Sophisticated sports-luxe styles in slim fits in a huge range of techy textures all in a grey-anchored palette supplemented by steely blue and cream. Imaginative takes on classics include a blue marl V-neck and the grey knit hoody with the angled zip on its high neck. It’s a little let down by the cash cows – heavily branded basics which look clunky and dilute the hi-tech offer
A bank of screens behind the till at the back of the store have marketing messages scrolling from right to left and from screen to screen. Teamed with the glossy metals and polished steel fittings, the store reflects the future-luxe values of the collection. Three friendly staff members approach to help me, adding warmth to the store’s gloss.
There are two looks – one is sports-luxe and the other is less sophisticated, focusing on heavily branded styles. Split about 50/50, these clash slightly but the balance is probably about right commercially speaking. Overall it focuses on the smart casual, merchandised by story with knits and classic clean shirts but the branded T-shirts are the biggest product by volume.
Prices sit well for the quality pieces though the branded basics reek a little of the sizzle outweighing sausage. It is just £29 for two pima cotton V-neck T-shirts, £49 for paperweight cotton shorts, £59 for a classic white shirt in a crepe cotton, £75 for the blue marl knit, £129 for a light grey 1sb jacket with a peaked lapel and £299 for a leather biker jacket. Examined by item it is pricey but in all, an achievable route to designer style.