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| a kingdom for a shirt |
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| ”fine feathers make fine birds’ is a saying that the mods of the 60ies would have loved to have imprinted on their collars. but not just on any collar: it would have to be the “button down”-shirt by ben sherman. even back then his shirts embodied the concept of being a “modernist”: the epitome of fashionable sophistication. ever since, the british lifestyle label has dedicated itself to the fashion sense of the youth scene and today more than ever stands for london chic. |
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when native englishman ben sheman returned from the usa to his hometown of brighton during the 60ies, weighed down by professional frustration, he was literally attacked by the signs of the times there: the british working-class youth had decided to hide their impoverished origins under expensive fashion brands and tailor-made suits. for them, the “swinging sixties” didn’t just mean more success, money and freedom than ever before, but above all their own style of fashion. ben sherman recognized his opportunity and presented the youthful mods with a true star: a slim-cut shirt with a big button-down collar and an additional “neck button” right in the middle of the backside, preferably in colourful stripes and sold in a black-orange box. the famous “button down” made ben sherman, the “king” of mods. with his brand founded in 1963, he embodied the modern interpretation of classic elegance and thus stood for the lifestyle of an entire generation. since the opening of his first shop on london’s legendary carnaby street in 1967, there was no way around his fashion, which was soon established in europe and the usa as well. until today, his name has been standing for timeless, elegant design with a distinctive british influence.
next season, ben sherman will also provide the female public with their own original “button down” shirt, tailor-made for the demands of modern women and celebrated in the new shirt collection “city shirts”. “city shirt” takes elements from the old design classic and reinterprets them in a new way. in addition, the women’s wear line “this sporting life” celebrates the fashionable style of english high-class sports. “very british” is a statement that could be attributed to many other players of the fashion world – but few others know how to implement it with as much style as ben sherman does. |
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| isabel baier |
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