If you're not familiar with the store, it's a longstanding mods' favourite, with John Simons opening his first store (The Ivy Shop in Richmond) in 1965. As the name suggests, its aim was to sell genuine/timeless American Ivy League clothing - a modernist look at odds with the 'way out' look of Carnaby Street at the time. The current J. Simons was a continuation of this ethos, opening in the 70s to sell a mix of classic old and new styles, again primarily sourced from the US market. If you're after a Harrington, an Oxford button-down or a good pair of loafers, it's the place to check. I wish I was still back in London.