The serial investor, Dragons' Den star and entrepreneur has turned fashion designer with new venture, the Peter Jones Collection.
The inspiration behind the start-up?
Jones says: "The Peter Jones Collection is a new venture and direction for me, primarily to try and answer the vast number of enquiries I have received over the years - since appearing on BBC2's Dragons' Den programme - from people wanting to know where they can buy my stripy socks, my distinctive cufflinks and my ties among other things.
"I have literally received hundreds of these enquiries, mostly about the socks, and as a result of this interest, I launched an initial range of the socks last year, and sales have gone through the roof!"
The range is quite limited at present: only eight styles of shirt, nine varieties of tie, a handful of socks and two cufflinks options. Jones plans to expland the range as interest in his fashion choices mounts in the upcoming series of Dragons' Den (in production now).
Each item in the Peter Jones Collection is made of high-end materials (the shirts are Egyptian cotton, doncha know) and all are hand-finished with Peter's own signature.
Jones makes no secret of the fact that he expects entrepreneurs to dress to impress when they come to pitch for investment in the Den. "I have on occasion even turned down investment opportunities when the person in front of me has decided to dress for a night out with mates rather than to back up a serious request for tens or hundreds of thousands of pounds of investment," he says.
"The same rule applies for people in any business situation, whether it is going to a job interview or just making an impression in the normal course of business life."
Levi Roots even mentions this quirk in his guest blog for Smarta!