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Spring 10


The core Cherokee looks are bright graphic chessboard checked shirts and blue and black denim shirts (£10 each) teamed with engineered jeans in subtly distressed washes (just £20). These are counterpointed to the F+F core range, which takes a cleaner line with bright V-neck knits and nautical striped polos. Washed-down soft handle cotton polos (for £7) look preppy and team with checked knee shorts. The Stone Bay Golf range brings in a micro-tooth short (£12) and cable knit fairtrade jumper (£14). Tailoring is made more youthful with bright and multistripe shirts are teamed with plain and semi-plain 2sbs in blue and grey.

Key pieces

  • 2sb narrow lapel grey suit
  • Mini-stripe knitted polo in black and grey
  • Denim Western style shirt
  • Tech-graphic T-shirts

Right for the market?

The bulk of the range is still about delivering an affordable version of a look at a very keen price and some pieces will worry Tesco’s more premium competitors with the casual and tailored shorts, denim shirts and cable knits all looking like great versions of these key pieces at a very keen price. With decent suits at £46, these also look very competitive and the styling of narrow blade ties and bright shirts make this a good option for younger suit wearers.

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