The dazzling costumes seen in Strictly Come Dancing and the magical outfits of Wicked’s Emerald City might seem far removed from a trading estate in south London. Yet, one independent fashion house in Croydon has become a key player in creating iconic stage and screen wardrobes — from the waistcoats and dresses in Hamilton to the Shiz University costumes in Wicked.
DanceSport International (DSI London) began in 1982 as a dance studio founded by Geoffrey Hearn and renowned ballroom dancer Peggy Spencer MBE. In 2000, it expanded to include a dressmaking department, and today it employs 52 skilled artisans who handcraft each costume with precision and care.
For the past three seasons, DSI London has been the main supplier of costumes for Strictly Come Dancing. Sales director Gerald Schwanzer said the company’s strong foundation in dance makes it a natural fit for performers and choreographers.
“We’re a truly authentic dance company. Strictly chose us because of our deep experience in dance,” he explained.
In addition to Strictly, DSI London’s creations have appeared in major productions, including the blockbuster film Wicked — for which they designed the Emerald City citizens’ jackets — as well as West End hits such as Hamilton and Moulin Rouge.
According to Schwanzer, many of the vivid colors developed by DSI London have become industry standards.
“We need bright, bold colors, and everything must coordinate perfectly. Designing and creating beautiful fabrics is a thrill in itself,” he said.
He emphasized that crafting costumes for performers requires a completely different approach from everyday fashion.
“Performers need freedom of movement, and we aim to enhance that motion. We have the expertise and specialized machinery to make movement come alive on stage. It takes true experts to achieve that level of craftsmanship.”
Schwanzer praised his team’s dedication, often working under intense pressure and tight deadlines.
“We attend fittings, we feel the excitement — it’s in our soul. Producing everything here in London and supporting the local community is vital to us. That’s our biggest strength. I don’t think this could be done anywhere else but London.”
City Hall reports that one in six Londoners work in the creative industries, with cultural tourism contributing an estimated £7.3 billion to the city’s economy each year.
Anneza Pitsialis, head of small business programmes at London & Partners, highlighted the importance of nurturing this sector, noting the global appeal of the “Made in London” label.
“London is home to a vibrant network of around 14,000 local manufacturers — from fashion for our West End theatres to food for our cafés and restaurants,” she said. “It’s essential that we continue supporting these manufacturers so they remain competitive and can keep growing.”
