AW20 is called ‘Modern World’ the theme has a couple of different interpretations that apply to different areas of the collection.
1: In the seasonal part of the collection Modern World takes styling cues from Paul Weller through his ’Style Council’ years. He effortlessly blended sportswear back with traditional menswear tailoring, a look prevalent in menswear again today. The product segments are interchangeable as outfits creating looks that mix sportswear, traditional menswear patterns and our Heritage Ivy roots together.
2: ‘B’ by Ben Sherman’ is a capsule aimed at a more modern, fashion conscious customer. Conscious of creating an individual style but also ethically and environmentally aware. 40% of the options in this line are made from ethical or sustainable fabrics. The range reflects the growing influence of the outdoors/utility look that is trending, fused back with our own Heritage. We create new garment silhouettes and all of the pieces have a more relaxed fit.
3: By AW20 15-20% of the volume of garments the brand produces will be from ethical or sustainable sources. In our core range the Pique Polo, pocket tee, Oxford shirt will be made of GOTS organic cotton. Our chino will be made using BCI cotton. All of our poly bags from SS20 will be using a bio degradable quality. We are making continued steps to improve our footprint and work to being more sustainable season on season.
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