The storefit still looks exciting, and progressive product means fewer dull basics.
A slightly more grown-up autumn eclipses the bubblegum brights of summer. Plaid and denim shirts (including one with a hood insert) sit alongside a range of heavy knits. Cleaner styles include grey shirts with contrast collars, while skinny 2sb jackets come in a super-short drop and with 8% metal content for a crunchy finish. More adventurous are the jersey sweat 2sb jackets and a puppytooth db.
The mood board-style windows and neon signage are not new but add to the buzz of a store with excellently presented changing rooms and helpful staff. Neither forced nor overladen with fake lifestyle overtures, this is all about great product in well-defined areas. This big store leads young shoppers in new directions and also keys into ready-made markets from the JD Sports crowd to the sub-Reiss shopper.
The metal-content 2sb is £60, the db is £90 and Nordic knits are £40. These prices represent good value per item, pitched above River Island’s value-led rivals yet stopping short of putting customers off. Denims come in at £40 and checked shirts are £25, while track pants are £22 and graphic T-shirts £20. Overall, the pricing sits slightly lower than Topman – although some prices such as jeans are a touch above – but is more expensive than New Look.