About Us

TEST: Base is a family business that has been trading in fashion for 4 generations. Formally known as Granditer’s, Base launched its boys’ wear collection in 1990. In 2008 we launched our e-commerce website under the name Base Fashion.

Our menswear business was established in 1910 from Morris Granditer’s store in London’s legendary East-End. Surviving two world wars and the great depression, Morris and two of his sons, Archie and Sid, expanded Granditer’s throughout the 50’s and the swinging 60’s to become the place to get suited and booted throughout East London and Essex. Although fashions have come and gone and come back again, we’ve been there keeping you ahead of the trends.

The Granditer store in Canning Town became a famous East-End landmark and our loyal customers included film stars, sports personalities and more than a few famous East-End names. The store manager, Morris Schneider was instrumental in building a generation of customers. With Franklyn Granditer  in charge in the 1980's, Granditers modernised to the new demands and trends in retail to create the Base brand today.

Base is now at the forefront of fashion and is considered one of the U.K’s leading retailers of childrens’ designer clothing, stocking top brand labels such as Ralph Lauren Polo, Diesel, Levi's and Armani as well as our own label clothes. We also stock key high street fashion brands Voi and UCLA with ranges exclusive to Base.

Our Men’s contemporary brands include collections from Voi, Tommy Hilfiger, Firetrap, Criminal Damage and UCLA and we’re always adding to our ranges from new and exciting labels.

We have stores around London and the South-East, but we are proudly non corporate. We are forward looking and still operate as a family run business. 

Thank you for visiting our website, if you have any comments please drop us a line, as we always welcome feedback from our customers.