The Manly History of St. James
February 8, 2021
Despite the hustle and bustle of Piccadilly just a stone's throw away and contemporary elements like electric car charging points, the streets surrounding St. James's are steeped in history and tell many stories. From Pall Mall to Jermyn Street, there's a story behind every door and a tale behind every set of black Georgian bars. Lower St. James's is among the most glamorous, which is why Truffett & Hill, the world's oldest barbershop, made it their home in 1994—the perfect address to continue their centuries-long tradition of helping the modern man, regardless of era, look and feel his best. It's for this reason that the stylish, well-groomed men of their time have chosen this area for centuries, making it the epicenter of London masculinity.
To understand why, it's helpful to consider the area's proximity to royalty. In 1662, King Charles II granted a lease on the lands surrounding Pall Mall, which had been owned by Henry Jermyn, Earl of St. Albans. Soon, luxurious homes sprang up for those at the King's Court, and around them sprang businesses and social enterprises aimed at serving these nobility. Just as Truffett & Hill is considered the world's oldest barbershop, so Locke & Co. Hatters can boast the title of "the world's oldest milliner," founded on St. James Street—opposite where Truffett & Hill stands today—in 1676.
The makers of Admiral Nelson's famous hat were followed by a host of craftsmen catering to the nobility. Berry Brothers & Rudd was founded in 1698 to keep the wine flowing at the nearby grand mansions, and there were also tailoring services for men. Jermyn Street quickly became a center of masculine style, from shirtmakers to shoemakers to specialists in accessories. This was due to two factors: the proliferation of military gentlemen's clubs and the proximity to Savile Row, which had developed in the mid-18th century. A man could have his suit tailored, then walk south to St. James's for matching ties, shoes, and shirts. It's no wonder that Beau Brummell, Britain's original Danny, was a familiar sight in the neighborhood, and he went on to unveil a statue in his honor at the entrance to Piccadilly Arcade on Jermyn Street.
The establishment of the Albany in Piccadilly also cemented St. James's as a favorite haunt for fashionable men. The beautiful Georgian mansion was converted into apartments in the early 19th century, accessible only to bachelors—so much so that a secret entrance was created at its rear to provide direct access to Savile Row, among other things. Renting a room at the Albany (without adding the "the") was a sign that a young man had entered London's high society, and the men who lived there—among them Lord Byron and former Prime Minister Lord Gladstone—made St. James's their playground, and the nightlife scene flourished.
Gentlemen's clubs like the Carlton Club, Boodles, and Whites have always catered to the man in need of a let-down, but the 20th century brought with it a more reckless kind of narrative. Tramp began in the 1960s and became a favorite haunt of rebels like the Rolling Stones, Rod Stewart, Michael Caine, and Sir Terence Stamp (who lived at the Albany). Fortunately, the area's restaurants were open the next morning, serving up a strong cup of coffee and an Egan's Benedict. While today's modern gentleman focuses on wellness rather than early morning cocktails, Truffett & Hill is still present in this historic center of British culture to help him look and feel his best.
Image source: By Ham - Own work, licensed under CC BY-SA 3.0
