Founded in 1865 as the official tailor to Eton College, New & Lingwood has grown into a global name in refined loungewear, known for blending classic British heritage with modern elegance.

With its storied legacy and flagship stores in London and New York, the brand turned to in.Parallel to help modernise its image and expand awareness. Our work spanned marketing and communications, retail and pop-up activations, strategic brand partnerships, customer loyalty initiatives, sustainable packaging redesign, and smarter, cost-efficient inventory management.

In.Parallel has also developed and managed strategic commercial partnerships with leading luxury hotels, securing placement of New & Lingwood dressing gowns in their suites. This initiative introduces the brand to a highly targeted audience and showcases its distinctive designs in elevated, highly relevant settings that drive awareness and affinity.