Norfolk fashion label that became a cult British brand says goodbye after 32 years

Old Town first opened in Norwich’s Elm Hill in 1992 before moving to Holt in 2000. Over 32 years it has grown into a cult British brand adored by its loyal customers for its high-quality utility-inspired tailored clothes.

But the Norfolk-based independent is now in the process of winding down, with its owners, designers Will Brown and Marie Willey, deciding now is the time to bow out on their own terms after both recently turned 68.

Old Town’s owners, designers Marie Willey and Will Brown, both 68 (Image: Old Town) “We’re in our late sixties and the way we’ve micromanaged this business has absolutely worn us out,” Willey said.

“We will continue to work with a shop called Labour and Wait in London, who are helping us find some manufacturing in London.

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“We’re hoping to get some manufacturing set up so we don’t need to be involved in the making process – we will just do some designing to keep us going for the next few years.  

“Carrying on like we are now just exhausting. We’ve got a fantastic little business but it’s just too much.”

Old Town (Image: Old Town) Old Town has built a loyal customer based over the years. When the couple emailed details of their decision to 200 long-standing customers some replied saying they would have to work out how many pairs of trousers they would need to order to see them through the rest of their lives.

The clothes are loved by their creators – Willey and Brown are rarely seen out of them– and this enthusiasm extends to their fans, who include historian Tom Holland, musician Billy Childish, writer Rebecca May Johnson, designer Giles Deacon and actors Toby Jones and Maxine Peake.

Old Town took inspiration from pieces that Brown had designed in the late 1970s and early 1980s for clients including David Bowie. 

Brown, Willey and their team of local seamstresses were making around 70 to 80 garments a week, with everything cut at the couple’s home studio and sewn by makers at their own homes.

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“We’ve done it ourselves and our way,” Willey said.

“It’s been a marvellous business and the response we’re getting is phenomenal.

“Some blokes have told us they didn’t have much confidence but wearing our clothes completely changed the way they felt about themselves, which is quite something.”