Janine's blog spot

High Summer News from OKeefe Fashion

Dear Customers and Friends

What a time it has been and I really hope you have been well and safe.

Naturally, all my plans have been put on hold during the lockdown but I have used the time to do all sorts of interesting projects and also spent much time walking in all the great parks that surround me in London.  Here’s a little edit of our life in Fulham since the lockdown.


Growing tomatoes in a city garden






Redecorating projects










A room of my own (previously our utility room – now re-located to an alcove in our kitchen,  thanks to my very handy husband)

IMG_8187 (1)






Trying to do our 10,000 steps a day ..Richmond Park has been our saviour !





Baking goes without saying ….teatime treats of banana bread and flapjacks being Dewey favourites

and much fun cooking new and old recipes – no photos though, sorry.

Meanwhile I have been beavering away with my Ebay shop selling Hartford Men’s Summer Collection and it’s going going gone …

Well, not quite,  but it’s all now on final clearance with limited stock available,  mainly for the big boys (XL, XXL and XXXL) …so do check these bargains out below and let me know if you need any more information by email to stores@okeefefashion.com

I can either post anything to you or drop it off at 33 Bridge Road, KT10 9ER for you to pick up.  Whilst you are there,  do take a look at the lovely collections Vanessa Whitley has for sale this month up to when my lease finally ends.

Hartford Men – Size Guide 

Linen or fine cotton shirts:
Paul Pat – regular fit linen £110 NOW JUST £55
Paul Pat – regular fit fine cotton £105 NOW JUST £50
Sammy Pat – slim fit linen £110 NOW JUST £55
L – collar 16 and Chest 38
XL collar 16.5 and Chest 40
XXL collar 17 and Chest 42
XXXL collar 17.5 and Chest 44

Teeshirts: (slim fit) £48 NOW JUST £28
Product width (cm) : L 54-55   XL 56-57  XXL 58-60  XXXL 61-63
Chest Circumference (cm) : L 101-107  XL 109-14
XXL 117-122    XXXL 127

Shorts and Swim Trunks:

Navy/Nut linen blend shorts £95 NOW ONLY £45

Gym drawstring shorts £85 NOW ONLY £40

Swim Trunks £95 NOW ONLY £45

Size Guide: 
L (34″waist) – label 50
XL (36″ waist ) – label 52
XXL (38″ waist)  – label 54
XXXL (40″ waist) – label 56

Below – Paul Pat regular fit linen shirt in denim £110 NOW ONLY £55

available in sizes L, XXL, XXXL






Below – Paul Pat regular fit linen shirt in lagoon blue in size XXXL ONLY

£110 NOW ONLY £55



Below – Sammy Pat SLIM LINE linen shirt in Atlantic blue

in size XXL (but as slim fit more like XL) £110 NOW ONLY £55



Below – Paul Pat fine cotton regular fit shirt £105 NOW ONLY £50

in Atlantic Blue in sizes XL,  XXL

in Carbon Grey in sizes XXL, XXXL







Below – Gym drawstring shorts with side pockets and a back pocket

in light grey and denim blue in all sizes L, XL, XXL, XXXL




Below – Linen/Cotton Blend chino shorts £95 NOW ONLY £45

Navy Blue in sizes Xl, XXL, XXXL

Nut in size XXXL






Below – Swim Trunks in green palm print in sizes XL and XXL

£95 NOW ONLY £45     




FINALLY …Pocket cotton short sleeve teeshirts £45 NOW ONLY £28 

Ink Blue and White in L and XXL

Denim in L, XXL, XXXL

Green in L

NO XL left …
















Limited stock  available as also selling on my Ebay shop so hurry hurry and bag a bargain


I’ll keep in touch about my Autumn/Winter Pop Up in London later in the summer …

Meanwhile, take care and keep safe 

 Janine X




OKEEFE Fashion during Lockdown

APRIL 2020

Dear Customers

Just to update you …my summer tenant in Bridge Road who was due to open from April – July will not be operating now due to the current lockdown.  At the end of July, the shop will be handed back to my landlords as my lease ceases.

I very much hope to open a Pop Up Sale Shop in Notting Hill later in the year with some discounted Autumn Winter collections and again, for a longer period,  in the Spring of 2021 for an extensive and discounted collection of Spring Summer collections.

I will keep you posted on my blog and on newsletters but meanwhile, keep safe and all the very best to you and your families.

Janine OKeefe

Owner OKEEFE Fashion

OKEEFE FASHION in Hampton Court


Janine OKeefe – BIO

After running events at house sales throughout the home counties and hosting regular events in my own home, I opened my first boutique in Claygate Village in 2005 .

My son was then 17 and my daughter 15 – it felt like the right time.

I started with a handful of brands  – Avoca Anthology from Ireland, Out of Xile (made in the UK), a couple of jeans brands and gradually added to my “affordable and original” collections over the next few years.   My USP was genuine customer service, a friendly and relaxed environment with a targeted demographic looking for something new.   With a background in interior design, I sourced vintage furniture alongside bespoke fittings.

Within a year I took over the shop next door, knocking through to increase my floor space and a much-needed stock room.  Shortly followed by my website to flag up brands, fashion news, events and style advice.

The bricks and mortar expansion continued with a second store in Weybridge, followed by my flagship store in Esher , giving me the opportunity to create a London inspired independent with a higher profile, hand picked designer brands, regular in-store events and an online transactional website.

We opened Esher in 2009 and my brother, Jonathan OKeefe, joined the team as the Store Manager having worked for Saks 5th Avenue in LA and at Burberry’s in Bond Street under Rosemary Bravo.  I was now running three stores, doing all the buying , travelling to Europe for regular appointments as well as further afield.  I also did all the ensuing admin and worked in each store for some days each week. It was a busy time.

We had some fabulous events in Esher, seasonal fashion shows and competitions.  I wrote regular, topical articles for Drapers magazine, was asked to talk at industry events like PURE and also reached the Drapers “Best Independent Boutique”  final – three times.

Business was challenging over the next few years so I decided to close my Weybridge and Claygate stores as both leases were ready for renewal,  allowing me to reduce my overheads.  I also decided to cease trading transactionally.  I needed to focus on being back in-store, with my customers, offering key styling advice and leading my team.

I seemed to be working harder and harder for less and less and by the summer of 2014 , with news that my Esher landlords wished to increase my rent to an unsustainable rate, but with a break clause available, I decided to close down my Esher store too.

I sold all my stock and most of the fixtures , except for the rail system, hangers etc …and spent that summer taking time out and working out the way forward.

Living in London and seeing pop up stores opening everywhere – was the inspiration I needed.  I was not going to give up on all the experience I had gained or my passion for fashion quite yet.

Through a tip-off from a friend, I was fortunate to find a small unit in Bridge Road in Hampton Court for a few months in the Autumn of 2014.  This was close enough to my established client base but would give me a new audience too and I had no trouble buying stock at short notice from some of my established brands and some new ones too.

I went back to my roots – small, affordable and original collections,  genuine customer service and being in the shop full time.  I returned to the same unit for Summer 2015 and again for the Autumn.  Business was thriving.  This led to my decision to base OKeefe on a more permanent basis in Bridge Road.  After much negotiation, 33 Bridge Road opened in the Spring of 2016 and the rest is history.

My lease is now coming to a close at the end of July 2020 and after such an extraordinary year with the Coronavirus pandemic changing all our lives – I look forward to pastures new.

I plan to open my new Pop Up store in London this Autumn , most likely in Goldborne Road again …so will keep you all posted.

My consultancy opportunities alongside personal styling for a collection of established clients have all been put on hold during for the time being but I will keep in touch with news after the summer and wish you all well and good health.

Donna and Janine talking fashion and top styling tips this week..

Donna and Janine at our lovely event this week both wearing MABEL in bright vintage coincidentally , black tops and footwear !!!! (unplanned)


Celebrating at the Drapers Party

Stuart and Janine at THE DRAPERS 125th

ANNIVERSARY PARTY at The Langham Hotel

Highly Commended


We are thrilled to have been awarded Highly Commended in the Best Accessory Category