Boden are having quite a time. The once online-only brand and totem of the middle classes has just opened its first actual shops – and has some real profits (they increased by almost a third last year) to prove it. It’s a move they’ve celebrated with some Juergen Teller-style photography in their look-book, and cemented by adopting a GSOH approach to fashion – to wit: the ‘anti-establishment shirt’.
£79.00 " width="1000" height="600" class="gu-image" /> As far as we can tell, this is a LOL – note the irony of the the white collar paired with the styling, the half tuck, as beloved by fashion editors rather than surly bosses. As the newly liberal Boden (not Biden, easy mistake to make) explains: “We took an archetypal man’s shirt and subverted the style, resulting in a streamlined, feminine cut.” See? Sort of funny.
