The tradition of making a custom suit can’t be rushed – it’s an intimate, tactile experience requiring great care and skill. A time with a client is set, personal arrangements are made and fabric swatches pored over, before generations of hands-on craftsmanship are drawn upon to create a bespoke suit.

For 123 years, Oxford Street tailor Zink & Sons has drawn customers to its family business with this assurance of personalised quality. “Nurture good relationships and your business will prosper,” says director Daniel Jones.

In the video above, watch Jones explain the importance of maintaining his rare craft – and the legacy handed down to him by his father and his grandfather before him.

This article is produced by Broadsheet in partnership with Russell’s Reserve.