There are certain rules and traditional norms when it comes to dressing men and no one knows this more than Russell Scott Lawson, owner of Hawkes Essentials in Cardiff. Located in the city's Morgan Arcade, Hawkes is the epitome of the independent gentlemen's outfitters at the cutting edge of fashion.ussell Scott-Lawson of Hawkes Essentials answers your style and fashion queries.

Actually, Russell describes Hawkes more as a high end boutique for the modern man, offering elegant, timeless classic clothing and contemporary stylish brands. So, how has Russell managed to be one of the last standing in an era that has seen so many outfitters disappear from our city centres?

He explains that Hawkes Essentials offers unrivalled service and attention to detail. "We understand that stylish men look for a cut and finish in clothing that sets them apart," says Russell. "Within a few seconds it is easy to assess the quality of a suit just by the way it falls and drapes and there are tell-tale signs that anyone with a discerning eye will spot".

Russell and his staff are there to help anyone who feels sartorially challenged and Russell believes that men are never more than a few basic items away from being stylish and well-dressed. What may these be, we wonder? Well, for the man who needs to be suited and booted, look no further than good tailoring. You can be assured of good quality off-the-peg suiting at Hawkes that can be altered to give a great fit. Any man who wants to stand out from the crowd will probably want to go for bespoke tailoring which allows for more of a free reign when it comes to detailing like lapels, colour of lining, stitching and button holes.

Right now, Russell and the Hawkes Essentials team are excited about the recent introduction of designer suits by the innovative and creative designer Gresham Blake - one of the hottest names in tailoring for men and women. Blake specialises in contemporary styling with a more relaxed fit and finish than typical of a traditional Saville Row tailor.

Russell still maintains that nothing beats classic British tailoring, but today's man wants to ring the changes with suits that reflect their individuality, personality and ever changing lifestyles. Hawkes Essentials offers the full Gresham Blake bespoke and made-tomeasure service which has a growing 'A list' celebrity following and is set to be big this autumn.

Of course, Russell recognises that the biggest problem fashionable men face, is knowing how to fulfil the 'smart casual' dress code. As Russell explains, "It's a real black hole in styling terms and is the trickiest feat to pull off as it involves a bit more creativity. In addition, men want to look different when they leave the office and often, ultimately fall short on the casual and leisure wear."

This is where Hawkes Essentials satisfy the needs of any man wanting to ring the changes or those wishing to maintain a sense of timeless casual style, yet with that modern, urban edge. They champion a gentleman's right to express his individuality by stocking an enviable selection of quality labels such as Matinique, Sand, Grenson, Milena, Gibson, Boateng, Camel Active and Remus Uomo to name a few.

Whether men are looking for a formal or more relaxed look, Russell emphasises that it is essential they accessorise with good quality belts, shoes and socks, "It's the smallest details that appeal to our customers to ensure an effortless yet groomed look".

If all this sounds a bit too fanciful, rest assured there is nothing intimidating about Hawkes Essentials or the brands they sell. Russell is quick to point out that they are there to help anyone who prefers unhurried and individual service that is all too lacking in high street stores. There's no one-size-fits-all approach here; instead you'll find a team willing to spend time with you, ensuring that you invest in something that will look good for a long time. Plus, anyone who is worried that setting foot in an independent men's boutique will render you a slave to fashion, then fear not; Hawkes Essentials literally sells 'the essentials' - outstanding quality tailoring and clothing at a range of prices, shirts, ties, shoes and accessories.

Russell likes to keep things simple - wearable clothes that can be worn with a little individuality and labels that separate you from the crowd without you becoming a designer clothes horse. And his final top tip - a good quality coat - you won't regret it.

Hawkes Essentials 37-39 Morgan Arcade Cardiff CF10 1AF 029 2037 3780 www.hawkesessentials.com