Samuel Sherman: Firsts from the House of Sherman

On Thursday whilst I was doing some research for my masters thesis I stumbled across an article that rather excited me as it related to one of my favourite brands; Sambo. I tend to collect 1950s pieces by the brand, but the brand under the leadership of Samuel Sherman was still going strong in the 1960s and there were many sub brands too as this article clearly illustrates. Enjoy the images!


Firsts From the House of Sherman


The family background of fashion dates back to 1898 when David Sherman senior established himself at 24 Shaftesbury avenue as one of London’s leading tailors making for the society trade. Some years later Rebecca Sherman, his wife, who incidentally was French, opened her first boutique at 399 Oxford street and named it ‘Le Petit Magasin.’ The Sherman tradition is carried on by Samuel, Renee and their two sons David and Simon. The unique part which the Sherman’s now play in the mass production dress industry is the advanced creative sense that sets fashion throughout the trade. The following pages illustrate some of their trend setting ideas that are now fashion classics.


In 1962 Sambo and ‘Minicare’ took liberty’s Art Nouveau and introduced it into the mass market. With the re-birth f cotton, Sambo has created an entirely fresh look with ‘Minicare’.


The ‘Dollyrocker’ was born in September 1963 and has now become a generic term. Many of these young avant-garde dresses are made in a vast variety of fabrics from John Heathcoat.


In 1963 Sambo devised the first ‘packaged’ dress to sell through specially designed shop fittings. This ‘Packaway’ dress is photographed at Selfridge’s, whose buyer, Miss Parkwood has sold over 12,000 of these dresses in knitted ‘Dicel’.


In 1960 Sambo launched ‘Terylene’ lawn in close co-operation with Hollins Thompson, who have worked with them on al the developments ever since; this sheer’Terylene’ Souffle is the result of this co-operation between Sambo and Hollins Thomson.


For 1965, Sambo have taken a revolutionary step with ‘Tricel’ taking the cloth to Como for printing to give the fashion aura of Italian silks to ‘Tricel’.


First with Alpaca for 1965- and with the lacy, crochet look. Because of the fashion importance of finer and lighter yarns, Mr Sherman adds a dash of linen to ‘Acrilan’


In May 1963, Mr Sherman introduced the co-ordinated stocking with ‘Orlon’ to match their Argyll knits. Since then- these have become a fashion must.


This article was featured in the Ambassador. November 1964.


15 thoughts on “Samuel Sherman: Firsts from the House of Sherman

  1. Great information. I fondly remember the company, Samuel Sherman LTD., as my late husband was Simon Sherman, Sam and Renee’s son.

    • Just looking through some memories of my family and I see my cousin Simon was married which I did not know as in my late 20’s I moved to Israel and he in later years went to America .
      Let me introduce myself- I am the son of Sherry Sherman who was not only the brother of Sam but was with him in the business.
      I am 78 years old ,married with 3 children ( now middle aged) and 7 grandchildren.
      If you feel inclined to reply it would be nice to be in touch.
      All the best
      Brian Sherman

      • Hi Brian,
        I remember your dad, Sherry Sherman. He worked in the showroom in Hanover Square, and I remember his appearance was always elegant. He was a true English gentleman and I remember him and Sam fondly.
        Simon and I moved to Los Angeles, CA, in 1979. He sadly passed away in 1988, age 44. We had two daughters, and now I have 5 grandchildren. My daughter Danielle takes after her father and grandparents, is extremely creative, and started an exquisite jewelry line called Shermanfield, 1967. It might be fun to google her company,
        Wishing you and your family all the best,
        Rhonda Sherman Friedman

    • I was a buyer for house of Fraser and bought from samual Sherman, ie Simon. We became friends and I married his mechanic John who also looked after Samuels cars and simons formula 3 car. We went everywhere together. I would love to hear news.
      Best wishes sally Bayes

      • Hi Sally,
        I believe I met you about 42 years ago, when you had dinner at our home in William Mews. Simon and I were married in 1977, moved to Los Angeles, and had two daughters, Danielle and Lauren. I now have 5 grandchildren. Simon passed away suddenly in 1988. As I’m sure you remember, he was the finest, most kind, adorable and loving person.
        It’s a crazy coincidence, because just last week I found old pictures of Simon and his race car, and John was in the pictures as well.
        I wish you all the best,
        Rhonda Sherman Friedman

  2. Heartfelt Gratitude . . . I am deeply touched to find this site and to know of the Sherman’s after many decades! One of my life gifts was Sam Sherman and Renee; and son’s David and Simon. They gifted me, in the autumn of 1994, with my first photographic studio in London; at their firm on Hanover Square. They encouraged me towards what was a successful career as a London fashion photographer and, following that undertaking, becoming one of England’s acclaimed auto designers . . . the latter a credit to my mentor/partner Charles Williams of Williams and Pritchard Coach Builders.

    I last saw Renee, due to a blessed coincidence, whilst walking a beach on the Gold Coast of Barbados about 1972. I write this with deep endearment and know that my life successes since arriving in the UK in October of 1964 are a reflection of the love, nurturing, and support of the Sherman family . . . and acknowledgement of the heart beyond words.

    With endearment, David Gittens

    • David, it was wonderful reading about your relationship with the Sherman family. I wish I would have had the opportunity to meet you. I met Simon in 1976 and we married in July, 1977. It warms my heart to hear the career opportunity the Shermans gave to you, and it doesn’t surprise me. They were very generous and compassionate. Simon’s and my children, Lauren and Danielle, carry on the spirit of love and generosity, both beautiful young women with wonderful families of their own. Wishing you continued success and happiness.
      All the best,
      Rhonda Sherman Friedman

      • Hello Rhonda.
        Gosh what a surprise picking up your messages on here..
        My name is Richard (Dick) Pearce and I live in Auckland New Zealand.(79y.o.)
        In the early 60s I went to the UK on my big o.e.Having worked in the clothing trade as a teen -ager I was offered a post at Sambo Fashions in the Old Kent Rd.I could elaborate on my long friendship with the Shermans,suffice to say that I still count Simon as one of my best friends ever.I was shocked when his Uncle Lawrence Nathan told me that he had passed away.
        I was with the company until my return to NZ in 1975,eventually running the production for all the factories that made for them.Simon and I enjoyed so many great times together,The company bought me a new MGC car and Simon and I spent fun times racing at Brands Hatch,me in the MG and Simon in his Triumph (before he got the formula Ford),playing squash,weekends at Bolney etc—I really felt I was part of the family.Enjoyed so many evenings with Sam,Renee,Sheree,Jack,Colin Glascoe,Bruce Loverseed and Simon of course at the Hanover Square showroom.Even my marriage certificate gives my address as 19 Williams Mews –used that to get married at Caxton Hall.Just looking at some photos taken at the reception in the Kings Rd.Actually Simon and I even discussed going to Israel together during the 6 day war–Mum and Dad persuaded him otherwise.

        Have no idea what made me google the company on here this morning,however it came up with your messages etc.

        Such a great part of my life with wonderful memories.


        Dick Pearce.

  3. Hello, this is Lauren Sherman Winnick, I am one of Simon Sherman’s two daughters. My dad Simon passed away when I was 9 years old, I am now 41 with 3 children of my own; Myla Simone, Sara Colette, and Max Simon (each name honors my dad – Sara’s initials are the same as my dad’s initials; Simon Clive). I struggle with concrete memories of my father but through stories told from my mom, and with pictures to remember him, I have an idea about the special person he was. I would love any detailed stories about him if anyone who reads this post has additional memories of my dad. He passed away on May 28th and each year on that day I tell my kids about Simon Sherman; how gentle, humble, sweet, funny, and kind he was…he sounds like a wonderful man and I wish I had gotten to know him better. I welcome any and all correspondence. I’ve loved reading the above postings, thank you all for getting in touch.

    • Hi Lauren I was a great friend of your dads and the Sherman’s so please call or email me I’d love share our times together with you.
      Best wishes
      All my details are on my website

      • Wonderful Sally, I will coordinate with my sister Danielle and reach out to you! I tried your website this morning but for some reason it didn’t work, do you mind resending your website information again? My email is — once I have your email I will send you a message to find a time to connect. Looking forward to it and thank you!

  4. Hi

    I came across this site and posts late last year while researching who might have owned a crash helmet.

    I am a collector of vintage clothing and accessories and know of the House of the Sherman clothes brand.

    My interest with the brand is one of research and historical accuracy and to end some confusion over a label– “House of Sherman” and “Sherman of London”.

    Did a ” House of Sherman ” label ever ” is the label ” Sherman of London” label connected to Simon Sherman, a family member or a branch of his/ the family?

    Is there an archive or documented resources I can turn to on the collections produced/released, the year or the labels used with the Sherman Clothes brand?

    Recollections are important, historical accuracy more so.

    Thank you

  5. Enjoyed your article on Samuel Sherman and the new fabrics used. I was in my 20’s and bought from the companies. Hot sellers each season. What happened Colin Glasgow? He could be alive! Thanks for the memories. This country had great range of ready-to-wear manufacturing houses and suit and coat tailoring houses.

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