Debenhams Reveals That British Builder Style is in Fashion

LONDON, February 25, 2011 - Debenhams, the leading department store, has revealed that a style of
dress straight from Britain's building sites is now causing a sensation on
high fashion catwalks around the world.

Jeans, often torn, tucked into partially untied boots, worn together with
tight men's t-shirts (www.debenhams.com/men/tops-polos) and stubble -
the clothes worn by thousands of labourers, carpenters and digger drivers all
over the UK - has created a powerful sales force over the last year,
Debenhams sales figures reveal.

Even world famous celebrities such as Justin Timberlake, Cristiano
Ronaldo, and Seal are now copying the ultra masculine style, known as
'working man chic'.

Debenhams director of menswear buying, Paul Baldwin said: "Somewhere out
there is a labourer whose dress sense started the whole thing off. The trend
has created a billion pound men's clothing (
www.debenhams.com/men/tops-polos) industry - but he probably doesn't
know it."

Debenhams sales of working man style men's boots (
www.debenhams.com/shoes/men) have leapt by 106 percent in the last two
months alone. Lumberjack style shirts, braces, and jeans with multiple
pockets - classic clothing for the building trade - have also rocketed by 270
percent, 114 percent and 139 percent respectively since January.

The style has even appeared in Spring/Summer 2011 collections from
leading designers such as Dolce and Gabbana.

Paul Baldwin continued: "When demand began to rise three years ago, we
first thought it was caused by genuine working men buying their working
clothes from our stores.

"However, when the trend spread quickly to stores where a high percentage
of our customers are young and fashion conscious, we realised that the style
was moving from the building sites to the high street, pubs and clubs.

"We believe that the sudden popularity of 'working man chic' may say
something about the changing role of men in society.

"For the last two decades, fashion conscious men wanted to look like
successful city slickers.

"Now, when times are hard and banking has lost its appeal, they want to
be seen as rugged but very dependable - the sort of man who has a large tool
box as well as a warm heart."

'Working man chic' has also found favour with leading pop groups such as
JLS, the Wanted and teen heart-throb Zac Efron.

About Debenhams:

Debenhams is a leading department stores group, and has a strong presence
in key product categories including children's wear, women's clothes, day
dresses, shoes, bikinis, jeans, men's clothing, home ware, make-up, health
and beauty, accessories, perfume and lingerie with DD+ bras and matching bra
and underwear sets.

    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

PR Contact: Ruth Attridge, PR Manager - Menswear, Beauty, International & Retail Services, Debenhams, 33 Wigmore Street, London, W1U 1QX, +44(0)207-529-0172