Burton chases pub lad shoppers with casualwear focus for spring

    After a flurry of seasons where Burton’s casualwear styles have blurred with looks from stablemate Topman, spring 10 finds the menswear multiple delivering its most clearly defined range in years.
    While Topman has set out its stall in a market dominated by skin-tight indie kids and directional under-30s, Burton is now confidently addressing the needs of a slightly older shopper who wants to look the part in the pub without his attire drawing too much attention.

    For reference, Burton has set its sights on brands including Henleys and Superdry for its design manifesto. Checked cotton Harrington jackets in blue and green sit alongside sun-beached tattoo print jerseys, ombre T-shirts and short-sleeved gingham shirts.
    A rust, grey and burnt orange story sets the backdrop for shirts, T-shirts and loosely woven cardies. The nautical story so critical over the last couple of summers turns up in the guise of a hooded yachting blouson in blue with patch pockets, tab-cuffed chino shorts, and canvas deck shoes in a myriad of bright colours.
    Elsewhere, the colourful jersey track bottoms kickstarted by Polo Ralph Lauren and popularised by Superdry appear on Burton’s rails with the style’s characteristic open hems and appliqué crest motifs. A 1950s US varsity story is referenced via knitted polo shirts with punched-out argyle patterns and cotton baseball jackets with contrast sleeves.

    Tailoring is dominated by slim-Jim mod-inspired suits, some with notch lapels others with peaked options, and the collection influenced largely by single or two-button silhouettes.
    Burton’s footwear goes from strength to strength with an excellent low-profile Oxford shoe featuring a tone-on-tone contrast toe detail and the casual range made up increasingly by vulcanised cotton pumps. 
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