George Bryan "Beau" Brummell (7 June 1778 – 30 March 1840) was an iconic figure in Regency England, the arbiter of men's fashion, and a friend of the Prince Regent, the future King George IV. He established the mode of dress for men that rejected overly ornate fashions for one of understated, but perfectly fitted and tailored bespoke garments. This look was based on dark coats, full-length trousers rather than knee breeches and stockings, and above all immaculate shirt linen and an elaborately knotted cravat.Beau Brummell is credited with introducing, and establishing as fashion, the modern men's suit, worn with a necktie. He claimed he took five hours a day to dress, and recommended that boots be polished with champagne. His style of dress is often referred to as dandyism.