Jonathan Freedman, Owner and creative director
Design A key design theme is the British suedehead look from the early 1970s. The look is softer than the skinhead look and the idea is that the wearer is immaculately smart and fits in anywhere, yet has a working-class edge. It’s all about attention to detail. It’s a non-exclusive yet aspirational look, which came from American Ivy League clothing but was adapted for British city living. This is classic men’s style that needs to be worn with old-school confidence and a cheeky smile.
Colours We went for some bold tartan checks and lots of rich colours.
Fabrics Our customer wants a sharp, hard-wearing and easy-care shirt so we’ve developed a poly-cotton that is breathable and will still look fresh at the end of a big night out.
Silhouettes The silhouette is slim-fit, which is young yet classic, and the best-fitting shirts with a high button-down collar.
Prices No change.