New Row is a street of shops which grew up “new” in the 1830s, when the city authorities decided that the mixture of uncontrolled market trading, gambling and prostitution going on in the Covent Garden had to be stopped – and the whole area was rebuilt at public expense. The shops here have largely retained their historic appearance, although their commercial activities have mostly changed. Quite a few older businesses in New Row survived the changeover of the Covent Garden area of the 1980s – when the old fruit and vegetable market was redeveloped into a tourist attraction. There are several quiet and old-fashioned little cafes along New Row where you can sit with a coffee and a biscuit for a rest during our walk. New Row changes its name to King Street in the middle of its length.
At King Street, №27 we find the premises of Moss Brothers. The firm of Moss Brothers is one of the oldest gentlemen's outfitters still in business. It was founded by Moses Moss in 1851, originally trading in second-hand clothes. And by now probably nearly half of British men have been married in a hired formal suit from a branch of Moss Brothers.