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Picture a beautiful English green surrounded by village pubs, reastuarants, antique shops and period buildings and you have the perfect settings for 21 The Green.




Opened by Jayne and Sotos Sotiriou in 1987, this designer menswear meets the needs of the local affluent area as well as providing a convenient shopping location for those not wanting to fully travel into the centre of London.

The corner site location (having won a award for its pretty garden and boxes) is striking by day and superbly lit at night attracting attention from nearby diners. As a consequence, Twenty One The Green is often to be found open on the evening as well as Sunday lunchtime to accomadate interested passers by.

The shop opens by appiontment at other out-of-hours times, even occasionaly taking key pieces of the collections to the homes of clientele who lead exceptionally busy lives or have celebrity status.

Shopping at Twenty One The Green is a leisure experience. Customers have been known to spend the whole day there. Nearby antique shops prove a source of entertainment for accompanying partners - not to mention the hospitality, coffee and vodka offered Twenty One The Green.

With exclusivity at the door, customers are given entry into the shop to find themselves in a light and welcoming environment.

A strong contestant for any window display award, the shop uses creative and innovative props and themes for maximum visual impact, inside and out. The light-wood, steel and glass interior (designed and installed way ahead of the minimalist trend), reflects the cool, understated style of the contemporary collections.

Surround sound stereo linked to video screens, full air-conditioning plus CCTV indicate the shop`s cutting edge technology. This is further indicated by the computorised EPOC system which interacts with the bar coded stock, keeping track of the styles and brands purchased, working out the sell-through ratio and profitability on each label. This method also identifies individual customer`s purchases throughout thr year, enabling fine-tuned personalization of the customers database. Customers can thus be contacted when their favourite brands, styles and colours arrive in the shop.

The business turns around a tremendous amount of merchandise from limited square footage of selling space.

The clientele is varied, partly due to the shops situation on a convenient cut through to the main roads leading to London`s West End. However, its reputation is far than its North London base with its collections, service and attitude combining to spread the word.

Twenty One The Green has recognised that it does not necessarily need more new customers, but can sell more to the loyal customers it already has. This has promoted a high level of customer nurture.

The team at Twenty One The Geen realise the importance of customer relationships through good communication and understanding of how a particular label can work for different people. There are numerous story's, therefore, reflecting the high level of customer care - from a two hour turnaround for suit alterations for travelling businessman... To home or even airport deliveries of new stock to awaiting customers.

Joining Twenty One The Green from the outset, the manager Paul Jones has bought his retail experience from a designer menswear multiple. This has been supported by a sales team often comprising fledgeling/resting male models, keen to dress in the house style.

The team offer a relaxed sales atmosphere, working on a non commission basis. Syle - concious Paul and Sotos (the owner) share the buying aspect together. With a natural attention to detail, they focus on beautiful fabrics and styles with accessories to compliment.

Always at the forefront of fashion trends, this small shop persuades multi national suppliers to give them exclusive accounts normally reserved for the big london stores. For example, Twenty One The Green were given the exclusivity to stock limited 1st edition Oakly Watches (only one thousand being issued worldwide).

They are also the only stockist of armani shades and fragrances in the area. The team have noted theie customers preference for products of specific designers, so the introduction of new and undiscovered designer talent has rarely proved succesful.

As a result of a huge growth in mens wear designer stores in London, other menswear retailers in the area have come and gone. However, by listening to there customers needs Twenty One The Green have insured their hold and increase of the market share and twelve years of continued growth. The shop has forged links with a prestigious local fitness centre and even American Express have highlighted this shop to its customers

Meet the team:


The lovely Fi will see to most of your needs.




Heres Michelle her forte is measuring inside thighs.




Heres the Boss, Sot. (AIN'T HE HANDSOME)




Thalia spoken for and rarely seen... but makes lovely coffee.




The bookman Siddique