Yesterday, we mentioned that Baracuta was making a move upmarket after a buy out, which is similar to the moves another old ‘mod’ brand is doing. Ben Sherman, that is.
The brand has been associated with the bargain racks for years, but recently, with designer ranges and just a generally better product (like the Modern Classic by Ben Sherman button-downs that came out a short while back), the company seems to be fighting back.
It has also just opened a flagship store in East London, at 106 Commercial Street, which is nestled between Spitalfields and Brick Lane and next to the Golden Heart pub. The Horrors did the music at the opening event, which perhaps gives an idea of where the label wants to be right now.
The desire to be ‘hip’ is evident from that shop window (and that ‘oh so trendy’ video produced), but if you are passing, it might still be worth sticking your head through the door. There’s apparently a ‘shirt bar’, which offers up all the company’s current shirt range, with suits and accessories also on offer.
It also stocks ‘exciting and emerging British brands’ on another floor, going by the name Modular Blanc and is using the tagline ‘A Heritage of Modernism’ to sell the new brand. Saying that, it looks like the mod market isn’t really where Ben Sherman is looking right now, but you suspect the button-down is always going to be hovering somewhere within the range.
Promotional video below…and a link to the current website, which has a sale on.