Debenhams kicks off autumn 10 with a new, younger men’s range called Fit For Purpose (FFP). Targeting a 25 to 40-year-old customer, FFP features washed denim, slim-fit nylon jackets, a steel palette with flashes of pop colour and subtle branding. Prices range from £38 for a shirt to £120 for a jacket.
St George by Duffer has refocused its collegiate take on relaxed casualwear by layering coloured knits, branded hoodies, rugby shirts and nylon jackets with jeans.
Rocha John Rocha, Debenhams’ biggest menswear brand, offers a sophisticated take on the gentleman farmer trend. Key pieces include shearling jackets and chunky knits handmade using Irish yarn.
The Jeff Banks range has been revamped with a more contemporary feel, seen on a herringbone jacket. It also features innovative extras such as a washable “commuter” coat fitted with an iPod controller.
Mantaray rocks the Fair Isle and Navaho print-inspired look with workwear such as carpenter jeans and a palette of berries and blues.
- Washed denim from FFP
- Handmade Irish knits from Rocha John Rocha
- Fair Isle jumpers from Mantaray
Right for the market?
Debenhams has successfully interpreted the key autumn trends in a way that is appropriate to its broad demographic. Attention to detail, added extras and the use of quality fabrics and trims all add to the feel of value for money.