The scaling on ready to wear jackets is something that's doomed men to ill-fitting suiting for years now. The ongoing trend for slimmer cuts doesn't help either, ensuring that unless you have the same proportions as a pre-determined model, you're stuck with something that never fits properly. "Marks and Spencers still use a scale, so if you're a 40 chest you should be a 34 waist and if you don't fit into that then you have to buy another pair of trousers to go with that jacket." Charlie says. "Bespoke in the end works out. I can prove why it's better than going to Armani and having a suit off the peg."

The process of buying a bespoke suit is mainly one of collaboration and gentle guiding. "You show them why." He says. "You educate them as you're putting it together. You get them into it and psychically show, by pinning it, and they go 'oh yeah'. If you can make it just that little bit better by nip and tuck, they go 'Ahhh'."

But the main thing for Charlie is that everyone gets the same treatment, whether they're the general manager of Victoria coach station, who picked up his suit during this interview, or pop royalty. "I treat them all like bespoke clients. It could Umbro or Prince - they're all bespoke clients."