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Sainsbury's Tu

Spring 10


Overall, it is a preppy aesthetic diluted with a business traveller theme that informs Tu’s menswear. With its sights set on a 35-year-old plus consumer, this means softly washed cotton Oxfords and linen blend shirts teamed with cotton chinos and five-pockets for a super-relaxed and lightweight look. Mostly this is a story of neutrals and soft pastels, with a rainbow of washed down polos and pastel V-necks but black and white linen blend shirts and a black and white gingham half-sleeve bring in a cooler, more contemporary, feel. The anchor piece on show was the linen suit, which, when teamed with the panama hat and boat shoes look set for budding Alan Whickers. Tailored Madras-check shorts and knee-length combats and denims sit with bright and bold boardshorts to add a youthful injection to the range. The checked cotton shirts, striped pique polos and chambray shirt all look commercial wardrobe updates. 

Key pieces

  • Chambray shirt
  • 2sb Linen suit
  • Madras checked tailored shorts
  • Linen blend shirts

Right for the market

This is a gentle look that will not shock any of Tu’s customers but may just gently surprise them. The preppy aesthetic is a consistent seller in menswear and this summery update looked commercial and ripe for plucking from browsers – assuming the price is tempting enough and fans of Marks and Spencer’s Blue Harbour are promiscuous enough to dabble elsewhere.

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