Created in the late 1980s, the Ted Baker brand is now considered one of the benchmarks of British fashion. A nice success that its creator probably did not imagine, preferring to give it a completely fictitious name!
We invite you to discover the funny story of this typically English brand and we give you our opinion on Ted Baker clothing and accessories.
The history of the Ted Baker brand
Do not look for the biography of any Ted Baker to learn more about the creator of the brand, he does not exist! The man who gave birth to this British label is indeed Ray Kelvin and his entrepreneurial story (or the legend he tells) is not ordinary!
It seems that everything started in 1987 during a fishing trip. Then aged 32, Ray Kelvin decided to start a ready-to-wear business and open his first store in Glasgow. But despite his sense of humor, he was not absolutely certain that his project would succeed. Instead of associating his own name with it, he opted for the name of Ted Baker, which he believed he had heard in passing conversation. The brand first made its name with men’s shirts and laundry services; thanks to Ray’s personality, the Glasgow store immediately met with great success. So much so that the Ted Baker brand quickly made its way to King Street, Manchester, Nottingham and even London, in Covent Garden, in 1990.
The company continues its development with the acquisition of the franchised company Goldberg & Sons, followed by the creation of a first women’s collection. In 1997, Ted Baker becomes a public limited company listed on the stock exchange and takes the name of No Ordinary Designer Label. Success follows at a relentless pace, with the opening of a first independent store in New York and an official e-shop as early as 1999. Then it’s the turn of the iconic Endurance suit to make its debut the following year, at the same time as a new women’s perfume.
At the start of the 2000s, Ted Baker truly became a staple on the international fashion scene, even making its way into cinema (in Casino Royale in 2006) and at major sports events (clothing the Australian football team during the 2006 World Cup and then participating in the London Olympics in 2012).
The following years are less glorious, the brand accumulating losses and Ray Kelvin being involved in a sexual harassment case. Forced to resign in 2019, he sees his “baby” bought in 2022 by Authentic Brands Group (ABG, also owner of Reebok). A change that comes with a profound reorganization of the company’s structure, but respecting Ted Baker’s style.
Our opinion on Ted Baker
In just over 35 years, the Ted Baker style, which we just discussed, has ceaselessly reinvented itself… without losing its identity! In other words, British elegance is honored, with chic clothing and a hint of eccentricity. Flowers are particularly prominent and bring a touch of originality to the male silhouettes.
One might regret the relatively high prices for the basics (39€ for a t-shirt, a hundred euros for shorts and shirts…), but fans of casual style will be able to find their happiness. It should also be noted that Ted Baker bags and shoes also enjoy a certain success: again, the proposals of the English brand are not lacking in interest, even if one should not hesitate to read the complete descriptions and be patient to find good deals!
💡Also read : Our opinion on the top fashion brands for men
The best clothes from Ted Baker
When Ray Kelvin created his brand, it was said, it was thanks to his shirts that he became known. Clean and stylish pieces, but that could also allow a bit of whimsy. This is still the case today, where Ted Baker shirts are infinitely versatile, from the most formal to the most relaxed. And in between, there are also some nice pieces to perfect a casual look!
Today, in our view, Ted Baker is also one of the best ready-to-wear suit brands. Even if we appreciate British eccentricity, we would steer clear of dubious patterns (like “leaf motifs”) in favor of more timeless sets, but always elegant.
If you are looking for a beautiful checkered or velvet suit at a reasonable price (around €500), the British brand is one of those to prioritize!
Current Ted Baker Promotions
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Where to buy Ted Baker clothing?
In 2024, Ted Baker no longer has any standalone stores in France, but the collections remain available in some multi-brand stores like Galeries Lafayette.
The choice is larger online, shoes, shirts, suits and other clothing of the brand being available on many marketplaces (Asos, Sarenza, Zalando…).