For AW15, Ben Sherman celebrate the capital: London, with all its casual classicism and a collection that defines the Sherman DNA with all its confidence, and quintessential British style.

The not before time addition of London Collections Men to the fashion schedules has illuminated our rich menswear tradition, from dapper tailoring to subcultural classics. It doesn’t need to be said, but British menswear is becoming a compelling force.

 

 

When it comes to British menswear traditions, Ben Sherman are one of the names that spring to mind. From the label’s foundations in the 1960s, the brand has captured a certain British sartorial essence; the cool but flawless lad who can dress up or dress down effortlessly.

In their AW15 collection, Ben Sherman reference the decade of the label’s birth, as well as the British sub-cultures it has attended to over the years in an exploration of the brand’s core DNA. Classic British plaid and polka dots, duffels, geometric knits, polos and polo-necks, bombers and tailored blazers. Straight legs and turn-ups.

It’s about the cool guys who take pleasure from fashion. They are immaculately relaxed, confident and well pressed – which fits perfectly with the concept for the AW15 campaign imagery and video – the moment of Buttoning Up.

“Buttoning Up the top button of your shirt is something that’s been done to Ben Sherman shirts since 1963. It is a deliberate style choice that exudes ‘Britishness’ and personal pride. It’s also an integral part of British Style Culture”

The styling is urban dapper mixed with quintessential British flair in a campaign that is all about a Londoner’s London. The scenarios are instantly recognisable – leaving the office heading for West End drinks; getting ready for a big night out with friends; a day in the park with the city as your backdrop; an afternoon in the pub with your best mates.

London calling? Ben Sherman will be on the end of the line.

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