Debenhams reveals fishermen behind new British trend

Wed, 09 Nov 2011 11:43:52 GMT

Debenhams has revealed that fishermen have been named as the driving force behind a new trend hitting the British high streets this winter.

The popularity of exciting and macho fishing television programmes such as 'Deadliest Catch' and 'Extreme Fishing with Robson Green' have made fishing cool again and transformed the image of clothing traditionally associated with seafaring pursuits.

Demand for duffle coats, cream cable knit jumpers, chunky woollen socks, stripy t-shirts, waterproof trousers and rugged has soared over the last month with further increases expected as the cold weather continues.

Currently up on the year are chunky boots (up 81 per cent), boat shoes (up 195 per cent), thick woollen socks (up 27 per cent), duffle coats (up 25 per cent), striped t-shirts (up 25 per cent), thermal underwear (up 67 per cent), waterproof trousers (up 94 per cent) and heavy knits, up 55 per cent.

Inspired by the likes of Paul Weller, David Beckham, David Cameron and Noel Gallagher, it seems British men are falling hook, line and sinker for the look.

Ruth Attridge, spokesperson for Debenhams said: "No longer just the hobby of a solitary riverbank dweller, these TV shows have made 'fisherman fashion', the humble duffle coat, waterproof trousers and obligatory chunky socks and thermals, the must have look for autumn/winter 2011.

"Even 'Trawlermen', documenting the tough times of the Peterhead and Fraserburgh fishing fleets and arguably the most unlikely fashion icons, has shown the average British landlubber the masculine appeal of a hardy seaman."

Influenced by designers such as Burberry Prorsum, Paul Smith and Roland Mouret parading the angling look on the autumn/winter 2011 catwalks, the on trend way to wear fisherman fashion is in bold colours, with large pockets on duffles, teamed with mens boots and a beanie hat.

Debenhams has also seen the look start to translate into womenswear with bright duffle coats and chunky cardigans worn by the likes of Alexa Chung and Taylor Swift leading the way.

Debenhams' Ruth Attridge continued: "The tough, capable image of seafaring clothing seems to have chimed with the mood of the nation during the financial difficulties.

"Knowing that you are well equipped to cope with everything life can throw at you - no matter how hard the going becomes - is now seen as essential to weather the economic storm.

"Warm, hardwearing and now stylish, these items herald the return of practical fashion that will see you through the season and beyond."

ENDS

About Debenhams:
Debenhams is the second largest department store chain in the UK with a strong presence in key product categories including women's clothing, men's clothing, childrenswear, furniture and health and beauty. Debenhams operates 167 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Designers at Debenhams include Preen, Dune, Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Tesco Clothing online launches international delivery service

Thu, 06 Oct 2011 11:35:55 GMT

Tesco's online clothing business in the UK is extending its delivery service to include international markets for the first time.

Launched on Wednesday 5th October, www.clothingattesco.com is initially offering delivery to countries in the EU. In particular, the service is expected to prove popular where Tesco's F&F label is already an established brand and available in store locally (Poland, Czech Republic, Hungary) as well as in markets with a high number of British nationals, such as Spain and France.

Jill Easterbrook, Tesco Clothing Director said: "Our loyal online following tells us they want to be able to buy fashionable, good value clothes from us and have them sent outside the UK. We think there is a great opportunity to reach British customers who have relocated to countries such as Spain. Our customer call centre frequently receives queries from people all over the world asking whether we can deliver to their country."

Since Tesco launched its online clothing business in October 2009, it has grown ahead of the market and in the last six months alone online clothing sales were up 45 per cent. Tesco.com/clothing is able to offer a bigger range for customers than stores, including F&F limited edition range and a number of well-known brands.

Jill Easterbrook continued: "By offering a delivery service to customers in a number of European countries not only are we testing the popularity of such a service, but also gauging the response to our clothing offer in these new markets. We believe our international customers will welcome even more choice and benefit from the increasing number of well-known clothing brands we now sell on Tesco.com/clothing."

This summer Tesco also launched its click and collect service for clothing orders in the UK. Customers are able to pick up their clothing order for free the next day from a choice of over 250 Tesco stores in UK and NI. By the end of the year a further 500 Tesco stores will offer the service. Returns are free by post, or customers can return items to store.

The new standard international delivery service will take between two to six working days and cost from £4.95.

About Tesco:
Tesco plc, a UK-based international grocery and merchandising retailer, is Britain's largest supplier and the world's third largest grocery retailer, by both global sales and domestic market share. Founded as a food specialist in 1929, Tesco has now expanded into diverse areas such as flowers, books, music, telecoms and clothing, including kids clothes, womens clothes and it own F&F clothing label. The company employs over 250,000 people, operates 1,779 stores across Europe and Asia and serves over 15 million customers.

Debenhams' Fashion Dictionary gets an update

Wed, 21 Sep 2011 15:48:03 GMT

Debenhams has been forced to add new words to a fashion dictionary it gives to personal shoppers, due to an influx of new terms that have emerged from the fashion press.

Whilst newly made up words such as 'shooties' and 'jeather' are instantly understood by clothing industry insiders, terms from last year's dictionary such as 'jardigan' and 'tregging' are now only understood by shoppers thanks to the dictionary says the store.

So mainstream are these unusual ways of describing clothing that even the Oxford English Dictionary has been forced to include terms from the Debenhams fashion dictionary such as 'jegging' and 'mankini' for 2011.

Said Debenhams spokesperson Ed Watson: "The addition of 'jeggings' and 'mankini' to the Oxford English Dictionary shows our glossary informed the masses and we now need to take it upon ourselves to create clarification once more".

"We are still aiming to strip away as much of this new language as possible and use plain English to describe everything we sell."

New fashion phrases added to the dictionary include mangrow (baby grow for men); shinos (short/chinos); trogues (trainer/brogues); jorts (jean/shorts); athleisure (clothes to take you from work to the gym); spants (skirt/pants); swacket (sweater/jacket) and glittens (mittens that roll back to reveal gloved fingers).

Debenhams' Ed Watson said: "We believe that these words are only properly understood by approximately five per cent of the population - yet they are commonly used throughout the fashion industry.

"It’s virtually a secret language, designed solely for fashion experts and people who read fashion magazines on a daily basis.

"Debenhams decided to produce the dictionary so that every shopper, both fashion expert and non-expert alike, can shop easily and clearly in all of our stores. Debenhams is encouraging the fashion industry to use existing English words to describe garments rather than these made up amalgamations."

Watson continued: "Ideally we would like to drop all these amalgamations, but our hands are tied due to the terms being used on search engines. We are committed to keeping their use to a minimum. Hopefully the dictionary will go some way to cleaning up the confusion.

"It is now easier to understand complex calculus than some of the words commonly used by commentators within the fashion industry to describe garments."

Marie Clair, spokesperson for Plain English Campaign said: "The world of fashion is reliant on these changing trends, which are often based on little more than classic foundations with clever twists. These latest words are just existing, familiar words that have been cut and stitched to make nothing more than the 'Emperor's new clothes'".

The New Debenhams 2011 Fashion dictionary will be rolled out this week.

-ENDS-

About Debenhams
Debenhams is a leading department stores group with a total of 167 stores in the UK, Republic of Ireland and Denmark.

It offers a wide range of products across clothes, lingerie, accessories, health and beauty, homeware and gifts.

Trading from over 12 million square feet of space, Debenhams employs nearly 29,000 people. In addition, it has 61 international franchise stores in 24 countries around the world.

Debenhams customer offer encompasses a unique combination of own brands, international brands and concession brands.

Own brands comprise own label brands - such as Red Herring, Mantaray, Maine New England, Debut and Bluezoo.

Designers at Debenhams, an exclusive portfolio of diffusion brands from internationally known fashion designers includes lines from Principles, Jeff Banks, Jasper Conran, John Rocha, Henry Holland, Betty Jackson, Julien Macdonald, John Rocha, Ben de Lisi, Erickson Beamon, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Ranges from Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic and Preen are also available in the newly introduced Edition boutique in selected stores.

Debenhams’ online store is available at www.debenhams.com.

Topshop and Topman to open flagship in Chicago 8th September 2011

Fri, 02 Sep 2011 09:39:58 GMT

Arcadia owned Topshop/Topman has announced the opening of the second flagship in the U.S., bringing both brand's joint style authority and brave trend-setting approach to fashion to Chicago's Magnificent Mile.

Topshop/Topman Chicago will boast the same selection of trend-driven pieces, specialized collaborations and bespoke services that both brands have become known for. With covetable collections available to the price-conscious consumer, Topshop/Topman have long had their legions of followers, and as British high-street style champions, Topshop/Topman remains a favourite amongst industry insiders alike.

Similarly designed in the spirit of London's iconic Oxford Circus store, Topshop/Topman Chicago will be outfitted with a modern and sleek décor, including lacquer finishes and suspended glass fixtures, super slick walls and stark white tiled floors.

Set across the cellar and first floor, Topshop will showcase Unique, the directional collection presented at London Fashion Week, along with exclusive designer collaborations with many of New Gen’s young talent, as well as the extensive trend-driven mainline. The first floor will host the Boutique area, featuring limited edition ranges and premium styles. An impressive denim range by MOTO, a vast shoe lounge, and a breadth of casualwear, lingerie, as well as Petite, Tall and Maternity will be also available. What's more, accessories and concessions to compliment will be merchandised throughout both floors. Boasting several changing rooms and a VIP suite on the first floor, all are constructed with maximum comfort and shopping ease in mind.

Topman's brilliant men's fashion premium line, Topman Design, as well as various designer collaborations will be found on the second floor. The floor will feature an exhaustive denim area, freestanding fixtures complete with variations of tees, printed tees, polos and vests. The Smart area shop-in -shop offers sharp tailoring, fine knitwear and chic accessories for special occasions. Similarly, men's shoes are showcased in their own designated area.

Set in a private suite of luxurious fitting rooms, a team of talented Personal Shoppers will be on hand for complimentary appointments, offering a menu of tailored services for any shopping occasion. Topman boasts its own complimentary stylist service, whereby customers can employ the skills and advice of trained stylists in the privacy of the Topman Stylist rooms, in similarly private and comfortable suites, with no obligation to buy. Customers can also enjoy sweet treats and refreshments, the latest fashion magazines as well as expert personal shopping advice.

Editor's Notes:
- TOPSHOP/TOPMAN Chicago will be located at 830, North Michigan Avenue, Chicago, Illinois.
- Tophop/Topman Chicago store will be three floors with TOPSHOP in the cellar and first floor, and TOPMAN on the second floor.
- 49,000 gross square feet, to trade 30,000 to 35,000 square feet
- This will be the second fully owned International Flagship

- ends -

About Topman:
Topman offers the latest in men's fashion encompassing a range of styles to suit every shopper. Topman's extensive collection of men's clothes embraces everything from the latest men's fashion trends to classic pieces, and extends to men's shirts, men's clothing, men's suits, men's jeans, men's shoes, accessories and formal wear. Topman also provide the simplest way to search for and buy men's clothes, placing it among the leading fashion retailers in the UK market today.

Glitzy Secrets and Rock My Wedding launch joint Facebook page

Mon, 22 Aug 2011 09:57:28 GMT

Glitzy Secrets, renowned for its vintage-inspired jewellery and headpieces, has announced the launch of its Facebook page with Rock My Wedding.

To celebrate the launch of its Facebook page, Glitzy Secrets has teamed up with Rock My Wedding for the Rock My Glitzy Wedding Competition. The competition offers one winner the chance to win £150 worth of Glitzy Secrets Gift Vouchers, while everyone who enters the competition will receive an exclusive discount code for 20% off their order when they shop online at Glitzy Secret's website before the 4th September 2011.

In order to enter the competition, entrants must first like Glitzy Secrets' Facebook page and Rock My Wedding's Facebook page. They will then be asked to complete an entry form, stating why they deserve to be the lucky winner in one sentence.

The new Glitzy Secrets Facebook page will provide customers will access to the latest news, gossip and trends plus additional features such as a Customer Service platform which answers all the most asked questions and queries relating to everything from delivery to press enquiries and exclusive access to offers and competitions just for Facebook fans. Fans can also upload a photograph of themselves wearing their Glitzy Secrets jewels to receive a £10 gift voucher and if they purchase the Glitzy Secret's Stylist's favourite piece in Jewel of the Week they will receive an exclusive 10% off.

Victoria Swan, Director and designer at Glitzy Secrets said: "I'm thrilled to be working with Rock My Wedding as Glitzy Secrets have always been huge fans of their blue polka dot pages. They have a refreshing ability to give an edge to tradition, which clearly is a hit with their many readers. By presenting beautiful visual content, knowledgably fashion advice for brides-to-be and sharing their own personal experiences, Rock My Wedding doesn't just attract readers; it has created a welcoming community."

Glitzy Secrets and Rock My Wedding have come together for the Rock My Glitzy Wedding competition after working together on a photo-shoot in 2010.

About Glitzy Secrets:
Since launching in 2004, Glitzy Secrets jewels and wedding jewellary have regularly featured in countless fashion magazines, from Marie Claire, Cosmopolitan and InStyle to Grazia, Hello and Heat, bridal publications including Bride, You and Your Wedding, Wedding, Cosmopolitan Bride, Wedding Ideas and Perfect Wedding and national newspapers including The Times, The Daily Mail, The Express, The Sun and The Mirror. TV appearances include shows such as Strictly Come Dancing and Footballers Wives as well as catwalk appearances including Ronit Zilkha's show at London Fashion Week. Now the must-have web address in the little black books of Fashion Editors and Stylists, Glitzy Secrets has gained a growing celebrity fan base with celebrities choosing to wear the collection at many glamorous events and awards ceremonies. Bowing to customer demand, Glitzy Secrets costume jewellery and hair accessories are now available from stockists around the UK and Ireland.

About Rock My Wedding:
RMW was launched in September 2009 by founder Charlotte O'Shea and Blogfather Adam Crohill. It has built a loyal and amazing community of brides that log on to the site twice a day, every day for their dose of wedding inspiration. It has teamed up with the lovely Glitzy Secrets as they provide a wide range of pretty pieces that are both affordable and stylish and our real wedding features and styled shoots that have featured the GS brand have proved to be really popular.

Debenhams announces fashion sponsorship of Miss Ireland Beauty Pageant 2011

Wed, 13 Jul 2011 09:50:44 GMT

Debenhams is delighted to announce that it will be one of the key sponsors of the official Miss Ireland Beauty Pageant 2011, as this year's title fashion sponsor of the event. As the leading department store in Ireland, Debenhams will be dressing and styling all the 30 contestants from around the country throughout their pageant journey.

Karen Nason spokesperson for Debenhams Ireland said: "Debenhams is delighted to be involved in this year’s Miss Ireland event. It celebrates our country's beautiful women and the winner has the opportunity to represent Ireland in the Miss World Beauty Pageant held in London this October. We are delighted to help them on their path to success and be involved with what could be a life changing experience."

Debenhams is an iconic department store group which was established over 200 years ago. Debenhams has a strong presence in Ireland with over 11 stores in Republic of Ireland and 5 stores in Northern Ireland. Debenhams products are available online at www.debenhams.ie and key product categories include womenswear, mens clothes, childrenswear, home, health and beauty and offers.

Its customers enjoy a unique and differentiated mix of exclusive own bought fashion brands including Designers at Debenhams, international brands and concessions.

Designers at Debenhams include Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Roksanda Ilincic, Betty Jackson, Jonathan Kelsey, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Preen, Janet Reger, John Rocha, Jonathan Saunders, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

-ENDS-

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, mens fashion, kids clothes, home and health and beauty.

Debenhams is the second largest department store chain in the UK.

Debenhams operates 161 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Designers at Debenhams include Preen, Jonathan Saunders, Jonathan Kelsey, Roksanda Ilincic, Ted Baker, Jeff Banks, Jasper Conran, Erickson Beamon, FrostFrench, Henry Holland, Betty Jackson, Ben de Lisi, Julien Macdonald, Melissa Odabash, Jane Packer, Pearce Fionda, Janet Reger, John Rocha, Lisa Stickley, Eric Van Peterson and Matthew Williamson.

Topshop reveals the looks of Autumn Winter 2011

Wed, 06 Jul 2011 10:16:50 GMT

Topshop has launched four new looks for Autumn Winter 2011 with its New Mod, Prim and Polished, Glam Underground and Bavaria collections.

New Mod is an updated and feminine take on the rebellious dressing of the teddyboys of the 1960s. Modern twists elevate sleek tailoring and clean shapes; slim cigarette trousers in a sapphire jacquard come in the season’s essential ankle-skimming length and a simple t-shirt shape comes in panels of monochrome silk. Be prepared for the unexpected as hybrid garments become key; a royal blue wool crombie has soft black leather sleeves whilst the classic sweatshirt is luxurious with faux fur sleeves. Prints are bold with polka dots and window pane checks splashed across chiffons and silks, whilst colour blocking features in 'Dad' sweaters with the occasional punky motif. A much more hourglass silhouette takes over from that of the boyish with semi bodycon dresses celebrating the waist and skirts predominantly in pencil or mid-calf length.

Mixing elements of the laid-back 60s with a neater finish from the 40s post-war Britain, Prim and Polished is an eclectic dressing-up box of girly vintage-inspired pieces. Dresses are ladylike in pretty florals and ditsy prints, appearing in a classic tea dress or drop-waist shift shape and look newest in mid-calf length. Again, skirts are longer in length, sometimes pleated or with side slits and look prim when worn with feminine peter pan blouses buttoned to the neck. Pretty detailing such as petal cutouts around the neckline, lace inserts and contrasting panelling create interest whilst elegant beading on dainty pouch handbags finish off the look. Colour is important; tapered trousers come in jade or tangerine and bright prints appear throughout, whilst the overall silhouette is soft and feminine.

Glam Underground draws inspiration from the 1970s, dismissing any grunge from the decade for an all-out glamorous and rockstar look. Faux fur is key to this trend and the bigger and brighter the better; an oversized shaggy coat comes in fluoro pink, a sleek faux-fur stole in amethyst has pompoms and a mini skirt is made from amber-coloured feathers. Casual garments are given the luxe treatment; a simple black parka with a thick glossy black faux fur lining, skinny jeans are given a hi-tech coating and boxy silk shirts are elevated with all-over beading. Footwear and accessories are flamboyant with stack-heel ankle boots covered in silver glitter and oxblood velvet clutch bags with gold jacquard panels. Emeralds and magentas interspersed with shimmering gold and silvers make up a jewellery-box colour palette.

With rich folkloric inspiration being key, Bavaria, is a modern and distinctly luxurious take on keeping warm this winter. Outerwear is functional whilst indulgent; a khaki parka has faux fur sleeves and a gilet is extra long and made from patchwork sheepskin. Cable and Aran knits are chunky and oversized to defend against the cold, and a usually floaty smock dress or blouse comes in a cosy heavy velvet. Handcrafted touches add texture and appear throughout with detailed embroidery on yokes and beadwork on accessories.

-Ends-

About Topshop:
Topshop was established in 1964 and is part of Arcadia Group Ltd. Sir Philip Green became owner of Arcadia Group Ltd in 2002.

Topshop is continually recognised as being an authority on women's fashion with a wide range of petite clothing, dresses and jeans through to jackets, swimwear, bags, shorts and make up.

Topshop was the first fashion retailer to show on schedule at London Fashion Week in September 2005 when it presented its own acclaimed in-house design collection Unique (created in 2001). Subsequent partnerships with international boutiques as far flung as Tokyo and LA followed and Topshop continues to grow its reputation for supporting exciting new talent.

Debenhams launches lightest ever bra

Tue, 28 Jun 2011 14:44:24 GMT

Debenhams has launched its lightest ever t-shirt bra, weighing in at just 48g, as the answer to the perfect everyday bra.

Debenhams head of lingerie buying and design, Sharon Webb commented: "Many women find that the search for a bra that fits, flatters, is comfortable and functional, is as hard as finding the right man.

"Our research showed that many traditional t-shirt bras were quite heavy due to their dense foam structure, which is required to give an invisible fit."

Over 90% of women in wearer trials agreed that the bra felt like a second skin.

Back specialist Dr David W. Evans commented: "Since half of the population will at some point probably wear a bra, it is important that they will help more than they hinder.

"A properly fitted, well designed bra, made of light materials that do not restrict movement, is likely to help women stay active, which is the best way to recover from back pain."

The light as air t-shirt bra has no bulk, and moulds to the body, feeling noticeably lighter than any other bra.

Debenhams Sharon Webb continued: "This is an everyday t-shirt bra, designed to be seam-free under clothes. It has bonded straps and bagged out wings for a luxury finish and added comfort.

"It's a weight off our shoulders. We are confident that once women try this bra, they will never wear another t-shirt bra again - it really is unbelievably comfortable."

Always looking for ways to make women feel more comfortable and confident, the team at Debenhams developed the bra to give a barely-there feel, whilst the light weight foam cup gives a smooth and round shape.

The light as air bra weighs 48g while other popular bra styles such as the regular t-shirt bra weigh 58g, a push up bra weighs in at 92g and a gel push up bra weighs around 235g.

ENDS

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear such as sunglasses, mens fashion, childrenswear, home and health and beauty.

Debenhams is the second largest department store chain in the UK.

Debenhams operates 161 stores in the UK and Republic of Ireland. Debenhams also has 61 international franchise stores in 24 countries and six Magasin stores in Denmark.

Dorothy Perkins announces Summer Style Weekender

Tue, 14 Jun 2011 17:09:58 GMT

Dorothy Perkins is inviting the British public to celebrate the Summer Style Weekender, with four days of fashion and make-up tips, with 20% off everything.

The company has teamed up with Closer magazine and Rimmel London to bring customers a guide to their most stylish summer. Each day the Dorothy Perkins website will have a new feature, guest-edited by the Closer Fashion team, to handle all summer wardrobe dilemmas, from what to wear to a wedding to what to pack for a holiday. The Closer girls will also be taking to the blog to take part in the infamous DP Dress Up Challenge, solving a daily dilemma from a capsule holiday wardrobe of just five pieces.

Rimmel London will be blogging daily with expert advice from Kirstin Piggot, make-up artist to the stars. A range of Rimmel London products, from mascara to lipstick to nail polish, will be available from dorothyperkins.com for the first time, in a choice of colours to complement the store's summer collection.

The first 5,000 customers will each receive a free copy of Closer magazine and a free Rimmel London nail polish with their order.

In addition, every customer will receive a 20% discount, automatically applied online and redeemable in store with a downloadable voucher.

Finally, the Summer Style Weekender competition will allow customers to win their own stylish weekend away. Dorothy Perkins have two prizes to give away for a VIP trip to London for two people on Friday 15th July. Each winner will receive two VIP tickets to see Ellie Goulding at Somerset House, a £200 shopping spree in Dorothy Perkins and makeover from Rimmel London for them and a friend, and an overnight stay at Mercure Bankside, a contemporary 4 star hotel, ideally located in central London.

To enter, and for more Summer Style Weekender activities, interested parties can visit the Dorothy Perkins Facebook page at facebook.com/dorothyperkins and follow the company on Twitter at twitter.com/dorothy_perkins.

For 20% off, and a free Closer magazine and Rimmel London nail polish while stocks last, customers can visit dorothyperkins.com.

About Dorothy Perkins:
Established over 90 years ago, Dorothy Perkins is now one of the biggest fashion retailers in the country, with nearly 600 UK stores and over 100 international outlets.

Dorothy Perkins' ranges are updated weekly in store and daily online. The brand offers sizes 6 to 22, and a wide range of collections including Tall and Petite clothing, Maternity, Lingerie, Shoes and Accessories.

The brand provides customers with affordable, feminine women's fashion, including dresses, maxi skirts, jeans and jewellery, and a shopping experience that customers love. A jersey top is sold every two seconds and the store has won numerous awards for its collections.

For the past three years Dorothy Perkins has supported Breast Cancer Care, during which it's raised nearly £6 million for people affected by breast cancer. In 2007 Dorothy Perkins formed a partnership with the Woodland Trust, and since then has raised enough to plant over 100,000 trees in the UK.

Burton exclusively launches Mark Ecko Cut and Sew in the UK

Thu, 02 Jun 2011 11:02:24 GMT

Burton has revealed that it will be the exclusive stockist of Mark Ecko Cut and Sew in the UK.

With an impressive C.V of achievements Mark Ecko now turns his talents to creating classic tailoring, Burton is proud to announce that his Cut and Sew collection will be available exclusively within its stores and online.

Not many people can boast that they were the youngest person to be inducted into the Council of Fashion Designers of America, or that they were the first person to receive a MTV VMA for "Best Video Game Soundtrack".

Mark can also site such diverse friends such as Lindsay Lohan, Hugh Hefner and George Lucas and was also a key speaker at the United Nations World Entrepreneurship Day in 2010.

As a publishing, internet, fashion and videogame entrepreneur he caused a worldwide news frenzy when he tagged Air Force One with graffiti reading "Still free" emblazoned on it. He actually hired a Boeing 747 and painted it to look like the real deal, receiving over 114 million views on You tube, 7,000 news stories around the world and 3 denials from the Pentagon.

Now the British high street gets the Mark Ecko treatment with the new Cut & Sew collection. This range blends classic tailoring with sharp lines and is designed for those who want to start dressing a little more seriously but still maintain their youthful spirit.

The four single breasted, two button suits arrive in a black tailored, a grey sharkskin, a black narrow pinstripe, and a grey herringbone.

Mark Ecko is driven by a simple belief: no one needs to be restricted into a single aesthetic. For spring/summer 2011 the new Mark Ecko collection at Burton achieves just that.

About Burton:
Burton was originally founded in 1903 under the name of The Cross-Tailoring Company. It quickly became popular and expanded into hundreds of outlets and factories across the United Kingdom. Today, it is a staple on most high streets and a popular retailer for men's fashion, including gifts for men, men's suits, men's shirts, casual clothing, men's jeans and men's shoes.

Customers can also shop online from the Burton website which offers free returns in-store or by post and fast delivery to their home. The site features a useful size guide to ensure customers can get the correct fit for all items. Customers can also sign up for the Burton newsletter, which offers all the latest style updates, exclusive discounts and competitions.

Topshop announces instore summer campaign

Tue, 31 May 2011 16:53:37 GMT

Topshop has announced it will be holding a number of summer-holiday-themed instore promotions in June. The promotions will take place in the Oxford Circus, Manchester Armdale, Dublin Stephen’s Green and Liverpool stores.

The activities will include a 'Create Your Own Postcard' pop-up and a frozen yoghurt stand from Frae in selected stores. Dazed Digital will be also be hosting 'Fashion Photography in the Digital Age' workshops.

Visitors to the four stores during the promotional period* will be able to create their own 'Wish You Were At Topshop' postcard. Following a complimentary styling session and make-up touch-up, a photo will be taken with an iPad 2 against a summer-holiday-themed backdrop, with the option to choose one of several Instagram** filters to change the look and feel of the image.

Once the perfect image has been captured on camera, customers can then upload their image straight onto their Facebook page and Topshop's own gallery, allowing them to share the photo with friends. There will also be the option to print out the postcard to keep. Plus, customers will be able to ‘LIKE’ Topshop on Facebook, where they’ll then have the opportunity to enter a competition to win a £1000/$1000 summer spree.

Customers will be able to grab a snack from organic frozen yoghurt brand Frae, who will be popping up for a limited period in each of the four stores.

For the true fashion photography fan, Dazed Digital will be hosting four workshops on 'Fashion Photography in the Digital Age' in stores. Each workshop will focus on how fashion photography has evolved from a professional art form to the democratisation of social photo sharing and image manipulation, and the effect this has had on fashion shoots and brand campaigns.

Topshop is proud to be the first in the industry to work with Instagram, giving customers a fun instore experience and a postcard they can keep forever.

-Ends-

Notes to Editors:
* Dates: 1st June to 4th June in Oxford Circus, Dublin and Liverpool and the 8th June to 11th June in Manchester Arndale.

** Instagram is an iPhone/iPad app that enables the user to snap a photo, enhance it with eleven different possible effects and then share it on several social networking sites.
Dazed Digital workshops will take place from 6pm till 7pm on 1st June in Liverpool, 2nd June in Oxford Circus, 3rd June in Dublin and 9th June in Manchester.

About Topshop:
Topshop was established in 1964 and is part of Arcadia Group Ltd. Sir Philip Green became owner of Arcadia Group Ltd in 2002.

Topshop is continually recognised as being an authority on women's fashion with a wide range of petite clothing, dresses and jeans through to jackets, swimwear, lingerie, shorts and make up.

Topshop announces first ever Secret Store

Wed, 25 May 2011 16:38:25 GMT

Topshop has announced launch of its first ever pop-up Secret Store concept space in both the Oxford Circus and New York stores, featuring a premium and directional selection of Topshop Boutique and designer collaboration pieces to treasure.

This new concept, the first of its kind in a high street store, will give visitors the chance to purchase something truly unique and personal. Contributing designers have produced pieces that they wouldn't have the chance to produce as part of their main line.

Madelaine Evans, head of buying at Topshop commented: "We're thrilled to be the first high street store to introduce a pop-up concept space of this nature. It's an exciting project for Topshop and I hope it will surprise and delight customers both old and new. It's a great opportunity for the designers we collaborate with to produce something unusual that they've not done before, and also a chance for our in-house design team to let their imaginations run riot."

The Secret Store will feature a number of Designers for Topshop, including Meadham Kirchhoff, Nasir Mazhar, Maria Francesca Pepe, Emma Cook, Ann-Sofie Back, Michael Van Der Ham and Pamela Love.

Topshop Boutique in-house team have also produced a collection of bags and clothing especially for the Secret Store, which will be available alongside some other secret surprises.

Additionally, four iconic pieces from Unique collections of yesteryear will be available to buy again, some of which have never been produced despite huge demand. This is an amazing opportunity to buy collectable Unique pieces, including a blouse SS09, a Peter Pan collar dress from AW09 and two Surfboard maxi dresses from SS10.

The Secret Store is a temporary feature in the Oxford Circus and New York flagship stores, for two weeks only, from 26th May.

About Topshop:
Topshop was established in 1964 and is part of Arcadia Group Ltd. Sir Philip Green became owner of Arcadia Group Ltd in 2002.

Topshop is continually recognised as being an authority on women's fashion with a wide range of petite clothing, dresses and jeans through to maternity wear, swimwear, lingerie, shorts and make up.

Topman launches The Swimwear Project

Thu, 28 Apr 2011 16:19:32 GMT

Topman has launched The Swimwear Project, which is another in a series of projects whereby Topman invite selected designers to recreate a particular staple from a Man's wardrobe. For this project, Bernhard Willhelm, Jonathan Saunders, Cassette Playa, Gary Card and Todd Selby have all been asked to design their perfect pair of swim shorts.

Gordon Richardson, design director for Topman, said: "The Swim Project is where Topman turns up the print volume. Designers well known for their visual stance have produced a diverse range of graphics and illustrations ranging from photo real images through to faded florals to hand drawn sketches in a collection that goes from poolside to beach in great style."

Having graduated from the prestigious Royal Academy of Antwerp, German born Bernhard Willhelm is now a regular on the catwalks of Paris Fashion Week. His often avant-garde designs have always caught the eye and this is perfectly demonstrated in his swim design- a short speedo style trunk complete with trompe l'oeil zip and available in a royal blue and red colourway.

Scottish born Jonathan Saunders has now created a cult following both sides of the Atlantic for his technical one of a kind prints. His design is a ¾ lengthy short in turquoise blue with rose, pink and ecru floral prints.

London based designer Cassette Playa has grown a reputation as a designer of street and urbanwear following her collaborations with Nike, Swatch and M.IA. Having previously shown as part of the Topman sponsored MAN event, she was the perfect choice for this project. Her short is knee length with one leg block coloured in pink and the other leg featuring a photographic print of a shark.

Gary Card is a sought after set designer who has worked with the likes of Vogue, Lady Gaga and Stella McCartney in the past. His playful design features prints of his favourite toys and a purple waistband. Card will also be designing the window scheme for this project.

New York photographer and blogger Todd Selby is the final designer invited to take part in this project. Famed for his website The Selby, Todd has demonstrated his love of cats by designing a three quarter length short complete with hand drawn kittens adorning the whole short.

Designed in house, Topman Design completes the line up for this project. Its design is a beige short with contrast orange drawstring and a print of an old fashioned bicycle over the front and back of the short.

Shorts will be available from the flagship London and New York stores and on line at topman.com.

About Topman:
Topman offers the latest in men's fashion encompassing a range of styles to suit every shopper. Topman's extensive collection embraces everything from the latest fashion trends to classic pieces, and extends to men's clothing, men's shirts, men's chinos, men's suits, men's shorts, polo shirts, jackets, accessories and formal wear. Topman also provide the simplest way to search for and buy men's clothes, placing it among the leading fashion retailers in the UK market today.

NN4M recognised as UK market leader in recent eDigitalResearch study

Wed, 20 Apr 2011 16:40:05 GMT

Mobile solutions expert NN4M has been recognised as one of the UK’s leading retail app developers after creating two of Britain’s top ten shopping applications in a recent benchmarking study by digital research agency eDigitalResearch.

Following an extensive eMysteryShopper survey, eDigitalResearch acknowledged NN4M’s rising status within the sector, giving high ratings to its iPhone apps for both Debenhams and House of Fraser. The research firm, which praised both applications for usability and performance, placed them in its UK top ten after testing offerings from every major retailer in the country.

“We’re proud to have two of our apps recognised by the eDigitalResearch app benchmarking study. The team works hard for every client and this is a great boost and testament to our moving in the right direction,” explained Carolyn Burnett, Director of NN4M.

Acting as the mobile app partner to many of the UK’s largest retailers, NN4M creates engaging realisations of the retail experience across the full range of digital platforms. Developing fully integrated, transactional retail apps, the firm helps major brands forge an innovative and measurable approach to online consumer sales that goes beyond the boundaries of traditional E-commerce operations.

Receiving high ratings for breadth of range and ease of navigation in addition to positive reactions for the detailed visual features and filtering options, the panel of UK online shoppers recognised the exceptional customer journey and performance of the fully transactional Debenhams iPhone app which ranked as the number 2 retail iPhone app in the UK, achieving 86.2% close behind the Amazon iPhone app which ranked number 1 with 86.3%.

Following a rigorous testing of the features and functionality of each of the retail apps during March 2011 and April 2011, the UK panel of mystery shoppers ranked the iPhone apps of some of the largest UK retailers in order of performance and usability.

ENDS

About NN4M
NN4M exists at the leading edge of multi-channel retailing, bridging the gap between technical innovation and existing commerce systems. The award winning company works with a raft of industry leaders including Debenhams, River Island, and Karen Millen to create compelling, intuitive realisations of the retail experience across a multitude of digital platforms.

NN4M is the market leader in providing fully integrated, transactional retail apps and mobile solutions.
Unremittingly results focused, the company acts as an expert partner helping major brands forge an innovative and measurable approach to online consumer sales that goes beyond the boundaries of traditional E-commerce operations.

Special K and Ted Baker team up

Wed, 20 Apr 2011 11:51:06 GMT

Special K, the women's cereal brand, has teamed up with British designer label Ted Baker to create the ultimate Little Red Dress.

The dresses can be bought from Ted Baker stores or Special K is giving women the chance to win one of these bespoke Special K red dresses every day for three months as part of an on pack promotion.

As part of the collaboration, Special K is also giving away a collection of sophisticated Ted Baker handbags every day through its range of snacks.

Special K, which is the largest cereal brand in the UK with sales of over £120m, is famous for its iconic advertising featuring the "Special K girl" dressed in red.

The Ted Baker "Betsi" dress will also feature in a new £1m media campaign including TV advertising to promote the 'win a designer dress' and 'win a designer handbag' promotions for Special K.

Laura Nevison from Special K said: "Special K consumers are always asking how they can get their hands on a Special K dress and this partnership with Ted Baker has given us the opportunity to offer women the chance to do so with this fabulous designer dress promotion."

Craig Smith, Brand Communication Director at Ted Baker, said: "Special K invited us to create a little red dress that would be perfect for a sophisticated night out or adding a bit of glamour around the office. In response, Ted came up with the ultra stylish 'Betsi'. The tie-up is an excellent fit giving us a great opportunity to showcase our womenswear and further develop our relationships with Special K’s female audience."

Special K and Special K snacks have one dress and one handbag to be won every day for three months starting from 4 April 2011. Visit specialkfoods.co.uk or see packs of Special K for more details on how to be in with a chance of getting this fabulous LRD in your wardrobe.

The "Betsi" dress will also be on sale in Ted Baker stores and online at www.tedbaker.com.

About Ted Baker:
Established in 1988, Ted Baker London has grown from its humble roots as a shirt specialist in Glasgow, to a global lifestyle brand with over 100 locations in Europe, the U.S., Australia, Middle East, Far East and Southeast Asia. No ordinary designer label, Ted Baker offers menswear, womenswear, accessories (and everything in between), and is renowned for its quality and distinctive use of pattern and colour. The brand’s unconventional approach to fashion, irreverent sense of humour and, above all, unswerving attention to detail appeals to style-conscious men and women who trust Ted to deliver that certain something... a little out of the ordinary.

About the Kellogg Company:
Since William Keith Kellogg filed the papers that officially incorporated the Battle Creek Toasted Corn Flakes Company on 19th Feb 1906, the Kellogg's company has been driven by the philosophy that an improved balanced diet leads to improved health.

First Quarter Scarpa Sales Hit Record High At Purekit.com

Wed, 20 Apr 2011 11:04:30 GMT

Scarpa boots enjoy high first quarter sales with UK hikers favouring Italian quality over home grown brands

In spite of a poor economic outlook and general belt tightening, when it comes to outdoor footwear UK walkers and hikers are choosing to invest heavily in their footwear as evidenced by high first quarter sales of Scarpa boots at outdoor performance footwear retailer Purekit.com. The Italian giants of hiking and walking boots have been a big hit with Purekit.com customers since their introduction, with “this year’s sales figures higher than ever” according to Purekit.com MD Richard Gundle.

The range of Scarpa boots stocked at Purekit.com has been expanded to 17 models due to the high demand from customers, with a further 6 models of trail shoes now featured in the collection. Scarpa boots have rapidly become one of the best selling brands at the online footwear store, outselling many of the traditionally popular walking boots as word has spread of the comfort and quality which Scarpa boots offer. Whilst many of the models are sold at the upper end of the price scale, customers do not seem to be deterred by the price tag and feel that the extra money is well spent. Scarpa have long been known for the quality of their footwear, not just in terms of the high quality of construction, but also the technical specification and the superior leathers used throughout the range, which ensure a long lifespan, exceptional comfort and unbeatable performance.

Scarpa boots are produced in Asolo in Northern Italy, a region well known for the skills of the shoemakers. The company was formed in 1938 by an English nobleman and land owner, after recognising the exceptional skills of the local cobblers, in particular their ability to work with leather to produce boots of the highest calibre. For over 60 years the company has been producing walking, hiking and mountaineering boots, with only the finest quality hides making the grade. The company has expanded the range to cover all mountain sports; however it is the walking and hiking boots which are proving to be the biggest success in the UK, with the nation’s walkers and hikers recognising the value of investing in premium quality footwear. The high quality construction and quality of the leather means Scarpa boots are exceptionally durable, and will outlast cheap competitor’s boots by some distance, providing exceptional value for money in the long run. “A little extra money spent initially is certainly worthwhile, considering the exceptional comfort and lifespan you get from the boots” says Richard.

Scarpa boots offer a highly personal fit, thanks to the wide range of lasts used in their construction. Whereas many outdoor performance footwear brands use just a handful of lasts to construct their shoes, Scarpa boots use seventeen to ensure that not only do their boots provide a highly tailored fit, but that they give a highly technical performance over the full range of mountain terrain. Whilst the brand was well known for producing narrow boots to satisfy the home market, the company has since started using the BX and BXX lasts which are wider and better suited for UK market, which has certainly helped to improve their popularity in the UK. With such an extensive range of Scarpa boots now available in the UK, with models tailored to walking, hiking and trekking they are fast becoming one of the most popular brands with British outdoor enthusiasts.

For further information on Scarpa boots and trail shoes visit purekit.com

Debenhams reveals women remain 'age defiant' till their seventies and beyond

Tue, 19 Apr 2011 09:58:12 GMT

Debenhams has revealed that Image-conscious women don't ‘dress their age’ until they are 70 years old.

According to new research carried out by the retailer, an overwhelming 89% of women aspire to dress younger than their years with 55% citing 70 as the age they felt they would be, or had been happy to dress their age.

However, 45% of women said that their seventies would be no barrier to dressing and looking younger.

Debenhams asked customers if they had ever dressed their age following revelations from personal shoppers that 95% of female clients aim to look more youthful.

Carie Barkhuizen, Spokesperson for Debenhams said: "You only have to look at celebrity examples like Elle Macpherson and Sophia Loren to see that women are looking younger than ever.

"So it’s no surprise that our customers are also dressing for how they feel, rather than what it says on their drivers licence - and we want to encourage them.

"Thanks to the access women have to fashion and beauty advice, it’s now much easier to project a younger look than ever before."

However, it's not always about looking younger. Over 70% of women said they styled themselves to look older in their teens to impress older boys or get into pubs and bars.

Women's twenties also emerged as a decade for dressing older, with nearly 80% giving career progression as the reason.

Most women felt that their thirties and forties were torn between dressing frumpier when adjusting to demands of babies and small children and a growing concern with looking younger.

Over 50% said they started to dress younger in their thirties and 90% admitted they had started to dress younger by their mid-forties.

One 80 year old participant said that her fashion strategy was still to look young and trendy.

Alain Mehada, Debenhams Personal Shopper said: "Age defiance is about dressing for your shape and size, rather than dressing like a 20 year old. Wearing clothes that suit your body will make you feel confident and instantly take years off."

The top five items suggested by customers for feeling and looking younger were; well-fitted, supportive underwear, such as shapewear, trendy accessories, high heels, fitted jackets and contemporary make-up.

In stark contrast, only 12% of men said they had ever thought about dressing to look younger.

-ENDS-

About Debenhams:
Debenhams is a leading department stores group, and has a strong presence in key product categories including children's wear, womens clothes, dresses, shoes, bikinis, jeans, men's clothing, home ware, make-up, health and beauty, accessories, perfume and lingerie with dd+ bras and matching bra and underwear sets.

Debenhams targets forgotten women with ground breaking campaign

Mon, 18 Apr 2011 17:20:54 GMT

Debenhams breaks yet another fashion industry taboo, becoming the first retailer to launch a campaign featuring models in their 40s, 50s and 60s to target 'forgotten women' rather than using models under 25 who usually dominate high fashion and high street imagery.

The campaign, which the retailer is calling 'The Style List' is an industry first and sees Debenhams joining forces with fashion commentator and diversity campaigner Caryn Franklin.

The Style List will give ongoing solutions, advice and guidance on how women 40+ can achieve any desired look, whether it be evening, day or weekend wear. This will be delivered in stores, online and through photography used by Debenhams.

There are three looks highlighted in the launch campaign; Power Dress, All Woman and Casual Cool. Windows will convey each look along with tips in how to make them work for everyone, whatever their age, from expert Caryn.

"The days are long gone when hitting 50 meant you were relegated to dowdy cardigans and baggy knits. This group of women aren't communicated to by the fashion press and retailers with models of their own age. We wanted to be the first to put this right'' said Michael Sharp, Debenhams deputy chief executive.

"Today's 40 + women can easily achieve fashionability and enjoy trends traditionally worn by consumers half their age. Through The Style List we will be the only retailer on the high street showing them how", added Mr Sharp.

Caryn Franklin, fashion commentator and campaigner for diversity said; "I wanted to work with a retailer who would acknowledge the lack of good fashion imagery aimed at middle aged and older women and was ready to change things.''

"It's a business savvy move - Debenhams have great designer product and an excellent personal shopping service, so they are perfectly placed.

"It's been really fulfilling to create shots that celebrate the wonder of getting older. It's important to challenge what we see in our media with a broader reflection of beauty. Enjoy the magic of these women, their confidence, their attitudes and their allure. These wonderful faces express the joy of getting older - not something we see enough of."

The ground breaking imagery features fashion advice at street level, along with mannequins and product in a how-to window display to launch The Style List.

Debenhams will shortly begin a nationwide search for a fourth face to join The Style List model line-up later this autumn.

Through its use of photography both online, in windows and in advertising, Debenhams is the UK's only retailer to commit to reflecting its diverse customer base through representative imagery.

The move comes as a next step for Debenhams, who have been trailblazing inclusivity campaigns of late, carrying out activity involving national window campaigns featuring disabled model Shannon Murray, un-airbrushed swim models, size 16 mannequins and plus size and petite models – all since the start of 2010.

The retailer hopes the launch of The Style List will alert other retailers to the needs and wants of this seemingly overlooked market of fashion savvy shoppers, and spur them to follow suit.

The images can be seen in Debenhams' Oxford Street windows and online at Debenhams.com with further activity scheduled in all stores across the UK and Ireland.

ENDS

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including womenswear, dresses, lingerie, swimwear and Purses.

Spring Heatwave Triggers Sales Rush on Reef Sandals at Extremepie.com

Tue, 12 Apr 2011 16:28:02 GMT

Soaring UK temperatures spark a rush of Reef sandals sales at Extremepie.com as the nation starts to get geared up for summer.

Sunny weather and soaring temperatures across much of the UK last week has proved to be enough to get consumers splashing out on warm weather clothing and footwear, with the jackets and jumpers remaining in the wardrobe in favour of shorts, T-shirts and sandals. Whilst the warm spell may only offer a temporary respite from the chilly spring air and April showers, it has been enough to spark a flurry of sales at online retailer Extremepie.com, with Reef sandals being the footwear of choice this spring.

“We usually see a rush in summer sandals sales following the first spell of warm and clement weather, and last week was no exception” says Extremepie.com MD Richard Gundle. A couple of days of 20 plus degrees was all it took this year to get people thinking of summer once more, and according to Richard “Reef sandals are leading the sales figures this spring in both the men’s and women’s range”.

The attraction with Reef sandals comes from the highly versatile design, and the exceptional comfort provided. The brand is billed as being “ridiculously comfortable”, and are a far cry from the cheap flip-flops which many people opt for when the temperatures start to soar. Reef sandals are the ideal choice of summer footwear for anyone who likes to head to the beach to cool off, and are great for spending time in and out of the water on hot sunny days. The footwear range was developed for surfers, and offers comfort and practicality for the beach and pack in the technology to keep the feet well supported; an area where standard flip-flops often fail.

The Fanning is still the most popular choice at Extremepie.com, with a choice of synthetic nubuck to cope with the water, and full grain leather for a greater comfort and style away from the beach. The sandals provide excellent support thanks to an anatomically contoured compression moulded EVA footbed, and a 360 heel airbag gives superior shock absorption on hard baked surfaces. A non-slip gripped footbed makes for excellent traction, and the Fanning features thirst quenching technology; namely a bottle opener built into the sole. Whilst the sandals are at the upper end of the price range, the additional cost is matched by a long lifespan certain to see out the summer and beyond, and the whole package has proved irresistible this year.

Whilst Reef sandals are undoubtedly a premium brand, part of the attraction comes from the broad range of footwear on offer, with many models also sold in the budget category. The Trinidad, Tobago, and Pulse models have all seen a rise in sales over the past week thanks to the run of good weather, and at well under ten pounds per pair it makes them one of the most affordable choices of summer sandals at the online store.

Whilst the temperatures have dropped since the highs of last week, Reef sandals sales are continuing to dominate the sales figures at Extremepie.com, with the public having had an early taste of things to come, it would appear that they do not want to be caught out on the next warm sunny day, whenever that may come.

For further information on the 2011 collection of Reef sandals and to get prepared for the summer visit: http://www.extremepie.com

Hunter Wellies Back in Stock at Fitnessfootwear.com

Tue, 12 Apr 2011 11:10:18 GMT

Hunter wellies are back by popular demand at Fitnessfootwear.com with the full range of new 2011 styles now available.

Hunter wellies are firm favourites throughout the autumn and winter to keep the feet dry and comfortable and protect from the elements. A rush of sales late last year saw stocks of the rubber boots depleted at online footwear retailer Fitnessfootwear.com; however in contrast to previous years the demand for the wellington boots is not letting up and has triggered an early return to the online store, with the shelves having been rapidly restocked to cater to the increased demand, with the classics now available again alongside the eagerly awaited 2011 spring and summer collection.

“No matter how well stocked we are, Hunter Wellies always sell out in the winter, however this year there has been a continued demand for the boots, with many customers still eager to pick up a pair of Hunter wellies” says Fitnessfootwear.com MD Richard Gundle. There is usually a Hunter Wellies sales rush in late spring, as customers secure a pair of the limited edition festival models before stocks sell out, or pick up a pair of lightweight Hunter clogs for the summer, but this year there has been a continued demand across the full range of styles.

Whilst there are many wellies on the market, Hunter offers a quality of construction and fit which is second to none. “Hunter wellies offer excellent under foot support and comfort thanks to an orthopaedic fit and calf hugging design, and with such a wide range of designs and colours there is a model for everyone” says Richard.

Despite the boots being winter bestsellers for dealing with the worst of the wet winter weather, they are a hugely popular choice with festival goers, giving excellent traction in the Glastonbury mud, and being a safe bet to maintain grip when the heavens open and the fields turn to mud. What has come as a surprise at Fitnessfootwear.com is the mid season demand for the boots, with Hunter wellies being chosen as much for their style and comfort as for their protection from the elements.

This year sees even more styles to tempt customers, with the introduction of the Hunter Carnaby collection, ideal for anyone who missed the limited edition run of Jimmy Choo Hunter wellies last year. The new range features a snakeskin glossy finish, ideal for wear with smarter outfits and for sexy style in miserable weather conditions. For the festival scene, Hunter have introduced a new limited edition range which is sure to catch the eye of fashion conscious customers who prefer not to have to compromise on practicality or fashion when choosing sensible footwear for the summer festivals.

Anyone who has already purchased Hunter wellies in recent years are not left out, with ample opportunities to accessorise their Hunter wellies with a new range of accessories such as welly pouches and socks to add a touch of individuality, or to glam up a pair of tired black or green boots. The fleece socks add an extra layer of insulation for warmth in winter, whilst adding more style to the vulcanised rubber classics with bright colours and animal prints, and are proving to be a popular choice at Fitnessfootwear.com since their introduction.

With the festivals around the corner, and April showers to contend with in the meantime, it is perhaps no surprise that demand for the boots is so high, and with such great styles now available it is no longer necessary to wait until the heavens open before donning a pair of Hunter wellies.

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