Founded in 1885, Turnbull & Asser has been a symbol of British shirtmaking excellence for over a century. Its creations, crafted in English workshops by expert hands, embody the perfect balance of classic elegance and refined craftsmanship. Official recognition came in 1980, when His Majesty King Charles III granted the brand the Royal Warrant, a seal of quality and prestige. Today, Turnbull & Asser offers ready-to-wear, bespoke, and Made to Measure garments designed for a clientele that seeks style, perfection, and personalization.

At the core of the company lie five founding values: strong and lasting relationships with the people across its supply chain, integrity in decision-making, creativity in details, uncompromising quality in every stage of production, and a tangible commitment to environmental sustainability—a central pillar of its future.

With the aim of innovating without ever losing its identity, Turnbull & Asser has embarked on a significant digital transformation in partnership with Crea Solution, an Italian leader in fashion technology. The first step was the introduction of CAD software, which redefined the way garments are designed: from virtual model development to fit simulations and real-time adjustments, CAD has reduced production times, errors, and waste.

But the change did not stop there. Digitalization has also embraced the Made to Measure process: through a dedicated portal, a customer’s measurements can be entered to automatically generate a personalized pattern, thanks to a centralized system that manages orders on a global scale. This approach not only speeds up production but also ensures consistency, accuracy, and efficiency, without compromising attention to detail.

Central to this process is Creafit Plus, the most advanced bespoke CAD solution on the market. Equipped with an intelligent database, it generates personalized patterns fully automatically while respecting previously defined tailoring rules. The system works like an experienced pattern maker—but with the speed and efficiency of technology.

The latest frontier of innovation is the IRIS system, an artificial vision technology that has revolutionized fabric cutting. IRIS can analyze every piece of cloth, detecting defects, lines, or misaligned checks and optimizing pattern placement only on flawless areas. Cutting is continuous and uninterrupted, with such precision that no further refinements are needed. The result? An impeccable product, created in less time, with fewer scraps, and greater efficiency.

Through these technologies, Turnbull & Asser has successfully modernized its processes while staying true to its tradition. Today, more than ever, it unites past and future in every shirt, telling a story of elegance, innovation, and respect for the environment.