Ask the ‘expert’: How do you keep your flannels so immaculate?

If you’ve a question for Laurence Elderbrook, email us.

Suave writes:

I would like to ask how he keeps his flannels so immaculate? Being a fellow suave fella, I need to know these things, so I can look impeccable whilst missing a straight one.

While Jo-Fitz asks the same question, adding:

Is this done by his valet/butler or does he have a bespoke professional service?

Over the years I have refined this process to something of an art. I use a three-pronged approach.

(1) Ensure you possess many sets of cream flannels. I would recommend 400 outfits as a bare minimum.

(2) Carry out a thorough recruitment process to ensure you get the right calibre of loyal manservant.

(3) Regularly admonish said loyal manservant to keep him on his toes. Whether it’s warranted or not, a good bellow in a chap’s face builds character. It’s a give-take relationship. Give bellows to the face and take immaculate cream flannels off him each morning.

More Laurence Elderbrook


  1. The advice, as always, is crystal clear. Many thanks, Lawrence.

    In the current economic climate, it ought to become a wee bit easier to find manservants of the right calibre too.

    I have done some valeting myself, in my time, but that is another story all together.

  2. Four hundred outfits – I am truly in awe.
    And can I ask you Mr Elderbrook, if you were to squire a young lady, say to the opera, would you still wear cream flannels?

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