Alright then, let’s talk about Ted. Not a person, of course—we all know that by now—but a feeling. Ted Baker is one of those brands that’s just there in British life, isn’t it? You see it on the high street, at weddings, and especially at those slightly-fancy-but-not-black-tie dos. It’s the go-to for a bloke who wants a shirt with a bit of personality or a woman after a dress that’s a bit more fun than Reiss but not as out-there as LK Bennett.
But in the last few years, with all the financial kerfuffle and administration palaver, you’ve got to ask: what’s the state of Ted Baker? Is it still the reliable purveyor of quirky British style it always was? I’ve been buying their gear for over a decade, from my first graduate interview suit to my mate’s wedding last summer, so I thought I’d give you my full and honest take.
**👔 The Tale of the ‘No Name’ Brand: A Bit of Background **
Ted Baker’s story is a classic bit of British entrepreneurial spirit. Founded in 1988 in Glasgow by Ray Kelvin (the “Ted”), it started with just one shirt shop. The genius was in the marketing: this mysterious, charming “Ted” figure who had an eye for detail. It was all about perceived value and discovery. The early ads were playful, the stores felt like a step up from the high street, and the quality was noticeably good for the price.
The brand exploded by offering what many called “accessible luxury.” It wasn’t cheap, but it wasn’t Savile Row either. It was that sweet spot for professionals who wanted designer-adjacent style without the designer price tag. The signature was always in the details: the playful prints, the quirky linings, the slightly-offbeat tailoring. For years, it was utterly reliable.
Then, well, things got a bit rocky. After Ray Kelvin’s departure in 2019 following some allegations (which he denied), the brand went through a real wobble, eventually collapsing into administration in 2022 before being bought by the American group Authentic Brands. It left a lot of us wondering: has the magic gone?
The Ted Baker Vibe: More Than Just Clobber
Walking into a Ted Baker store still feels like an event. It’s dark wood, moody lighting, and everything is meticulously presented. It’s not just a shop; it’s a branded experience. You’ll find everything from the main event—clothing—to sunglasses, watches, fragrance, and even wellies. It’s a lifestyle brand in the truest sense.
The aesthetic has always been “classic with a twist.” Think a well-cut navy blazer, but with bright floral lining. A crisp white shirt, but with funky cocktail cufflinks. A little black dress, but with an unusual cut-out or print. It’s for people who want to look smart and put-together but also want to show a bit of their personality without screaming it from the rooftops.
The quality, historically, has been solid. Not mind-blowing, but you felt you were getting your money’s worth. The cuts are generally sharp and flattering, particularly their suiting and dresses. It’s the kind of brand your mum compliments you on.
The Main Event: Putting Ted’s Top Sellers to the Test
Right, let’s get down to the nitty-gritty. I’ve owned, worn, and washed more Ted Baker than I care to remember. Here’s my verdict on their headline acts.
1. The Signature Shirt (Men’s & Women’s)
The Verdict: ⭐⭐⭐⭐ (4/5)
This is where it all began. The shirt is the absolute cornerstone of Ted Baker.
- The Good: The fits are brilliant. For men, the ‘York’ slim fit is a winner—tapered but not skin-tight. The fabrics are generally high-quality cotton that feels substantial. The patterns and details are where they shine: from subtle polka dots to bold florals and those iconic printed inner cuffs. I’ve had some of my Ted shirts for 5+ years and they’ve held their colour and shape beautifully with proper care.
- The Not-So-Good: The price has crept up. They’re often £90-£120 full price, which is edging into a territory where you expect perfection. I’ve noticed slight inconsistencies in stitching on a recent purchase compared to my older ones. Always buy in the sale. You can consistently find them for £50-£70, which is a much fairer price.
- Is it worth it? On sale, absolutely. It’s still one of the best ways to get a high-quality, interesting shirt on the high street.
2. The Suit
The Verdict: ⭐⭐⭐⭐½ (4.5/5)
My first proper suit was a Ted Baker ‘Lorenzo’ and it served me impeccably for years.
- The Good: The cut is modern and incredibly flattering. The jackets are slim, the trousers are tapered without being skinny, and the armholes are high for a clean look. The little details—the colourful lining, the functional buttonholes, the quality of the wool blend—make it feel a cut above high-street rivals like Moss Bros or Slaters.
- The Not-So-Good: Again, full price is steep (£400-£500+). And the super-modern cut might not be for everyone, especially if you prefer a more traditional silhouette.
- Is it worth it? For a wedding, graduation, or a key interview suit, yes. It’s a workhorse that looks far more expensive than it is. Wait for a sale or check out outlets.
3. The Dress (The ‘Go-To’ Wedding Guest Number)
The Verdict: ⭐⭐⭐⭐⭐ (5/5)
If you’ve been to a British wedding in the last ten years, you’ve seen a Ted Baker dress. They are legendary for a reason.
- The Good: The fit is consistently excellent. They masterfully use draping, seaming, and structure to flatter a variety of figures. The designs are fashionable but not so trendy that they’ll look dated in a year. The fabrics feel special, often with lace, jacquard, or signature prints.
- The Not-So-Good: They are an investment piece, often £200-£300. Some styles can veer into the “samey” territory season after season.
- Is it worth it? If you need a guaranteed winner for a big event, 100%. It’s a safe bet that you’ll feel a million dollars in.
4. Accessories: Bags, Wallets & Sunglasses
The Verdict: ⭐⭐⭐☆ (3.5/5)
This is where the “lifestyle” part kicks in. Ted does a huge range of leather goods and accessories.
- The Good: The design aesthetic is strong. They look great. You’ll find the same playful prints and colours on wallet linings and bag interiors. The presentation, as always, is impeccable—everything comes in its own dust bag.
- The Not-So-Good: This is where you feel you’re paying for the name more than the product. The leather quality on wallets and bags is often corrected grain or low-grade leather, not the full-grain you’d expect for the price. They’re stylish, but not necessarily built to last a lifetime.
- Is it worth it? As a gift or a treat, maybe. For pure quality and longevity, you might be better off elsewhere. But for style points, they’re top-tier.
The Final Reckoning: The Good, The Bad, & The Quirky
| Aspect | Rating (out of 5) | The Gaff |
|---|---|---|
| Design & Style | ⭐⭐⭐⭐⭐ | Consistently hits the mark. Classic, wearable, but interesting. |
| Quality (Historically) | ⭐⭐⭐⭐ | Very good, but some recent concerns about consistency. |
| Price (Full RRP) | ⭐⭐⭐ | Has crept too high. Makes you pause. |
| Price (On Sale) | ⭐⭐⭐⭐½ | This is where the value is. Never pay full price. |
| Brand Identity | ⭐⭐⭐⭐⭐ | Strong, recognisable, and appealing. A true British icon. |
Straight from the High Street: What Other Shoppers Are Saying
“James T., Manchester”: “Bought a Ted suit for my mate’s wedding. Got it in the sale for £250. Felt brilliant, got loads of compliments. The lining is a proper talking point. Just don’t spill pints on it.”
“Chloe P., London”: “I have three of their occasion dresses. They just fit. I know my size and I can order online for any event and know it’ll work. The prints hide a multitude of sins, too!”
“Raj S., Birmingham”: “The shirts are my go-to for work. They look smart in the office but the hidden cuff print is a nice bit of fun for after-work drinks. I just wish they hadn’t gotten so expensive. I stock up in the January sales.”
The Bottom Line?
So, where does that leave old Ted? The brand has undoubtedly been through the wringer, and a keen eye might spot a slight dip in the impeccable finishing it was once known for. The full prices now feel a tad ambitious.
But. And it’s a big but. The design DNA is still there. The cuts are still fantastic. The ability to make you feel dressed-up, stylish, and quietly confident remains utterly potent. The key now is to be a savvy shopper. Ted Baker on sale is still one of the best value propositions on the British high street. It’s not the undisputed king it once was, but it’s far from losing its crown entirely. It’s still a bloody good option for when you want to look proper smart, with a bit of a wink.
Cheers,
Your fellow high-street navigator
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