Debenhams Reports Rise of Shirtego Mens Fashion Trend
By Debenhams, PRNEMonday, June 13, 2011
LONDON, June 14, 2011 -
Debenhams has revealed that the de rigueur way for British men
to wear their shirts this season is with three buttons undone,
otherwise known as the ’shirtego’ trend.
Last seen on seventies lotharios such as Richard Gere in
‘American Gigolo’ and John Travolta in ‘Saturday Night Fever’, the
bare chest has marked the return of the ‘machosexual’ - men who are
not afraid to be masculine, confident and sexy.
Department store, Debenhams asked its customers, “how low can
you go?” and found that 75 per cent of men now regularly wear their
shirt with three buttons undone on a night out, 41 per cent of men
will risk a four button undone look and 36 per cent of men will
even risk the fashion at work.
Previously,
to the neck with
work and formal events, one button undone with a tie for the end of
the working day, two undone for a good night out and three only for
those rare tanned and toned few.
Paul Baldwin, Menswear Director at Debenhams said: “This is
traditionally a look more commonly associated with Latin lovers,
but it has now hit these shores with British men embracing the
warmer weather and the salon to bear their chests.
“You only need to look at Simon Cowell vs. Louis Walsh on the X
Factor to know that button-free fashion gets the girls.”
The men of ‘The Only Way is Essex‘ have also brought the look
celebrity status, with 62 per cent of men citing the sexy,
successful reality TV stars as encouraging them to take the
plunge.
Ryan Reynolds, Gerard Butler, Tom Selleck and Burt Reynolds were
also stated as sartorial inspiration for the dramatic trend hitting
the high street.
Debenhams’ survey found that while the exhibitionist look was
most easily sported in the creative industries of advertising,
marketing, PR and design, the return of dress down Fridays has
brought the deep V to the more traditional industries.
Research showed that 27 per cent of pioneering accountants and
lawyers would venture the look at the end of the week, but only
just before leaving the office for Friday drinks.
Baldwin continued: “This research has helped us review the
design of our men’s shirts. We are looking into ways to ensure the
collar always sits open to display the chest when the shirt is left
undone.
“Time in the gym will also help wearers pull off the look
successfully, however, make no mistake, a thick chest rug and heavy
gold medallion is not due to make a comeback.”
Notes to Editors:
1,000 men surveyed by Debenhams research team in May 2011
Debenhams sells almost 900 shirt options, ranging from £12 to
£75.
Brands include J by Jasper Conran, J Jeans by Jasper Conran,
Rocha.John Rocha, Red Herring, St George by Duffer, FFP, Thomas
Nash, Mantaray, Maine New England, Lee, Wrangler, Jack & Jones,
Levis, Fred
Perry, Ben Sherman, Animal, Bear Grylls, Berghaus, Black Tie,
Columbia, Cottonfield, Craghoppers, Fairtrade Maine 5G, Melka,
O’Neill, Osborne, Peter Werth, Pierre Cardin, Piscador and
Quiksilver..
About Debenhams:
Debenhams is a leading department stores group with a strong
presence in key product categories including womenswear,
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.
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.
PR Contact:
Ruth Attridge
PR Manager - Menswear, Beauty, International & Retail
Services
Debenhams
33 Wigmore Street
London
W1U 1QX
+44(0)207-529-0172
www.debenhams.com
.
Tags: Debenhams, June 14, London, United Kingdom
