The dazzling allure of the Strictly ballroom or the vibrant Emerald City from Wicked feels like a distant reality compared to a trading estate in South London.

Nonetheless, a unique fashion label based in Croydon has established itself as a hub for theatrical and cinematic attire, supplying everything from the waistcoats and gowns in Hamilton to the costumes worn by the Shiz dancers in Wicked.

DanceSport International (DSI London) was initially launched as a dance studio in 1982 by Geoffrey Hearn alongside ballroom dancer Peggy Spencer MBE.

In 2000, it expanded to include a dressmaking division, which now employs 52 talented artisans who meticulously craft each garment by hand.

Over the past three series of Strictly Come Dancing, DSI London has emerged as the primary provider of costumes for the show.

Gerald Schwanzer, the sales director, highlighted how the company’s roots in dance have made it a preferred choice among performers and choreographers.

“We truly embody an authentic dance company. Strictly partnered with us due to our extensive background in dancing,” he noted.

Additionally, DSI London has contributed to major films such as Wicked, creating outfits for the citizens of Emerald City, and has been involved in West End productions like Hamilton and Moulin Rouge.

Mr. Schwanzer remarked that many of the colors developed and utilized by DSI London have become benchmarks in the industry.

“We strive for bold, vivid colors, and everything must coordinate perfectly. Sourcing and creating beautiful fabrics is an exhilarating adventure.”

He explained that the requirements for performance costumes are “entirely distinct” from those in conventional fashion.

“Artists need freedom of movement, and our goal is to highlight that movement.

“We possess the right skills and technology to bring motion to life, making it thrilling for the audience. It takes true specialists to achieve excellence.”

He commended the dedication of his team in producing these costumes, often under significant time constraints.

“We attend fittings and feel the intensity—it’s deeply ingrained in our spirit. I believe that producing these garments in London and uplifting the local community is crucial, and that’s our unique selling point.

“I really don’t think it could be done anywhere else but London.”

According to City Hall, one out of every six jobs in London is within the creative sector, with cultural tourism contributing an estimated £7.3 billion to the economy each year.

Anneza Pitsialis, who leads small business initiatives at the growth agency London and Partners, stated that the capital’s creative industries have become a vital asset for the city, and items labeled as “Made in London” carry additional value.

“London boasts a vibrant community of approximately 14,000 local manufacturers, spanning fashion for our West End productions to food for our cafés, restaurants, and supermarkets,” she explained.

“It’s essential that we support manufacturers to remain competitive and continue their growth.”