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57 Chameleon Menswear

Unit 31, Orchard Link, West Orchard Shopping Centre, Coventry

Who you need to know Owner Dave Godfrey

Brands include Armani Jeans, Bolongaro Trevor, Boss Orange, Henri Lloyd, Pretty Green, True Religion

Set up more than 25 years ago, this contemporary menswear indie has become the place for Coventry men to buy premium labels including Boss Orange and Armani Jeans.

The store underwent a complete refit in 2011, with a new layout. Business development manager Marc Barrett describes the result as “more upmarket with a more contemporary interior”. The introduction of Pretty Green for autumn 11 was a resounding success.

The year ahead looks busy, with Barrett hinting that the team are considering expansion. 

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