Geoff’s Story
A lifelong passion, born in 1966
Geoff’s story started in 1966, when a moment of defiance at just 15 years old changed everything. After walking out of Denbigh High School, he stepped into a tailoring shop in Luton and asked for a job. He secured an apprenticeship on the spot, and a lifelong passion was born.
Alongside his apprenticeship training, Geoff attended the London College of Fashion one day a week, where he mastered formal cutting and hand-sewing techniques. This foundation shaped the signature precision he is still known for today.
Between 1966 and 1978, Geoff worked across numerous tailoring houses, learning the trade inside-out before opening his own business with his wife, Laura. Geoff Souster - Menswear first opened on John Street, Luton, expanding twice within just a few years thanks to growing demand.
By 1983, Geoff and Laura had opened a second store in Dunstable, officially launched by their dear customer, the late Eric Morecambe.
Today, Souster & Hicks is proudly based in a beautiful Grade II-listed building in the village of Woburn, Bedfordshire. Geoff, age 75, still personally looks after many clients who have been with him for decades.
Career Milestones
Six decades of tailoring achievements
Across 60 years in the industry, Geoff has:
- Crafted and cut over 40,000 suits
- Become the youngest-ever National President of the Federation of Merchant Tailors
- Featured as the first bespoke tailor on BBC’s The Clothes Show
- Pioneered the blend of bespoke, made-to-measure, and ready-to-wear tailoring
- Designed his own signature style, including the iconic five-button angled cuff
- Tailored for clients across the world, from celebrities to sporting legends
Why choose Souster & Hicks?
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Family Business
As a true family business Wes and Geoff create works of art, cut and sewn by hand.
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Bespoke Wedding Suits
The team specialise in creating bespoke wedding suits, taking care of every fine detail.
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40,000 Bespoke Suits
Wes and Geoff have personally hand-drafted, cut and fitted over 40,000 bespoke suits between them.
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Made to Measure Clothing
To compliment your bespoke suits and jackets, design your own bespoke shirt, piece of knitwear, jeans or a pair of shoes or trainers.
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Women's Tailoring
Ladies can experience a private showroom to try on one-of-a-kind suits, jackets, shirts, and blouses.
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Woburn, Bedfordshire
Souster & Hicks is based in the beautiful village of Woburn, Bedfordshire.
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Quality Workmanship
High quality workmanship with a competitively priced bespoke service.
In the Press
Featured across British media
Geoff’s work has been featured across leading publications and media platforms, including:
- GQ
- Daily Telegraph
- Financial Times
- BBC
- The Clothes Show
- Menswear Style
- Luton Today
- Bedford Today
- BBC Three Counties Radio
- Permanent Style
- Channel 4
Six decades on, Geoff continues to welcome customers old and new through the doors of Souster & Hicks. His enthusiasm for craftsmanship, his dedication to personal service, and his uncompromising eye for style remain at the heart of everything we do.
Here’s to 60 years of exceptional tailoring, and to many more ahead.
The Souster Surname
It quite literally means “to sew”
An English occupational surname for a tailor, a seamstress, or one who sews — tailoring is woven into the Souster name itself.
From the Medieval English Soustere, Sewester, Sowester, from the Old English Seowian — to sew. Originally the agent suffix “-ster” applied only to women, but by the end of the Middle English period it was used for both sexes. Job-descriptive surnames first denoted an individual’s actual occupation; only later did they become hereditary.
The earliest known record dates to 1309, when Juliana le Suster appears in the Bedfordshire Subsidy Rolls. The first London Church Register entry is from August 9th 1674 — the christening of Lucia, daughter of Samuelis Sowster, at St. Martin-in-the-Fields, Westminster. Anne Souster was christened on October 28th 1756 at Putney, London.
