Debenhams reveals lumberjack shirt sales shooting up as the cold snap bites

Debenhams department store is reporting sales of the traditional long-sleeved check shirts have shot up 65 per cent on last year, making the garment the key item to get through the cold snap.

Once ridiculed as the clothing of simple, hulking woodsmen, and lampooned by Monty Python, the lumberjack style mens shirts have moved on from fashion foible to must-have according to department store Debenhams.

Inspired by the likes of Prince Harry, David Beckham, Justin Timberlake and Robert Pattinson, it seems you no longer need to have the backdrop of a forest and chainsaw in hand to carry off the look.

However, with the Met Office predicting continual snow showers, Debenhams stores are gearing up for the rush. More lumberjack styles have been brought in and extra stock has been sent to more stores to cope with the demand.

Ruth Attridge, spokesperson for Debenhams said, "Although the lumberjack look is back in vogue, the chunky check shirt is now more likely to be worn out on the town than slogging away in the forests.

“Modern man has been influenced by these uber-masculine folklore heroes but unlike the figure made famous by Monty Python, these days lumberjack shirts are more likely to be worn with a t-shirt underneath, not lingerie”.

Influenced by designers such as Dolce & Gabbana and Tommy Hilfiger parading the woodcutter look on the catwalk, the on-trend way to wear checks is in bold colours, with two pockets rather than four, sleeves rolled up, layered over a plain t-shirt and in lightweight brushed cotton as well as heavyweight wool flannel.

Initially designed for colder weather, lumberjack shirts have been redesigned in many formats including lighter shirt. This means its wear is not restricted to the winter months and the trend is expected to continue into Spring/Summer 2011.

Attridge added, “A lumberjack shirt embodies the rugged, rebellious spirit of the wilderness. Sporting one, whether in Canada or Croydon, ensures you will endure the winter toasty warm and stay ahead of the fashion pack”.

ENDS

About Debenhams:
Debenhams is a leading department stores group with a strong presence in key product categories including women’s and men’s fashion with a wide range of mens jeans, mens clothing, mens jackets, kid’s clothing, home, perfume gifts and health and beauty.

Debenhams is the second largest department store chain in the UK.

Debenhams operates 167 stores in the UK, Republic of Ireland and Denmark, comprising 154 full department stores and 13 Desire by Debenhams stores, which is a small store concept featuring an edited product range. Debenhams also has 60 international franchise stores in 23 countries. Debenhams online store can be found at Debenhams.com, where shoppers can find out all about the latest products to reach Debenhams’s via Debenhams TV.

For more information, please contact:
Ruth Attridge
PR Manager
Menswear, Beauty, International & Retail Services
Debenhams
33 Wigmore Street
London
W1U 1QX
0207 529 0172
www.debenhams.com

Contact Information

Ruth Attridge

PR Manager - Menswear, Beauty, International & Retail Services

Debenhams

Contact via E-mail