Apple Tailoring opens in London

The full name of Apple’s second boutique store was Apple Tailoring (Civil and Theatrical). It was situated at 161 King’s Road, and was run by 25-year-old Australian designer John Crittle.

The Beatles’ dress sense is quietening down now, like everyone else. They all went mad last year, but now they’re all coming back to a normal way of life. We won’t get teenyboppers here, because prices will be too high for them. We’re pushing velvet jackets and the regency look, although The Beatles put forward plenty of suggestions. They have pretty far ahead ideas, actually. We’re catering mainly for pop groups, personalities, and turned-on swingers. The teenagers seem too frightened to come in, even though they know this is The Beatles’ place. Maybe it’s because the place is too elegant and too expensive.
John Crittle

The premises were shared with another clothing company, Dandy Fashions (sometimes spelt Dandie), which had opened in 1966. Apple Corps’ Neil Aspinall and company accountant Stephen Maltz became directors of Dandy as part of its transformation into Apple Tailoring.

The basement also housed a hairdressing salon financed by Apple and run by Leslie Cavendish, The Beatles’ hair stylist.

Apple Tailoring lasted longer than the Baker Street boutique, but it too closed in 1968. The Beatles decided to withdraw from high street commerce and gave the business and all stock to Crittle.

Also on this day...

Want more? Visit the Beatles history section.

4 responses on “Apple Tailoring opens in London

  1. Stephen Walsh

    Leslie
    Remember me – friend of John Crittle’s and I designed the Apple Hairdressing poster for you back in 68 and I then went to the RCA and designed your letterhead etc!
    Let me know how to contact you
    Best
    Stephen

  2. Michael Williams

    Im Michael Williams I was a great friend of John and Andrea id love to hear from anyone who remembers me from those wonderful times. I live in Hove sussex.

Leave a reply