Chief executive, Supergroup
From my point of view it’s been more a case of brands coming to prominence rather than trends over the last decade. If you look back to the start of the decade it was Bench and now it’s Superdry. In terms of just product though, the polo shirt has been massive and really come back to prominence in the last decade.
For us, over that time, the biggest selling product has been the triple-zip windcheater. It’s been massive, I’ve never known anything like it, we’ve sold about a million of them and it’s been imitated of course. But the creation of that product was a defining moment for Superdry.