Image and Film Policy

We use AI to make a lot of the pictures and films on this site. This page tells you where, how, and what we will not do with it.

One rule

AI builds the setting. It never touches the garment.

The street, the light, the room, the weather, the man wearing the shirt. All of that can be made. The shirt cannot. Its colour, its fit, its fabric, its stitching are the real thing, and we do not improve them on a screen.

Where we use it

• Product pictures. Most of what we have added since May 2026 uses a generated model and a generated location. The garment in the frame is the garment in the box.
• Films. Some products carry a short film. Same rule, and every one of them is labelled on the product page.
• Campaigns and advertising. Generated locations, light and weather.

How we keep the garment honest

Derby started in 1994 as a tailoring room in Egmore, two hundred square feet, one garment at a time. Thirty years on, the part we still take seriously is whether the thing you receive is the thing you were shown.

So every garment is photographed from the actual production piece before anything else happens. Colour is matched against the fabric in hand, not against a monitor. Fit comes off the real pattern and the real measurements. Weave, drape, buttons, stitch. All of it carried across from the true reference and checked by a person before the product goes live.

We do not invent a garment that does not exist. We do not flatter a colour, a fit or a scale. If a shirt is a deeper indigo in daylight than it looks on your phone, that is a problem with our photography and we go and fix the photography.

If we get it wrong

If it turns up and the colour, the fit, the fabric or the detail is not a fair match for what you were shown, that is our mistake. Not a difference of opinion.

Tell us. We take it back straight away and send a replacement or an exchange, whichever you want, or store credit if you would rather have that. Reverse pickup is on us and there is nothing to pay. Then we go and correct the picture so the next man does not get the same surprise.

This sits on top of your rights under our Returns Policy. It does not replace them.

Where we never use it

• Reviews and customer photos. Every one is from a real customer. We do not write them and we do not generate them.
• Claims. No picture of ours will suggest a fabric does something it does not do.
• Colour, fit and scale. This is the line. We do not cross it.

Why we bother telling you

A study of 502 shoppers last year found that when two brands both use AI, 79 percent trust the one that says so. It also found that 85 percent could not reliably tell a real photograph from a generated one.

That second number is the reason this page exists. Almost nobody would have caught us. People asked to be told anyway, and being told is the whole point.

Anything on this page you want to ask about, talk to us.

Last updated 31 July 2026.