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Burton

Spring 10

Looks

Judging by its press day Burton has managed to create a pretty convincing take on the menswear of the moment. Here there was a US worker story, an updated collegiate look, UK heritage styles that feed off the 1950s mod scene, a softly washed rock story and slim-lined tailoring. On top of this a lightweight traveller story referenced North Africa with a spectrum of spicy shades on soft, heavily washed cotton T-shirts and dip-dye knits for a Festival-chic range. In these stories are slim checked shirts, chambray style shirts, knitted polos and chinos as well as bright knits. Overall there is more colour confidence in the range with, for example, bright, graphic hoodies and letterbox-red jackets but there are also more style quiet monochrome elements in the range, like the cotton macs and biker detailed jackets.

Key pieces

  • Clean lined cotton Harrington jacket
  • Ombre knits
  • Sweater baseball jackets
  • Slim grey 2sb suit


Right for the market

With graphic print T-shirts and mid-blue, subtly distressed jeans creating an anchor of easy casual pieces, the overall feel never strays too far from the mainstream but the extra colour, slimmer cuts and on-trend stores all add up to a more youthful look, refocusing Burton so that its appeal spans from students to forty-somethings. Like the autumn range, this collection is created around clear stories, but ones that segue neatly into each other and the gaps are filled with key casual styles so while this is a trend led collection it is focused on blokes who don’t necessarily “do” fashion, meaning that while the cognoscenti will get the references in here to popular branded looks and trend-led styles, these are interpreted so that each piece will be easy to wear.  The season currently in Burton’s shops has seen an improvement in the chain’s offer in terms of its fashion credentials and this spring looks set to continue that.

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