business relationship, and provided guidance. While there were some bad apples—whether malicious or genuinely greed-driven—the number of good people far outweighed the number of bad people. I always remind myself of this point.
SF: What is your least favorite part?
WW: Bookkeeping. Very tedious; I do not like it.
SF: How do you stay up to date with the clothing industry and current trends?
WW: Simply put, in terms of our specialization (e.g., shoe care, wardrobe care, bags, and hangers), we aren’t focused on keeping up with trends. Quite the contrary, we seek timeless and classic designs.
SF: What product you thought would be a hit, but bombed?
WW: Honestly, I am not so sure. We haven’t had any major bombs yet. I’ll let you know when it eventually happens..
SF: If movie characters were real, who would shop at your store?
WW: You know that Bruce Wayne once ordered 300 Nakata hangers? That’s one well-built wardrobe.
SF: You’ve recently launched a new showroom in the Princes Acade; how does it feel to see your name associated with the London area noted from Menswear?
WW: It’s fantastic. We recently moved from Savile Row to the Princes Arcade within St James’s, situating us right where we want to be. The area plays host to a number of enthusiasts as well as discerning individuals who appreciate the sort of stuff that we do.
SF: I have a pair of Yearn shoes. Honestly, I feel that they are very underrated. Please tell our audience about them.
WW: We are very proud to represent Yearn Shoemaker in the UK and Europe. The brand now has a strong cult following among enthusiasts, as you mentioned.
SF: What are three pieces of advice you would give to your younger self?
WW: It’s always good to remind oneself that trust is earned over time, whether you are earning someone’s trust or beginning to trust someone; Recognize the power of being analytical and integral in your decisions; Try to be nicer to others, even if the circumstances in the moment make it hard.
SF: What did you wear to your first ever job interview?
WW: I am pretty sure it was an interview for the position of personal trainer when I was just a teenager and that I was wearing a polo shirt + chinos. For the record, I didn’t get the job.
SF: Describe the Arterton brand using only 4 words.
WW: Ultra-luxury, discernment, British, lasting.
SF: What is making you happy today?
WW: Instead of running around, I finally get to make a cup of black coffee and sitting down at a desk whilst it is sunny outside here in London.
Visit Arterton's Official Website and use the code 'SFARTERTON" for 10% off your order.
Visit Arterton's Official Affiliate Vendor Thread
At the heart of the Arterton showroom and lounge lies a vision to redefine the sartorial experience in London. The aim is to transform it into more than just a retail space but rather a community hub for like-minded sartorial and shoe enthusiasts. Notably, Arterton's selection includes independent shoemakers, addressing the common accessibility issues associated with shoes—fitting, exchanges, and more. Additionally, Matthew Gonzalez, the resident bespoke tailor and the only American Savile Row cutter, offers Anglo-American styles that blend English silhouettes with elements of mid-century modernist American design.
In this exclusive interview, we have the pleasure of delving into the world of Arterton with its founder William Wong, and hear more about his unique vision for Arterton's future.
Styleforum: How did you hear about Styleforum, and in what capacity did you start here as a member?
William Wong: Styleforum has been a staple for so many years that I honestly don’t remember how I first heard about it. I get the sense that this is an answer that many would share with me.
Thinking back, it was in the late noughties that I first discovered SF. I distinctly remember discussing menswear with fellow enthusiasts while experimenting with bespoke and CMT commissions as a fresh-faced individual. I would source fabrics, trimmings, and head up to various workshops in Hong Kong to speak to cutters. Indeed, I learned a lot about the trade in this way. Funnily enough, it was this accidental experience that eventually allowed me to envision new ways to contribute to the industry
SF: When and how did you start in the industry?
WW: I suspect my answer might differ from those of past interviewees, as I took a more arabesque route. I had a career in academia, very briefly serving as a lecturer in formal logic at a university in Hong Kong, as well as a business background in industrials. Arterton started off as a passion project that, to my surprise, has been well-received.
I suppose one should always do something they (a) love and (b) are good at. Those who are fortunate can do both.
SF: What is the best part of the job?
WW: If you had asked at the very start of Arterton’s journey, I would have said 'product development.' After all, I liked the bespoke world, classic menswear, and the various goodies that you can spend your money on.
However, over time, I would genuinely say it's the network of friends that I have accumulated. I am thankful to all those who helped me, trusted me enough to enter into a business relationship, and provided guidance. While there were some bad apples—whether malicious or genuinely greed-driven—the number of good people far outweighed the number of bad people. I always remind myself of this point.
SF: What is your least favorite part?
WW: Bookkeeping. Very tedious; I do not like it.
SF: How do you stay up to date with the clothing industry and current trends?
WW: Simply put, in terms of our specialization (e.g., shoe care, wardrobe care, bags, and hangers), we aren’t focused on keeping up with trends. Quite the contrary, we seek timeless and classic designs.
SF: What product you thought would be a hit, but bombed?
WW: Honestly, I am not so sure. We haven’t had any major bombs yet. I’ll let you know when it eventually happens..
SF: If movie characters were real, who would shop at your store?
WW: You know that Bruce Wayne once ordered 300 Nakata hangers? That’s one well-built wardrobe.
SF: You’ve recently launched a new showroom in the Princes Acade; how does it feel to see your name associated with the London area noted from Menswear?
WW: It’s fantastic. We recently moved from Savile Row to the Princes Arcade within St James’s, situating us right where we want to be. The area plays host to a number of enthusiasts as well as discerning individuals who appreciate the sort of stuff that we do.
SF: I have a pair of Yearn shoes. Honestly, I feel that they are very underrated. Please tell our audience about them.
WW: We are very proud to represent Yearn Shoemaker in the UK and Europe. The brand now has a strong cult following among enthusiasts, as you mentioned.
SF: What are three pieces of advice you would give to your younger self?
WW: It’s always good to remind oneself that trust is earned over time, whether you are earning someone’s trust or beginning to trust someone; Recognize the power of being analytical and integral in your decisions; Try to be nicer to others, even if the circumstances in the moment make it hard.
SF: What did you wear to your first ever job interview?
WW: I am pretty sure it was an interview for the position of personal trainer when I was just a teenager and that I was wearing a polo shirt + chinos. For the record, I didn’t get the job.
SF: Describe the Arterton brand using only 4 words.
WW: Ultra-luxury, discernment, British, lasting.
SF: What is making you happy today?
WW: Instead of running around, I finally get to make a cup of black coffee and sitting down at a desk whilst it is sunny outside here in London.
Visit Arterton's Official Website and use the code 'SFARTERTON" for 10% off your order.
Visit Arterton's Official Affiliate Vendor Thread
