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House of Fraser own-brand menswear

Spring 10

Looks

A colour-rich rainbow of V-neck knits, washed-down cotton Oxfords and gingham shirts, and super-bright striped polos and rugby shirts create a vibrant, preppy take on summer for the Howick range, with plenty of mocked-up crests.

Linea is more subdued, with soft grey and blue, washed-down purple and zesty yellows creating a sophisticated background for summer classics – think floral prints, gingham checks and ticking stripes on shirts, lightweight double-breasted outerwear and on-the-knee combat shorts – while classic chinos are teamed with half-sleeve checked shirts for an on-trend 1950s reference.

New & Lingwood teams Riviera styling with a more formal slant. Boating-striped blazers, printed scarves and woven leather belts add a peacockish touch.

Across the ranges, denim wefts into distressed and vintage washes, industrial and classic fits while outerwear includes blouson jackets and classic beige lightweight, techy nylons and double-breasted macs.

Key pieces

  • Howick crested, bright-striped, contrast-collar rugby tops
  • Linea stone grey double-breasted reefer jacket
  • Linea grey and lemon intarsia cardigan
  • Linea duck egg blue V-neck knit

Right for the market?

Howick’s colour confidence lends itself to a zesty English preppy look, with the Thames-punting boaters of west London providing the template for this Brit twist on the Abercrombie & Fitch look. This makes Howick sound youthful but in reality these classic staples are pitched more at 4x4 drivers. In contrast, Linea looks relatively conservative and well placed to achieve a broad appeal.

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