Eric Clapton has shed his rock star image to step in and save an historic gentleman's outfitters from closure.
Eric Clapton wanted to save the store so he could shop there
Clapton, 59, bought a 50% share in Cordings, which has been in Piccadilly, central London, since 1839, after it got into financial difficulties.
The guitarist said he has been fond of the shop since a window display caught his eye when he was 16, and has been a regular shopper for the past two years.
The shop stocks apparel for countryside sports and pursuits.
One of the changes to be introduced since Clapton bought the share is the shop's first women's collection.
Clapton said: "I am a big fan of English traditional tailoring and have always been intrigued by the balance between functionality and style in the development of
"I wanted to help preserve Cordings for myself so I could continue to shop there."
A spokeswoman for Cordings said Noll Uloth approached Mr Clapton for help soon after he started working at the shop.
"Noll was thinking what could be done to save the shop and thought `I will go and talk to my best client"', said Melanie Cable-Alexander, spokeswoman for
"He contacted Eric and within five minutes he had a reply saying `I can't let this happen"'.
Cordings was the originator of the Covert coat and the Tattersall shirt and made riding boots for the Queen Mother, the Duke of Windsor and Mrs Simpson.