Debenhams, the leading department store, has revealed that a style of dress straight from Britain's building sites is now causing a sensation on high fashion catwalks around the world.
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Jeans (http://www.debenhams.com/men/jeans), often torn, tucked into partially untied boots, worn together with tight men's t-shirts(http://www.debenhams.com/men/tops-polos) and stubble - the clothes worn by thousands of labourers, carpenters and digger drivers all over the UK - has created a powerful sales force over the last year, Debenhams sales figures reveal.
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Even world famous celebrities such as Justin Timberlake, Cristiano Ronaldo, and Seal are now copying the ultra masculine style, known as 'working man chic'.
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Debenhams director of menswear buying, Paul Baldwin said: "Somewhere out there is a labourer whose dress sense started the whole thing off.? The trend has created a billion pound men's clothing (http://www.debenhams.com/men) industry - but he probably doesn't know it."
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women's coats online Debenhams sales of working man style men's boots (http://www.debenhams.com/shoes/men) have leapt by 106 percent in the last two months alone. Lumberjack style shirts, braces, and jeans with multiple pockets - classic clothing for the building trade - have also rocketed by 270 percent, 114 percent and 139 percent respectively since January.
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The style has even appeared in Spring/Summer 2011 collections from leading designers such as Dolce and Gabbana.
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Paul Baldwin continued: "When demand began to rise three years ago, we first thought it was caused by genuine working men buying their working clothes from our stores.
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"However, when the trend spread quickly to stores where a high percentage of our customers are young and fashion conscious, we realised that the style was moving from the building sites to the high street, pubs and clubs.
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"We believe that the sudden popularity of 'working man chic' may say something about the changing role of men in society.
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"For the last two decades, fashion conscious men wanted to look like successful city slickers.
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"Now, when times are hard and banking has lost its appeal, they want to be seen as rugged but very dependable - the sort of man who has a large tool box as well as a warm heart."
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'Working man chic' has also found favour with leading pop groups such as JLS, the Wanted and teen heart-throb Zac Efron.
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About Debenhams:
Debenhams is a leading department stores group, and has a strong presence in key product categories including children's wear, women's clothes, day dresses, shoes, bikinis, jeans, men's clothing, home ware, make-up, health and beauty, accessories, perfume and lingerie with DD+ bras?and matching bra and underwear sets.
PR Contact:??
Ruth Attridge
PR Manager - Menswear,?Beauty, International & Retail Services
Debenhams?
33 Wigmore Street
London
W1U 1QX
0207 529 0172
http://www.debenhams.com
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