Cheap isn’t everything, but it’s a lot in this climate.
This category-killer backs all the key items with gusto this season, delivering smart belted trenches, high-shine quilted gilets, charcoal military coats, waxed black jeans and checked shirts (there are 16 options). Phew. More thought and investment is clearly going into menswear, and standout items include a Back to the Future T-shirt, jeans with check-lined turn-ups, Polo Ralph Lauren-style logo polos and a black and white checked shirt with contrast striped epaulettes.
Shopping in this department is far more pleasant than the scrum in womenswear. Primark has even introduced its own version of the ubiquitous mid-market denim wall to aid shoppers with identifying fits. There’s one fundamental problem though - for men, Primark still isn’t cool (unless you’re a student). Hide that brown paper bag now.
For its fashion content, Primark has this section sewn up. A grey herringbone trench is just £19. A fur-trimmed parka is £25 - French Connection’s is £140. Waxed black jeans match rivals on styling but are less than half the price at £15. A fur-lined lumberjack coatigan is great for £22.