The most striking story is a black and grey rock-chic look that segues into lots of scrunched and laundered cottons in the tops and shirts, with detail-heavy points of difference staying this side of Desigual’s more outré options. A cleaner collegiate story introduces more colour on T-shirts and striped knits.
With loud music and its dark spotlit interior it seems that this Inditex vehicle has learned a trick or two from Abercrombie & Fitch and the wall graphics are likewise self consciously sexy. The theatrical look of the store is counterbalanced by the friendly chatty staff who explain the European sizing labels
The store is devoted to casualwear with about fifteen per cent devoted to youthful rock styles at one end of the spectrum and a similar amount of preppy tinged basics at the other. There are more casual trouser options than most stores offer and there is more variety in the knitwear offer than most manage too.
Overall Pull & Bear competes pretty favourably – £30 is good value for the design individuality espoused on bleached white jeans or the laundered dogtooth trousers. Also at £30 the western flannel shirt is reasonable, and £15 T-shirts and £20 nylon jackets place the store in the value war. But it does not win every battle – while an £89 PU bomber jacket is a cheap alternative, the cable knits at £46 sit higher than rival versions.