A number of members of the Savile Row Bespoke Association will be joining forces with the gentlemen's requisites houses of the Burlington Arcade and the London Evening Standard this Friday, 15th June, to co-host a cocktail reception with a difference in recognition of the British Fashion Council's inaugural London Collections: Men.

Savile Row meets the Burlington Arcade will begin at 4pm when the SRBA members Anderson and Sheppard, Dege & Skinner, Gieves & Hawkes, Henry Poole & Co, H. Huntsman & Sons and Norton & Sons will open their showrooms and workshops to invited guests, where they will each show a bespoke garment cut from fine quality lightweight wool to showcase the Woolmark Company's Cool Wool campaign.

The Woolmark Company re-launched its successful Cool Wool campaign to manufacturers and the trade press at Premiere Vision in April of this year. The bespoke tailors of Savile Row have long supported the use of lighter weight Merino wool for Spring/Summer and are delighted to display garments made from Cool Wool and cut especially for London Collections: Men.

At 6.30pm guests will move on to the Burlington Arcade - constructed in 1819, the world's oldest and grandest covered shopping arcade - for the reception where Savile Row Collins and Burlington Beadle cocktails will be mixed by Mr Erik Lorincz, the head barman of the Savoy Hotel's American Bar. Mr Lorincz invented the Burlington Beadle cocktail in honour of the Burlington Arcade's so-named guardians, for whom Henry Poole has made magnificent new liveries, which will also be unveiled on the night.

The gentlemen's requisites houses of the Burlington Arcade will remain open to guests of the reception and those participating include Crocket & Jones, Globe-Trotter, Harry's of London, Jimmy Choo Men, Pen Friend, Penhaligon's, Pickett and The Vintage Watch Company.

A collection of vintage and new model Maserati sports cars supplied by HR Owen, the UK's leading luxury car retailer, will also be on show in Savile Row and adjacent to Burlington Arcade. The innate elegance of Maserati's vintage and ultra-modern current models is perfectly suited to the evening, effortlessly reflecting Savile Row's eclectic mix of classic and cutting edge tailoring houses.