If you thought Borg was a 1970s tennis player. you’d be correct, but, it’s also this season’s hottest material. Normcore, dad-chic, basic-bitch, the sources of reference are numerable, but it’s all about the fleeciest of fleeces, this season.
Borg is a type of synthetic plush pile imitation fur fabric commonly used for linings, according to Wikipedia, and the coolest of London designers - Martine Rose, Cottweiler - have been lapping it up.
You can find it at all price points, just look for exaggerated fleeces in dull colours. You could even ask your dad for his old one - very Countryfile. You don’t want to stand out, you want to blend in. Bring on the boring Borg!
Left - Martine Rose SS18
Left - ASOS - Oversized Hoodie In Borg - £30
Left - Topman - Red Check Borg Jacket - £50
Left - Uniqlo - Men Fleece Long Sleeve Full-Zip Jacket - £19.90
Left - River Island - Navy Fleece Hoodie - £32
Left - Napa by Martine Rose - Off-White Tyson Fleece - £275 from brownsfashion.com
Left - Cottweiler - Contrast-Panel Fleece Sweatshirt - £252 from matchesfashion.com
Left - CMMN SWDN - Fleece Track Jacket - £215 from MRPORTER.COM
Left - Albam - Fleece Jacket - £150
Left - Fila Vintage - Retro Teddy Bear Fleece Jacket - £64.99
Left - Tommy Hilfiger - Block Stripe Fleece Jacket - £240
I think we all know how competitive it is at the lower end of the clothing market. But, it was an e-mail, a few weeks ago, from Marks & Spencer that really summed up where we are. It was announcing their new range of men’s ‘Quick Dry Swim Shorts’, all pretty standard for this time of year, but it was the price that caught my eye. A bargain £10! This is cheaper than Topman, cheaper than River Island and even New Look. It’s certainly cheap for M&S and, then, you realise all the retailers are busy racing to the bottom.
What this means is, in order for those companies to make money, they need to shift a hell of a lot of product. British retailers are currently playing a game of poker, holding their hand i.e. keeping prices low, waiting for their competitors to fold.
Left - Pep&Co at Poundland SS17
But, if this game wasn’t tough enough, new competition is entering the market which will only increase pressure on those margins and unsustainable volumes.
For example, Poundland has entered the clothing market. Their in-house brand, Pep&Co, launched into stores in March this year.
They've already opened over 50 Poundland shop-in-shops with another 50 or so planned for the second half of 2017. The chain, which was bought by the South African group Steinhoff International, expects to put Pep&Co clothing outlets in up to 200 of its 850 stores over the longer term.
Pep&Co was founded by Andy Bond, who once ran Asda’s George clothing label, with backing from the South African tycoon and Steinhoff shareholder Christo Wiese.
The first shop opened in Kettering, Northamptonshire, in July 2015 and the chain opened its first 50 stores in less than two months.
If people are wearing Poundland, it means they aren’t wearing another brand. This isn’t about sneering at this end of the market, it’s about wondering who will go out of business first. It's unsustainable.
The market is saturated and these business models only work if you can order huge volumes and shift it fast.
This is new competition for all the supermarket brands plus Peacocks and Primark and traditional high-street retailers like M&S and Debenhams are more keenly pricing their offering. Add discount brands such as TK Maxx and the neverending discounts and sales and you have an environment that is harder to make profit in.
Consumers are being squeezed with higher inflation and low wages and are generally satisfied with cheaper clothes. They can't or don't want to pay more.
Then add the internet, with Boohoo offering bargain fashion-led clothing and websites such as EverythingFivePounds, where everything is, literally, five pounds, and you have the perfect storm to implode some of the giants of the British high-street. Arcadia, the owner of Topman, is already seeing revenues fall and Topman is looking increasingly expensive against the competition.
In this game of pound wars poker, who will run out of chips and fold first?
Left - Louis Vuitton? No, Everythingfivepounds - £5
You can thank me after, but I just may have found the prom outfit to beat all other prom outfits!!!!! Be the king of the prom by taking inspiration from the king, Elvis himself, and Harry Styles with a combination of black and pink. A pink suit with a black shirt, no tie, says 'dressy cool' and is as timeless as rock itself.
The classic 50s colour combo of pink and black brings to mind Teddy Boys and rock 'n' roll. You want a black shirt with black buttons, plain. No contrasting. You can do black trousers if you don't want to buy the whole suit, but add white socks classic penny loafers and you'll be the beau of the ball!
Left - Harry Styles giving good Elvis in an bespoke Edward Sexton suit
Left - River Island - Pink Slim Fit Suit Jacket - £85
Left Below - River Island - Pink Slim Fit Suit Trousers - £40
Below - Hugo - Ebros Stretch Cotton Shirt - £100 from HarveyNichols.com
Left - ASOS - Super Skinny Suit In Mid Pink - £85
Left - Topman - Rose Pink Ultra Skinny Fit Suit - £130
Below - Ted Baker - Rosest Tailored Fit Shirt - £65 from John Lewis
Left - Opposuits - Mr Pink - £64.95
Below - The original, Elvis Presley
Left - Zara - Sartorial Suit Blazer - £99.99, Trousers - £49.99
Left - Zara - Basic Blazer - £39.99
Left - Actor Aidan Alexander at the Billboard Awards
Left - Marks & Spencer - Autograph - Pure Cotton Tailored Fit Shirt - £35
Left - Moss Bros - Moss Esq. - Regular Fit Black Single Cuff Non Iron Shirt - £25
Left - 1950s Cliff Richard
Below - New Look - Deep Pink Suit Jacket - £64.99, Deep Pink Suit Trousers - £29.99
Below - Be the king, this prom season
Put yellow and red together and you don't get orange, but Baywatch. This colour combo always says ‘Lifeguard’, even though on the new film, strangely, they’re using red and blue. Must be a copyright issue!
Anyway, make like Zac and Dwayne down on the beach and go for T-shirts and swim shorts in primary red and yellow. Take the hassle out of Hasselhoff and keep it simple. A strong yellow T-Shirt has always been a difficult one to blend into the wardrobe, but add a red swim short and you get a perfect combo.
Left - An oldie, but a goodie - Original Baywatch
Even if the film’s a load of rubbish, which it probably will be, you can’t get away from the attraction of the sea and surf. Forever and always, I'm always here!
Below - St. Moriz, the no.1 volume self tan brand in the UK, is making a big splash this summer by partnering with the new Baywatch movie which hit screens from 29th May
Left - Orlebar Brown - OB-V - Sunshine Tailored-Fit V-Neck T-Shirt - £65, BULLDOG - Raspberry Mid-Length Swim Shorts - £145
Left - Whistles - Crumple Everyday T-Shirt - £35
Below - Topman - Red Embroidery Swim Shorts - £16
Left - Orlebar Brown SS17
Left - ASOS - Longline Knitted T-Shirt With Curved Hem In Yellow - £18
Below - Thom Browne - Slim-Fit Short-Length Stripe-Trimmed Swim Shorts - £290 from MRPORTER
Below - Topman - Mustard Reality Print T-Shirt - £15
Left - River Island - Yellow Rolled Sleeve Pocket T-Shirt - £8
Left - Patagonia - Nine Trails Jersey T-Shirt - £35 from MRPORTER
Below - Speedo - Solid Leisure 16” Swim Shorts - £15]
Jeans are in flux. Okay, that is a bit dramatic, but upstaged by the style and comfort of tracksuit bottoms and the fact that many jeans styles have become way too tight and skinny, it’s time for a new direction.
The ‘Dad Jean’ is deliberately ill-fitting and unflattering and looks surprising fresh. Liberating and, so-bad-they’re-good type of thing, you need the most ill-fitting shape, in the worst wash you can find. You can thank me later!
Okay, these may take a while to get used to, but, ask yourself, how long did it take until you committed to your first pair of skinny jeans?
Think Kurt Cobain.
Left & Far Left - Topman - Blue Cropped Wide Leg Fit Jeans - £40
Weekday - Drift Loose Cropped Jeans Lagoon Blue Wash - £40 from ASOS
River Island - Light Blue Wash Cody Loose Fit Raw Edge Jeans - £45
Who knew Obama was the king of the dad jean?!
We’re going to take our warm weather inspiration from Michael Fassbender, today. This is how you want your polo shirt to look this summer. Of course, it helps if you have the body, but a knitted polo shirt with stretch will compliment most body types.
You want it to cling in the right places, so the chest and arms, so go for something fitted, but not too tight. The high-street are doing some great knitted polos at affordable prices or opt for something pricier in a bold colour. Go for a fine knit wool, even in summer, or a silk mix.
Left - Michael Fassbender at SXSW showing us how something so simple can look so good
Here are TheChicGeek’s favourites of the season:
Left - William Lockie for L+M Ecru Fine Knit Cotton Polo - £43 from Trouva
Left - Pretty Green - Stone Fortrose Knitted Polo - £65
Left - Prada - Slim-Fit Jacquard-Knit Wool Polo Shirt - £545 from MRPORTER.COM
Below - Reiss 'Manor' Merino Wool Polo Shirt - £75
Left - Fred Perry - Tipped Knitted Shirt - £70
Left - ASOS - Knitted Short Sleeve Textured Polo In Muscle Fit - £20
Below - River Island - Ecru Knitted Polo Shirt - £20
Left - Pretty Green X John Smedley - Chartham - £135
Left - H&M - Silk-Blend Polo Shirt - £24.99
Below - Peter Werth - SS17
Maybe it’s in homage to the latest Oasis documentary, but the roll-with-it thin-knit roll neck is the default easy menswear knitwear trend of the season. (That was quite a mouthful, or in this case, a neck full).
I'm not sure whether Liam or Noel would do a louche jewel-coloured rollneck with contrasting velvet jacket, but I'm sure they'll agree that it looks pretty good. Go for something fine, maybe a Merino wool or cashmere silk mix, if your budget allows for it. Look for golds, reds, pinks or oatmeal and team with a contrasting jacket like in Tom Ford's latest advertising campaign. This is easy, but cool dressing. Trust me, between now and next summer, you'll reach for the reliable rollneck and it'll leave you feeling supersonic!
Left - Tom Ford - Classic Cashmere Turtleneck - $1290
Left - John Smedley - Connell Deep Claret - £145
Below - Hymn - Maximum Roll Neck Burgundy - £50 From John Lewis
Left - Gucci - Cashmere Turtleneck - £485
Left - River Island - Light Brown Ribbed Roll Neck Jumper - £25
Left - Topman Premium - Pink Roll Neck Jumper - £35
TheChicGeek continued his journey north to the birthplace of Morrissey and Lowry - Salford Quays. Now, home to the BBC and ITV, these were the docks that supplied the world’s first industrial city.
Today, The Lowry theatre and gallery and the Imperial War Museum North are shiny centres of culture and the perfect backdrop for TheChicGeek’s latest OOTD.
TheChicGeek is rocking easy tourist chic, amongst the matchstick men, in a simple grey shirt and military green pleated trousers. Smart lace-up blue sandals, monogrammed belt and small backpack finishes this simple look. Bighead strikes again!
Credits - Shirt - Jigsaw Menswear - Trousers - River Island, Belt - Gucci, Shoes - Kurt Geiger, Bag - Mad Rabbit Kicking Tiger, Watch - Fossil Q Founder
With thanks to AC Hotels Salford Quays #ACHotels
TheChicGeek headed north to experience the renaissance of our great industrial centres. The first stop was the heart of the UK, Birmingham.
Arriving at the new and shiny - quite literally - Birmingham New Street station, TheChicGeek headed to the comfort of the new AC Hotel at the Mailbox development adjacent to the canal.
With more canals than Venice, Birmingham’s Mailbox is a mix of industrial heritage and modern architecture with a recently refurbished Harvey Nichols, shops and restaurants.
TheChicGeek went sporty in his OOTD with a fitted biker jacket in soft suede and new, relaxed dark denim jeans with an athleisure drawstring. Finished off with bright white plimsolls, Birmingham was the perfect eclectic backdrop for TheChicGeek.
Credits - Brown Suede Biker Jacket - ASOS - Flamingo Shirt - River Island, Drawstring Jeans - Replay, Trainers - Muji, Spectacles - Salvatore Ferragamo, Watch - Mondaine
With thanks to AC Hotels Birmingham Mailbox #ACHotels
See Salford Quays
Teach me tiger! One of the season's most fun menswear items, the souvenir jacket is a kitsch take on the classic bomber. Great for holidays or just something to have a bit of fun with. Forget Gucci, Saint Laurent or Valentino, this is only £55 at ASOS. It's also well padded for warmth.
Wear it, here, layered up with lots of pattern or print in fashion's new take on maximalism or use it as a standout item with a simple plain T-shirt and trousers, letting the jacket do the talking.
How do you wear yours? Get involved #PeacockGeek
Credits - Souvenir Jacket - ASOS, Tailored Jacket - DKNY at Moss Bross, Trousers - French Connection at Moss Bros, Cap - Scotch & Soda, Backpack - Scotch & Soda, Necklace - Rokit Vintage, Kaftan - River Island, Watch - Tateossian, Shirt - Joe Browns, Green Necklace - Rokit Vintage, Sunglasses - Sunday Somewhere, Socks - Item M6, Jungle Shoes - Base London, Leaf Pin - Tateossian, Pep Start Eye Cream - Clinique, Daily Light Guard Defense Fluid Broad Spectrum SPF 30 - Aveda
Make your own Gucci-style SS16 corsage here
More images & video below