Here at Tide, our members are front and centre of everything we do, and our Member Spotlight series is no different! In this series, we share a little bit more about some of our brilliant members.
Today, we introduce you to John, co-founder of Albert & Maurice. Founded by John and his brother, Bruce the brand redefines luxury country clothing.
Hi John! Can you tell us more about Albert & Maurice, and what inspired you to start the business?
My brother and I have been in the country clothing industry for decades, working with other people’s brands. It’s been a fantastic and rewarding journey, but we never had the opportunity to design and craft products ourselves – and that creative challenge really excited us.
Albert & Maurice was born from a desire to create a country lifestyle brand with enduring style – built for the British countryside, refined for the city.
What does the name ‘Albert & Maurice’ represent?
The name is rooted in our family history. My (unused) first name is Albert, and my brother’s middle name is Maurice. Our grandfather was Albert Maurice, and it goes back further from there. We wanted to stitch the Herefordshire family story into every thread of the brand, and the name captures that perfectly.
How does Albert & Maurice connect with the idea of English country living?
Albert & Maurice was born and raised in rural England, and its home will always be grounded in a modern country way of life. The style is very much designed for the office, the field, and the pub – for a man who wants one shirt that can tell a thousand stories!
You aim to be more sustainable in your business, can you share more about that?
We see sustainability as a journey. Whatever we achieved last year, we aim to do a little better this year. Last year, we launched knitwear made from SeaWool – a fantastic fabric made by recycling microplastics recovered from the sea. We’re currently upgrading our office insulation and improving our cardboard recycling processes. Next year, we plan to completely rethink our packaging. We’re not nearly at Net Zero yet, but that’s very much the goal.
What challenges have you faced since launching the business?
After a couple of years of planning, we launched the brand in COVID – our timing couldn’t have been worse. The supply chain was in chaos, launch events were cancelled, and social distancing made photoshoots nearly impossible. It was a rough start. Part of our brand design ethos is timelessness, so there was a certain irony in having to be patient and wait out those early hurdles.
What’s the number one piece of advice you’d give someone looking to launch their own business, especially in clothing?
You need a product you absolutely believe in. We know our range reflects the look and quality our customers want – because we are our customer. We live and breathe the lifestyle we design for. The confidence we have in the design and quality of our products makes it easy to sell them.
What’s next for Albert & Maurice?
Underwear! I complimented someone recently for wearing our socks, and they asked, “When’s the matching underwear coming out?” The answer is: soon! We’ve got a brilliant country-themed design that we’re really pleased with, but we’re still working on getting the fit and fabric exactly right. Hopefully, they’ll be filling people’s stockings by next Christmas.
Lastly, what’s your favourite thing about Herefordshire?
It’s hard to pick just one – it’s such a pleasure to live and work here. But if I had to choose, it would be the tranquillity. Just moments from our office which is in the bustling city centre, you can find yourself in the most stunningly peaceful countryside, surrounded by fresh air and natural beauty.
