Gents of London was founded by Pete Donoghue with a clear vision: to build a modern British brand rooted in craftsmanship, culture, and timeless style.

The brand’s origins lie on Amwell Street in Islington, London, where Gents of London first opened as a traditional barbershop. Quickly gaining a reputation for delivering some of the finest haircuts in the capital, the shop became a destination for discerning clients and earned recognition from Time Out as one of London’s standout grooming spaces.

As the business evolved, the natural progression was to develop and launch a men’s hairstyling range—products born directly from the barbershop floor and informed by real-world use. From there, Gents of London expanded into other categories that aligned organically with the brand’s ethos. Clothing and fashion had always been a key interest for Pete, and the barbershop itself embodied a strong subcultural identity, blending traditional London influences with contemporary style.

In 2022, the decision was made to sell the barbershop business to the staff, allowing Pete to step away from day-to-day retail and focus entirely on the continued growth and development of the Gents of London brand and its products.