Debenhams Reveals the World's Most Unlikely Fashion Icon

LONDON, July 26, 2010 - Debenhams has revealed the world's most unlikely fashion icon, as the
grumpy and notoriously badly dressed hill walker Alfred Wainwright becomes
the driving force behind a new dress code appearing on British streets.

Alfred Wainwright's famous Lake District guides appears to have inspired
so many to follow in his footsteps that niche, all-weather clothing styles
have made the giant leap from crag edge to the catwalk, according to fashion
store Debenhams.

Demand for hiking style jackets (
www.debenhams.com/men/coats-jackets), trousers, t-shirts, socks,
rucksacks and boots has soared over the last two years following a series of
television and radio programmes about Wainwright and his life.

Debenhams Director of Menswear Buying, Paul Baldwin, commented: "We're
calling it 'Wainwright Chic'. Men and women have fallen in love with the
rugged outdoor image the hill climbing clothing style portrays, and want to
wear it every day.

"At one time, these specialist clothes would have been bought only by
long distance hill walkers and mountaineers.

"Now, however, you're more likely to see them worn on the streets of
Kensington and Chelsea than Scafell or Grisedale Pike".

The greatest irony is that Wainwright himself had a somewhat eclectic
taste in men's clothing (www.debenhams.com/men). Many of his epic
walks were conducted in an ancient flat cap and a battered, belted coat worn
over a frumpy Fair Isle jumper which had seen better days. Badly fitting
trousers held up by style-less braces were tucked into thick, grey woollen
socks, which he allowed to accumulate in a haphazard manner, around the tops
of crude but functional boots.

However a series of television programmes - including a recent series
presented by glamorous Julia Bradbury - have transformed Wainwright's image
to iconic status.

An entirely new generation have been introduced to his guides and the
popularity of Lake District walking holidays have soared following the
sterling's collapse in value against other currencies. Now they have brought
the style chosen for their countryside holidays to other facets of their
lives in urban Britain.

Rucksacks are now just as acceptable as briefcases in business meetings,
and trousers convertible to shorts with the flick of a zip have become
standard issue summer leisure wear. Hiking boots pass unremarked upon in the
City, and weather proofed anoraks with specialist mountaineering accessories
appear regularly on school runs and shopping trips.

Paul Baldwin said: "The tough, capable image of outdoor clothing seems to
have chimed with the mood of the nation at a time of recession.

"Knowing that you are well equipped to cope with everything life can
throw at you - no matter how hard the going becomes - is now seen as
essential to weather the economic storm.

"Outdoor clothes are also very practical, and having pockets in every
conceivable position seems to appeal to men in particular.

"However, the style is just as popular with women, which perhaps reflects
the increasing number of women who also feel they too have a mountain to
climb."

Notes to editors:

Debenhams' range of outdoor clothing includes Mantaray, Maine New
England, Craghoppers, Bear Grylls, Columbia, Helly Hansen, Berghaus,
Bridgedale, Karrimor, Merrell and Hi-tec.

About Debenhams:

Debenhams is a leading department stores group with a strong presence in
lingerie (www.debenhams.com/lingerie) retail, stocking brands like
Wonderbra, Calvin Klein and Sloggi. Debenhams is also renowned in a number of
other key product categories including women's wear with dresses, bikinis
(www.debenhams.com/women/swimwear-beachwear), petite clothing,
make-up, health and beauty, perfume, lingerie, jeans, men's fashion, home
ware, accessories and children's wear.

www.debenhams.com

For more information, please contact: Ruth Attridge, Debenhams PR Manager - Menswear, Lingerie & Beauty, 33 Wigmore Street, London, W1U 1QX, +44(0)207-529-0172