(L-R) Jamie Baulch, Simon Horsley, Colin Jackson
Olympic medallists Jamie Baulch and Colin Jackson join designer Simon Horsley to mark the opening of the British menswear brand’s new store near St George’s Park, as Vinnie Jones’s cult-favourite Baker Boy caps help put its rebellious take on country style firmly on the international fashion map
By Donna Richardson
Where British country heritage meets a rebellious spirit, style refuses to play by the rules. That’s the philosophy behind Crow & Jester, the distinctive British menswear brand favoured by Vinnie Jones that recently opened its new flagship store in Burton-on-Trent, near St George’s Park, the home of England football.
Celebrating the creative vision of renowned designer Simon Horsley, the brand brings a fresh attitude to traditional craftsmanship, pairing handmade Scottish tweed Baker Boy caps with distinctive tailoring and an unapologetically individual edge. Already making its mark on the international stage, with its designs worn by Vinnie Jones in Guy Ritchie’s series The Gentlemen, Crow & Jester is carving out its own territory in contemporary menswear - where timeless British character meets a bold, modern outlook.
The big store launch on 10 October saw sporting celebrities such as Colin Jackson, the former world champion hurdler and Olympic silver medallist, and Jamie Baulch, Olympic silver medallist, former world indoor 400m champion, and Commonwealth Games gold medallist. Jamie is also a business partner in Crow & Jester and has known Simon for around 20 years.
The brand has attracted international attention for its distinctive Baker Boy caps, particularly after actor Vinnie Jones wore one in Guy Ritchie’s The Gentlemen. Yet while celebrity recognition has introduced Crow & Jester to a wider audience, Simon remains focused on the principles that have shaped the business from the beginning: thoughtful design, quality craftsmanship and a personal approach to customer service.
“We’re honest, approachable people who happen to create beautiful clothes,” Simon says.
A Flagship Store with a Difference
From the moment you step inside the new store, its interior reflects Simon’s creative outlook, combining traditional country-house character with unexpected, playful details. Victorian wallpaper and green panelling sit alongside industrial shelving and clothing rails, while bright pink and green hats and a vivid blue moose’s head introduce a splash of eccentricity, and leather sofas add to the relaxed atmosphere.
The flagship showcases the brand’s distinctive headwear alongside ready-to-wear clothing, leather bags, heritage sports tweed and bespoke tailoring. It also provides a base from which Simon hopes to strengthen relationships with neighbouring communities and introduce more people to the label. Rather than pursuing rapid expansion for its own sake, he wants the business to grow through personal recommendations, lasting customer relationships and a reputation for quality.
From Derbyshire to the Fashion World
After four years studying fashion at Derby College, Simon worked as a pattern cutter before becoming factory manager at the famous “R. Newbold” factory. Gaining hands on experience working on collections for fashion designers Paul Smith, Ozwald Boateng, Nigel Cabourn and Comme des Garçons. In the 1990s, Simon opened a Crow & Jester shop on the former Jesse Boots premises in Hockley, near Nottingham’s historic Lace Market. Then came recognition as he signed contracts Harrods, Harvey Nichols, Bentalls and Woodhouse.
“I would never pretend that I sit there and hand-make every single suit myself. I know some incredible tailors who still do everything by hand, from start to finish. I have enormous respect for their work. Our approach is a little different, but that doesn’t mean it’s any less considered.”
The Baker Boy Cap that Changed Everything
One of Crow & Jester’s most significant breakthroughs began with a single Baker Boy cap requested by Vinnie, but he wanted a design that sat lower at the back, with carefully balanced proportions. Simon developed several prototypes, refining the shape and fit until he found the right version. Finally, Vinnie told him: “I love it.” Made from carefully selected tweed, the cap reflected Simon’s belief that even a seemingly simple accessory deserves thoughtful design and construction.
Vinnie decided to spontaneously wear it during filming for the first series of Guy Ritchie’s The Gentlemen. He messaged Simon to let him know, and when the series reached audiences, demand for the cap went through the roof with the team making 270 in December alone and now orders come in from all over the world.
Crow & Jester went on to develop a wider collection, including The Vinnie Jones, The Vinnie Jones in the Country, The Vintage and The Gentlemen 2 caps. Vinnie has continued to wear the brand, including at the London premiere of the second series of The Gentlemen, where he appeared in a coordinated outfit featuring a checked double-breasted suit, Baker Boy cap and tie.
Traditional Tweed with a Contemporary Edge
“Tweed represents where I am now in life,” he says. “I’ve always wondered why everyone wears the same green tweed and why country clothing has to look a particular way. Why not introduce a little punk fashion or London streetwear while retaining the beauty of traditional tweed and tailoring?”
Simon has little interest in designing to a prescribed seasonal formula. He describes the possibilities of colour and pattern as being like walking into a sweet shop, with endless combinations to explore. His ADHD influences his creative process, making conventional, trend-led design methods less suited to the way he works and he takes around three weeks to design a single piece. I couldn’t work by simply attending trade shows, studying catwalks and producing a certain number of designs in a particular colour palette.”
A Partnership Built on Belief
Jamie Baulch’s involvement in Crow & Jester brings a longstanding friendship and a shared belief in the designer’s vision. Having known Simon for around 20 years, Baulch has followed the development of his work and become a regular wearer of the brand.
“Simon Horsley of Crow and Jester is one of the best designers this country has ever seen,” he says. “That’s a big, bold statement, but I genuinely believe it. When I first met Simon, I fell in love with his clothing and the way he thinks. I was immediately drawn to his designs. Italy and France are rightly renowned for their fashion, but I think Britain is a global leader when it comes to country wear. Simon is right at the cutting edge of that. He’s taking something that has existed for hundreds of years and giving it a fresh, contemporary twist.”
Looking Ahead
The Baker Boy caps have opened the door to new audiences, but Simon wants customers to discover the full breadth of the collections, from bespoke tailoring to contemporary interpretations of traditional country clothing. The store near St George’s Park offers an opportunity to experience the fabrics, fits and details in person while getting to know the people behind the brand. The team is taking a community-first approach, building relationships with local residents and neighbouring villages as it establishes the flagship.
More than two decades after first launching Crow & Jester, Simon is looking forward to the next chapter and remains committed to making beautiful things, respecting craftsmanship and treating customers well. He wants the brand to stand for its values and individuality, rather than simply being associated with whatever happens to be fashionable.
With its new flagship, an established partnership with Jamie Baulch, Vinnie Jones wearing the brand and growing international recognition, Crow & Jester is entering its next chapter with a distinctive vision of British style: one that honours the past while giving individuality room to flourish.
For more information: crowandjester.co.uk
