Peter Jones On Style

If you're given 4 minutes to speak to Peter Jones (he's a busy man) you need to cut the small talk. We had so little time that we can't even finish this introduc

Where’s the best place to get a suit? Richard James in Savile Row

Is quality tailoring important? Absolutely. To be taken seriously in business the first impression is vital, and quality tailoring allows you to look the part and make an impact.

If you had to pick one type of accessory to wear what would it be? Stripy socks

In a house fire, which three items of clothing would you salvage? My waistcoat, my best suit, and my Peter Jones range stripy socks.

What watch do you wear? Jaeger LeCoultre

What’s your most expensive item of clothing? My own Peter Jones “limited edition" designed 3 piece suit

When you’re not in the office, what do you wear? Jeans, T-shirt and my stripy socks of course

Do you judge people coming into Dragons Den on what they wear? 100%. If you’re not smartly dressed, then you’re not taking me seriously as a potential investor, or treating the meeting with any respect. You don't have to be wearing a suit but it should be appropriate to your business pitch

Is it important to you to look good? I take pride in my appearance: looking good is part of having an ambitious, entrepreneurial mindset, and being taken seriously in business and life.

Do you care what your fellow Dragons are wearing? I think they all share my views on looking professional.

Do you have any style rules for business? Look smart to be smart.

Past or present who do you see as a style icon? Vivienne Westwood

Which of the cars you own is your favourite to dive? Probably the Ferrari 430

What was your first car? A bright orange Alfasud.

What fragrance do you wear? Joop!

Bye. Bye.

Peter Jones has designed a pocket square as part of a new Alfa Romeo campaign in aid of Heart Research UK. Purchase one here