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Duffer rediscovers its roots

Contemporary menswear brand Duffer of St George has returned to its directional roots for spring 09 by revisiting its original hybrid of traditional British menswear and modern street-wear.

“Our presence at last month’s Bread & Butter Barcelona signified a regrouping of the brand,” said managing director Eddie Prendergast. “Before the Duffer logo became such a visible part of our product, we were originally known for our sense of style and design.”

He is confident that by returning to its roots, Duffer can expand its 120-strong UK distribution to 200. The brand is also opening a store this autumn on Shoreditch High Street, east London. It already has a store in London’s Covent Garden.

The spring 09 collection takes its lead from maritime themes and an English preppy aesthetic. Standout styles include a narrow-cut double-breasted blazer in cotton twill, seersucker tailoring and a Harrington jacket with a shirt construction. Tartan is widely used and there is an emphasis on fashion-forward shirting.

Prices range from £9.50 for T-shirts to £110 for tailoring.

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