One-way street in the St James's area of the City of Westminster Gentlemen's clothing market and it is famous for its resident shirt makers such as Thomas Pink, T.M Lewin and Hackett. George Bryan Brummell also known as "Beau" Brummell was Born on the 7 June 1778 and died on the 30 March 1840 He is the fashion arbiter for Regency England that he promoted trousers over knee breeches – he introduced, and established the modern men's suit worn with a necktie. His style of dress is often referred to as “Dandyism” meaning “Beau” a man who places particular importance upon his physical appearance A dandy is one who was self-made, often strove to imitate an aristocratic lifestyle despite coming from a middle class background. JERMYN STREET

BATES THE CAT Bates is the world’s famous hatter – Opened in 1898 Binks is the stuffed cat who was once alive He has a black silk top hat, as well as a beady eye and a fine cigar. Other shops who opened on Jermyn street were: Alfred Dunhill in 1907 and the oldest cheese store Paxton & Whitfield opened in 1797 Also in the Jane Austen’s days most retailers specialised in specific goods and were experts in their particular kinds of goods. Nowadays we have stores like Fenwick or Selfridges – They represent and sell different luxurious brands under one roof – Branding is much more popular and is done by different ways of medium.

PICCADILLY ARCADE The Piccadilly Arcade has grand entrances on both Piccadilly and Jermyn Street. It offers an attractive walk between two historic streets. 16 national and international shops offering high quality goods. Modern and vintage jewellery, handmade waistcoats and tailoring to unusual and unique giftware In Jane Austen’s days - late 17th and early 18th century - improvements in transport and manufacturing technology - Shopping became an important part of everyday life.