White Stuff is becoming a bit ubiquitous amongst my friends. And myself. I have heard it referred to as 'Jack Will's for anyone over 40' but can't honestly see there's anything wrong with that. Jack Will's is now to be found in almost every new shopping centre to be opened in the last few years and is the 'look du jour' of many a uni student not studying the more creative arts. If you get my drift.
I dragged the other half into the large branch in St Albans the other weekend and it was a real mix of people. Mostly wearing White Stuff, and browsing to buy White Stuff. So it's a label that gets you hooked. Think Boden from a few years ago before we all felt like we'd spontaneously combust if YET ANOTHER catalogue came through the door. Boden is very successful. Johnnie Boden is very successful and very rich. So I shouldn't knock a winning formula but it is also very, very boring.
White Stuff is just a bit a more interesting taking the best of relaxed surfing style and translating it for a wide range of ages. And that is why I, and most of my friends, like it. It's the only reason to visit Muswell Hill frankly (unless you live there and have to go) and suits most body shapes. Prints are bright and breezy even in the depths of winter and it's also well made - this aint disposable fashion for the disposable generation. Oh no - we like our clothing like our men, robust at the seams and hard wearing.
But why am I so in love with White Stuff at the moment? Because they have solved my summer footwear crisis. Summer feet all look like these....
...mentally high numbers for £59.99 at River Island.
Gorgeous they may be to my teenage daughters but I am too old to be teetering. My ankles will turn trotting around Soho and there'd be a whiff of mutton in the air...So these are my saviour this summer...
Yummy suede cork soft-as-hell for £65.
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