LONDON — Richard James is looking to deepen its relationships in the U.S. market with the relaunch of its diffusion line, which is built around tailoring, Italian fabrics and Savile Row flair.

Richard James, the Savile Row tailor known for its bold, unabashed colors, sleek suits and celebrity clientele, plans to unveil Richard James London, at the Chicago Collective which runs from Aug. 2 to 5.

It’s a refreshed version of the line formerly known as Richard James Mayfair, with suits that cost around 500 to 550 pounds at retail. The collection also includes an array of shirts, ties, knitwear and polo shirts.

In an interview, the brand’s co-founder and managing director Sean Dixon said the collection is unmistakably Richard James, with a Savile Row aesthetic, Italian fabrics and lots of detail. The suits are made in Morocco by the brand’s longstanding manufacturing partners.

Dixon said Richard James, which has a Manhattan store at 461 Park Avenue in the Ritz Tower, is keen to get “back up and running” from a U.S. wholesale perspective.

The new London suits have a younger, casual and more unstructured feel, and certainly reflect the moment — and men’s evolving tastes.

“Tailoring has changed, and men don’t see a suit as a uniform anymore. It’s a pleasure to wear one — and a choice. They’re not scared of color, and their choices have become a bit more interesting,” said Dixon, adding that it’s not just the fashion lovers who are opting for statement colors and combinations.

Olive green or pink suits are some of the biggest sellers after the navy ones, Dixon added.

The London collection is designed by the in-house team, which has been overseen for years by creative director Toby Lamb.

Come February, the brand will begin selling the London collection at John Lewis in the U.K. It will hang alongside brands including Reiss and Paul Smith. Pieces will also be sold at the Richard James flagship at 19 Clifford Street, a few steps from Savile Row.

As reported, the 2,500-square-foot store underwent a 2 million pound refurbishment last year, and emerged with colorful interiors that mirror the silks and fabrics from the archive, a fully stocked bar, and spaces for socializing before — and after — appointments.

At the time, Dixon said he wanted clients to feel at home as soon as they stepped inside. He said that shopping at Richard James “should be a very relaxing experience and should not be intimidating — our aim is to make it like a spa experience for men.”

The brand has long attracted a music and entertainment crowd and current clients include Stormzy, Jacob Elordi, Andrew Garfield, Tom Hardy, Chris Pine, John Legend and Benedict Cumberbatch.

Those clients, and others, continue to deliver for the brand. Sales are up 15 percent over last year, said Dixon, who also oversees the footwear brand Harrys of London. Both brands are owned by Charles S. Cohen, who is based in New York.