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Words by Mr Benjamin Seidler

When Mr Simon Hammerstein opened the London branch of The Box last year, the stakes were high. The New York outpost of his burlesque "dinner theatre" had seen the likes of Mr Jude Law and Ms Rachel Weisz advise on the sets, Mr Kanye West and Lady Gaga perform and even Ms Lindsay Lohan take a twirl on a stripper's pole.

The 34-year-old Anglo-American entrepreneur didn't disappoint, and The Box is one of London's most infamous and risqué destinations - a tribute to the excitingly tawdry delights that once abounded in the city's Soho area. Mr Hammerstein's grandfather, Mr Oscar Hammerstein, may have written the lyrics to The Sound of Music, but it's safe to say the entertainment at The Box is a tad more R-rated (although equally musical).

"There's a time for excess and a time for moderation" in both business and sartorial matters, Mr Hammerstein maintains. To that effect, he has recently been wearing a sober uniform of black suit and white tie, which he refers to as "the de facto cool look for New York". Brands such as Gucci and Dolce & Gabbana are in favour at the moment, although he points out that his style changes every three to five years.

And what's next in Mr Hammerstein's style evolution? "I actually can't wait to go grey," he says. "People take you seriously when you have grey hair and wear glasses. Bring it on."

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