Howard Kennedy hosted an evening with bespoke fashion designer Joshua Kane (JK) and IP partner Rosie Burbidge (RB), at the Century Club in Soho. The evening provided an in-depth look into Joshua’s journey, from launching his brand in his bedroom to dressing celebrities on the red carpet. Watch the video below.
RB: How did you start your brand?
JK: My journey into bespoke tailoring began after working for fashion houses such as Burberry and Paul Smith. Determined to carve my own path, I started crafting suits for friends from my bedroom, building my brand through word-of-mouth and social media.
My breakthrough came with a pop-up shop in Spitalfields, which coincided with Fashion Week. Over time, I transitioned from a traditional retail model to a bespoke-only, appointment-based showroom in Fitzrovia, allowing me to focus on exclusivity, craftsmanship, and individuality.
RB: How did you navigate the challenges of building an independent brand?
JK: Running a small luxury brand is no easy feat. The past decade has been a blur of endless projects, customer commitments, and growing expectations, especially as I began working with high-profile clients.
Despite this, my approach remained simple: one project at a time. Every penny earned was reinvested into the business - better materials, new designs, and expanding the team - ensuring that my brand continued to evolve.
RB: What was your first product, and how did your style evolve?
JK: My first focus was creating a three-piece suit that was both timeless and full of personality. My training in bespoke tailoring allowed me to craft pieces that stood out, ensuring every detail was unique.
One of my early inspirations was my personal experience shopping in Paris, where I found some luxury stores unwelcoming. That moment shaped my approach – making sure every client felt valued and included, whether in my showroom or through a digital consultation.
RB: How do you work with international clients?
JK: With customers worldwide, I had to adapt my bespoke process – especially during COVID. I turned to Zoom fittings, guiding clients through self-measurements with the help of a loved one and a tape measure.
Even today, many of my international clients place orders remotely, choosing designs from social media or the website. Some have even started customising their own suits, blending elements from different collections – a true testament to the flexibility and creativity at the heart of my brand.
RB: How do you engage with your customers?
JK: I have always managed the brand’s Instagram, Facebook, and Twitter myself, ensuring a direct connection with my audience. Many clients message me personally, sparking design ideas in the middle of the night!
While I admit this hands-on approach isn’t scalable, my team has been trained to respond with the same personalised attention, ensuring every client feels heard and valued.
RB: How do you handle red carpet dressing?
JK: The red carpet is where my brand truly shines. Managing multiple high-profile events in different countries on the same night is a logistical challenge, but the team ensures that every celebrity feels unique.
For instance, during one recent weekend, we had outfits on three separate red carpets across three countries, styling over 35 different looks - all while ensuring no two outfits clashed.
One of my proudest moments came at this year’s BRIT Awards, where Sabrina Carpenter’s viral red military-inspired ensemble - featuring authentic 24-karat gold braiding - was one of my creations. As an independent designer, seeing my work worn alongside Prada, McQueen, and Valentino was a career-defining moment.
RB: Do you spend money on advertising?
Surprisingly, I have never relied on traditional advertising. My brand has grown entirely through word-of-mouth, social media, and organic press coverage.
In fact, the only sponsored ad we ever ran resulted in likes from friends and existing customers, convincing me that authentic engagement was far more powerful than paid marketing.
RB: What does the future look like for Joshua Kane?
As I mark 10 years in the industry, I continue to push boundaries – blending traditional tailoring with innovation, expanding into film and costume design, and exploring opportunities in digital fashion.
For more insights into the future of fashion and retail, explore our latest EDGE of Retail report.
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