As I'm not that much into fashion (I'm only into luxury watches, but that's another - mktg - story), first time I've heard of this brand. But, man, I'm going to London tomorrow and I've already been drawn to stop halfway through your very interesting piece to open Google Maps and check out where they've got a store in Soho (open 11-19, a bit tight for my schedule but I'll try to make it and tell you my experience, which I hope it won't turn into a customer experience). Thanks mate.