While economising does not have a place in Brummell's vocabulary, bespoke quality does. Made-to-measure tailoring not only costs a lot of money, but spending a couple of hours on Jermyn Street can take a toll on one's busy schedule. A new online custom-tailoring service from Brass Bones offers a solution - a more personalised fit than the high street for a fraction of the time and cost of going bespoke.

Brummell concedes not everyone has the time or budget to visit a traditional tailor in person. But Brass Bones' website, launched this month, allows customers to choose fabrics, specify their own options, and input their measurements (collar, chest and waist, to bicep, sleeve length and shoulder width - instructions are provided).