BEN SHERMAN OPENS FLAGSHIP STORE IN CONVENT GARDEN

BEN SHERMAN, THE LONDON-BASED LABEL WHICH FOUND FAME IN THE MID 1960s WITH ITS BUTTON-DOWN SHIRTS FOR MEN, HAS OPENED A NEW FLAGSHIP BOUTIQUE IN LONDON'S CONVENT GARDEN. THE 1,500 sq ft SHOP ON LONG ACRE, HOUSES THE BEN SHERMAN MEN'S, WOMEN'S, SUITING AND ACCESSORIES COLLECTIONS, UNDER THE THEME OF A 'MOD'S MANSION'. THE QUIRKY INTERIOR FEATURES CHANGING ROOMS BASED ON TROPHY ROOMS, A LADIES 'POWDER ROOM', AND A LIBRARY, WITH PARAPHERNALIA SUCH AS BOXING BAGS AND GUITARS THROUGHOUT THE STORE. THE 'MODS IN THE MANSION' LAYOUT PAYS HOMAGE TO THE SUCCESS THE BRAND ENJOYED IN 1965 WITH THE MODS SUBCULTURE; THE COMPANY'S FOUNDER, ARTHUR SUGERMAN, PRODUCED HIS OWN VERSION OF OXFORD-CLOTH SHIRTS WHICH WERE THEN ONLY AVAILABLE IN AMERICA, FROM HIS FACTORY IN BRIGHTON. THE SHIRTS WERE IMMEDIATELY ADOPTED BY THE MODS, AND BECAME POPULAR AGAIN A FEW YEARS LATER WITH THE MOD REVIVALISTS. TODAY, THE BEN SHERMAN LABEL IS SOLD IN 37 COUNTRIES WORLDWIDE.