It’s Topman, but not as we know it

Posted at 1:30 pm, April 3, 2012 in Shopping & Style
Topman General Store Covent Garden

This week sees the opening of Topman’s second General Store – this time bringing its high street store disguised as expensive boutique concept to Covent Garden. The first General Store opened in Spitalfields last year, selling the finest of the Arcadia menswear chain’s apparel alongside handpicked pieces of designer and niche labels like Pendleton and Happy Socks. The Topman team made an inspired decision to remove nearly all of their branding, and dress the shop up like an Albam, or APC store- with only the mini price tags to indicate you were in fact shopping from a P-Greeny establishment. The WC1 outpost has had the same treatment, and you could easily walk past this store mistaking its Scandi appearance and high fashion product for a different kind of shop altogether. Fear not, readers, the beautifully chosen selection of pastel chinos, denim shirts and manbags is far, far cheaper than it looks. Not often we get to say that. Katie Dailey

Head to 36-38 Earlham St, WC2H 9LA.

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